The Messiest Skincare Brand In Sephora - The Irresponsibility Of Drunk Elephant - Behind The Beauty

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DRUNK ELEPHANT: A Timeline of Controversy and Questionable Practices
Drunk Elephant skyrocketed to fame as one of the fastest-growing skincare brands in history, only to face a dramatic fall from grace. In this video, we dive deep into the brand's tumultuous journey-from its controversial beginnings to its current reputation. Join me as we explore the brand’s questionable marketing tactics, ingredient fear-mongering, social media blunders, and legal battles.
Chapters:
1. Founding of the Brand: Discover how Tiffany Masterson's personal skincare struggles led to the creation of Drunk Elephant and its 'clean' philosophy.
2. Early Success & Rapid Rise: Learn about the brand's initial popularity, bolstered by Instagram-friendly packaging and direct consumer engagement.
3. Product Expansion & Initial Controversy: The cracks begin to show as the brand's aggressive stance on certain ingredients sparks debate among skincare experts.
4. Acquisition by Shiseido: Delve into the $845 million acquisition by Shiseido and what it meant for Drunk Elephant's future.
5. *Backlash Over Social Media Conduct: Uncover the brand’s controversial social media behavior, including the infamous Glossier incident.
6. Legal & Ethical Concerns: From lawsuits to ethical issues, we discuss the legal challenges and ethical criticisms Drunk Elephant has faced.
7. Continued Decline In Reputation Explore how changing consumer expectations and repeated controversies have eroded the brand’s once-stellar reputation. Including the viral Sephora Kids trend that did their reputation no good.
Whether you're a skincare enthusiast or just curious about the rise and fall of this once-beloved brand, this video will give you all the insights you need!
🔔 Don't forget to like, subscribe, and hit the notification bell for more deep dives into the beauty industry!
Sources -
Wikipedia - Drunk Elephant
en.wikipedia.o...
Drunk Elephant - Our Philosophy
www.drunkeleph...
Get The Gloss - Tiffany Masterson Interview
www.gettheglos...
CNBC - Story of the Company Name
www.cnbc.com/2...
Fashion Monitor - Why Everyone Loves Drunk Elephant
www.fashionmon...
Forbes - Acquisition by Shiseido
www.forbes.com...
Global Cosmetics Industry - Shiseido Acquisition Analysis
www.gcimagazin...
Vogue Business - Why Shiseido Bought Drunk Elephant
www.voguebusin...
Conscious Bunny - Is Drunk Elephant Cruelty-Free?
consciousbunny...
Medium - Downfall of Drunk Elephant
medium.com/@aj...
The Cut - Drunk Elephant Burner Account
www.thecut.com...
Glamour - Tween Obsession With Drunk Elephant
www.glamourmag...
Vogue - Drunk Elephant UK Launch
www.vogue.co.u...
Green Matters - Why Drunk Elephant Lost Its Cult Following
www.greenmatte...
Cosmetics Business - Drunk Elephant Sued In Patent Lawsuit
cosmeticsbusin...
The Fashion Law - Drunk Elephant Lawsuit Settled
www.thefashion...
Smalltown Beauty Addict - No Longer Supporting Drunk Elephant
smalltownbeaut...

[@marisamish]

I’m a manager at Ulta and our Drunk Elephant section is ALWAYS getting destroyed. We have to make new testers constantly and have signs out about not mixing all the products together. But then Drunk Elephant literally markets for them to make “smoothies” which makes it even harder to stop from happening. The surplus of children coming in wanting retinol and harsh exfoliants is insane. I always try to steer them and their parents to different brands and stress that those products are harming their skin instead of helping. They all look so annoyed with me but their parents are usually grateful. Not to mention, why does a 7 year old need a serum that’s $70? Or bronzing drops? I’m sorry but a child can get tan from maybe, being outside??? Why do they need bronzing drops? They’re CHILDREN. It’s absolutely crazy.

[@ashlynp3813]

It’s like now that we aren’t wearing orange foundation we need something to make up for it 💀

[@queenbey6678]

The parents are idiots for bringing kids to ulta to see adult skincare

[@mr.bingusthecat]

i wonder what the ratio is of parents who are fully aware of what their kid is putting on their face is to parents who have absolutely no idea

[@laurieann2714]

People are sonrude and inconsiderate

[@blaah9999]

I feel like the samples need to be locked up and you have to ask for an employee to open it for you. Pain in the butt but like ffs its bad.

[@Sinthecity]

I am an absolute drunk elephant HATER and have been since I listened to a podcast episode with Matterson being interviewed. I was in esthetic school at the time, literally driving to school, when she mentioned that she recommended using their retinol IN THE MORNING WITH NO SUNSCREEN. I almost crashed my car. A few other things she said : Drunk elephant was their second skincare venture, the first one was literally a Ponzi scheme Their vitamin c formula was literally required by LAW to change their formula bc they completely stole it from skinceuticals The hero ingredient (Marula oil) was chosen bc she liked the idea of elephants being drunk. Not bc it was a good idea or anything rational like that. And again, her morning routine is just using retinol and a moisturizer

[@nqjasmine1676]

What was the first company called? 👀

[@WuraolaFagbamiye]

@@ratherbquiltnoh did you listen to the interview as well?

