Drunk Elephant is one of those brands that become popular seemingly out of nowhere, get into legal trouble for doing something stupid, and disappear. Prominent personalities in the skincare industry, such as “skinfluencer” Hyram Yarbro and Vogue’s Beauty Commerce Editor, Kiana Murden, have praised the 2012 launch of the skincare line.
However, it has fallen from prominence due to several scandals. Here, however, is an explanation of the Drunk Elephant Controversy for those who may not be familiar with it.
What’s Behind Drunk Elephant’s Latest Best-Seller Relaunch?
Makeovers are a staple in the fashion and beauty business. Many popular cosmetics, including Drunk Elephant’s C-Firma Fresh Day Serum, fall into this category. The new reformulation took almost an entire year to finish.
Drunk Elephant’s founder and chief creative officer, Tiffany Masterson, adds that the company sought to “inform the user and communicate” the product’s superiority over cheaper alternatives.
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However, “you got air in the product right away” since it was made on a production line with filled and closed bottles. It wasn’t necessarily stale if you bought it and used it, but we encouraged people to eat it quickly rather than storing it later.
“why is there so much controversy over the crows and racism but the fact that a BABY elephant is DRUNK is completely over looked?” AGREED!
— Crys ✨︽✵︽ (@Skye_Crystal) June 19, 2010
As a highly reactive and fickle chemical, vitamin C has earned a notorious reputation. Like other antioxidant compounds, its color changes rapidly upon exposure to light. Masterson speculates that this is because they use just natural ingredients and no artificial colors or bleach.
Vitamin C, on the other hand, loses some of its freshness and action when it darkens in color. An unsealed vitamin C supplement loses its potency after six months due to oxidation.
Masterson says, “I was always worried — this there’s terrible, nagging feeling in the back of my head — that when we went global, we’d have situations we hadn’t encountered before, like shipping to Russia or Asia, and it’s sitting on a shelf in a warehouse somewhere where we can’t control how soon or how often the retailer puts it on their shelf to make sure they’re all fresh.”
The task at hand is challenging. Then we discussed ways to guarantee that they received a brand new item. With the brand-new C-Firma Fresh Day Serum, you can experiment like a cosmetic chemist without leaving the house. The serum is activated when the customer combines the vitamin C powder with the liquid base, gives it a good shake, and then stores it in an airtight container.
As a sign of its freshness, the serum maintains its transparency for months, allowing it to be stored for much longer. Once the device is activated, Masterson says, “I think what makes it so extremely unique is that it never touches the air again.” The manufacturer claims that its product is the first and only vitamin C available with an airless pump that activates only once the ingredients have been mixed.
Drunk Elephant Attracted Controversy During the 2020 Black Lives Matter Marches
Aside from complaints about how the firm treats its customers and influencers, Drunk Elephant — like Glossier and Reformation — was hit with a wave of criticism in 2020 due to the Black Lives Matter movement’s rise to prominence.
The blog Small Town Beauty Addict reported that Drunk Elephant had put up a black square and that they were giving money to several charities. However, when other businesses began disclosing their diversity data, this one did not.
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Instagram users began contacting the company about the issue, requesting a post about it, but their comments were often deleted. Over time, Drunk Elephant issued a statement that didn’t sit well with its clientele.
“We believe that it is a serious breach of ethics to do a “human inventory” of our staff and then use that data for promotional purposes. Neither of us could ever bring ourselves to do such a thing, “the company claimed.
Perhaps this was done in such a way to avoid friction because Drunk Elephant’s teams aren’t very diverse, but we hope the company has taken the loss of followers as a message to solve these issues and to do better as a brand overall.
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