[@StonedHunter]

@@ratherbquiltn ok what they say on instagram posts and interviews can be different. if you didn't hear the interview than why are you saying anything?

[@StonedHunter]

@ratherbquiltn just because her own brand didn't have it doesn't mean she can't allegedly use it (i question if she actually follows the routine she claims at all). How is it polite to try and tell someone they're wrong when you haven't listened to the interview they are talking about?

[@smajliiicka]

This is wild 😂

[@stevejay5018]

with all due respect , minus all the drama, the product it's still to expensive to start with

[@JamesWelsh]

This is my issue with clean beauty brands. They make it look like you have to pay a fortune to have ‘safe’ products

[@smajliiicka]

​@@JamesWelsh thank you, this what you mentioned was a reason for me to go Korean, never looking back, my skin loves it - all thanks to you, James 🙏🏼❤️ you've been incredible help in my skincare journey, thank you, all the best ❤

[@JuliesManyHats]

@@JamesWelshI said this elsewhere but I’m allergic to SLS, so I know Ulta soap and body wash is SLS-free and super affordable. Ulta is not paying me to say this, but they really should because I shout it from the rooftops 😂

[@sz6557]

Same and the times I have even used their mini versions have been not as satisfying. I onlyiked their pro peptide cream. Their aha and vitamin c duo was so bad and at that time influencers were raving about it

[@anushapremkumar7356]

Right? Their vitamin c is the absolute worst!

[@maggiep6605]

Claiming that everyone's skin works the same way because everyone's organs work the same way is hilarious. I am asthmatic; by definition, my respiratory system works differently than that of someone who doesn't have asthma. Why would skin be different?

[@XYZ-zi9es]

Right? I guess everyone should start taking hormones, because obviously if my ovaries and thyroid don't work properly, I guess no one else's does either... and yes, that includes men and children. Progesterone, estrogen and thyroid hormones for all! \s

[@justsummers1559]

I have rhinitis and dermatitis. All makeup irritate my skin to varying degrees. Even nude by nature eyeliner burned.

[@t1dotaku]

Diabetic here and by her logic it should be ok for people to take insulin every single time they eat! No one has ever died by taking insulin when they aren't supposed to /s

[@MikuHatsune159]

eczema sufferer here! everything triggers me to breakout 😂😂

[@spiceupyourafterlife]

Same. I have endometriosis, something that I'm pretty sure not everyone has.

[@Fragrances_n_Fur]

Tiffany Masterson is the epitome of, "I did my OWN research." Take that as you will. The ultimate WebMD user.

[@laur83]

she probably thinks the EWG is a credible source too 😂

[@RachelVonLee]

One of my nieces is seven and it’s all she talks about. She doesn’t even know why she wants it. She just sees it on TikTok and “needs” it, it’s really sad. TikTok is a huge problem for little kids but that’s a whole other story.

[@brittneyyyann]

I so strongly believe that children do NOT belong on social media for many, many reasons and this is one of them.

[@MsPeabody1231]

Why is she using social media? A telecommunications company has come out in the UK and said no child under 13 should be on social media. No child under 11 should have a smart or internet connected phone. I actually have met a few parents now whose kids lives have been ruined by social media.

[@Sarahtlopez]

And KZbin shorts! Because you can not give them Tik Tok but now with KZbin shorts they basically see videos from Instagram reels and Tik Tok 😕😑 Its scary!

[@obnoxiouspurring]

Exactly. when I was 7 I really needed ALL the toys I saw in the Target catalogue.

[@francinejones2524]

I wouldn’t be allowing my 7 year old even on TikTok or any social media for that matter! At 7, they don’t need social media in their lives!!

[@monz]

On a Sephora Drunk Elephant educational Zoom call, we learned that “making skincare smoothies” is best practice for everyone’s personal everyday skincare - which means to mix all your serums and moisturizers together and slap them on your face all at once… and they claim that’s the most effective way to use DE skincare. I was like, um that’s not how skincare works and you’re supposed to be a professional?!?

[@emerson23946]

But she’s not!!! The whole skincare industry is a little sour to me now after getting my esthetics license. Most of it is people with no formal education claiming they know what they’re talking about

[@Tinytashiii]

I am so glad I left Sephora before social media became such an influence on all things beauty. I would have busted out laughing during that. Good grief. wtf is going on with Sephora lately. 🙄

[@monz]

@@Tinytashiii this isn’t a Sephora thing. This is information that came directly from a Drunk Elephant call. Sephora had nothing to do with the information they provided.

[@Baemeetsworld]

I worked for a rival skincare brand and tried to say hi to Tiffany at a Sephora event- she glared at me, rolled her eyes and walked away. She’s a certified mean girl.

[@elisa-beary]

It’s ironic that she started worrying about her skin being out of whack & ended with telling people to mix smoothies of all her products with potential ingredients together which will inevitably make others skin out of whack!

[@LostStarzOfTheSky]

"You will all have bad skin too!"

[@droolingpine9658]

Revengeeee😈😈

[@adafihj6439]

While DE is a terrible company, they struck gold by becoming viral on TikTok. If it wasn't for their popularity with the 10 year olds, they would of faded into obscurity

[@JamesWelsh]

Agreed!

[@Ajae78]

This exactly! I tried their products years ago and they’re, at best, underwhelming and expensive. Their targeting kids breathed new life into a brand that should go the way of the dodo.

[@StudyNovaa]

Would’ve*

[@bluephoeenix]

That's my hope. After the hype these kids fade, I hope it goes out of business. Right now, they're making the money. That's all they care about at this point. I never heard of skin care smoothies until Sephora kids went viral.

[@hellzkittehn5699]

So dangerous to be targeting kids! This brand is overpriced and make false claims. Clean beauty is a huge scam.​@@JamesWelsh

[@victorian298]

The only thing I knew about drunk elephant before this video was the Sephora kids debacle 👀

[@cw1041]

Me too!!

[@smajliiicka]

Same, the brand is not available in New Zealand, what a fiasco

[@SuperSkyhorse]

lmao, same here. The first time I even heard of the brand was when Sephora kids went viral

[@Ginmabes]

@@smajliiicka It's available at Mecca! (not that we're rushing to buy it lol)

[@smajliiicka]

@@Ginmabes 😁👌🏼

[@cassierhodes1191]

Last Christmas my 10 yr old wanted Drunk Elephant moisturizer. When I saw how EXPENSIVE it was I told her we need to try it first to make sure u like it. We go to Ulta, she applies a small amount to her face and OMG! IMMEDIATELY it turns BRIGHT red and starts getting puffy. I told her no ma’am we won’t be buying anything from this brand 😊

[@Danisuzette]

I'm 45 same thing happened to me..on my hand though

[@rachelphilpott7828]

So glad you tested it first!!! It burned my face off a few years ago lol

[@cassierhodes1191]

@@rachelphilpott7828 Yeah I couldn’t believe this brand had so much hype.

[@cassierhodes1191]

@@Danisuzette It didn’t have retinol in it. I skimmed over the ingredients looking for retinol before she tried it. I should have done what you did and tried it on the hand first.

[@Danisuzette]

@@cassierhodes1191 yeah the one I tried didn't have retinol either but I ended up in the hospital for contact dermatitis. It traveled up my arm

[@ericakim6788]

If someone who is not African says "that's how they do it in Africa!" It's a red flag for me. That's how who does it? Where in Africa? That's how they do what? It's not only a lazy thing to say but also likely racist.

[@MsPeabody1231]

It's not likely racist it is.

[@Nat_778]

I think they're using the vagueness to avoid being called on their bs too. If they named a country specifically like "that's how they do it in Kenya" then Kenyans could say "uhh no it isn't"

[@jbell6852]

Some people actually think Africa is a country.

[@c16621]

It is racist, because Africa ISNT A COUNTRY - It's a CONTINENT.

[@gwenevieres]

i work at ulta and usually when a parent is with a kid getting drunk elephant we’ve started asking if it’s for said kid or not and if it is we make sure to tell them the products are absolutely NOT anything they should be using on their face and could cause problems they don’t even have. a lady came in for her granddaughter trying to find one of our back to school packs that had a drunk elephant product in it and told me that she had ALREADY had a bad skin reaction and had to go to the emergency room because she used one of their products !! if that happened why are you here trying to get her more stuff ?!

[@coffee_2234]

Im proud to say im glad i never use any drunk elephant especially after learning how awfull they treat their customers that has question or concerns

[@harmonandrews2849]

Same

[@laurieann2714]

@@coffee_2234 ditto

[@alliethetheatreswiftie]

same!

[@bluephoeenix]

Same here! I'm glad I never gave them a dime. Plus, I never heard of them till Sephora kids went viral.

[@sanjanat1085]

The lack of parenting among these kids is insane. If you're a parent without skincare knowledge, you're still responsible to do research on something your child will be applying on their person. Just a quick "can a 7 year old use drunk elephant" will give you all the info you need to steer clear. If your kid really wants to get in on the skincare craze, take them to a derm or aesthetician at the very least so they can be given a safe routine while having that fun of "self-care". If you're willing to spend 70 dollars on like 30mL of a cream, you can spend that money better on a consultation fee with a professional.

[@teddycinema]

they got samples in the dermatologist office sometimes too like 😭😭

[@virgofairy88]

@@teddycinemamine does! I grabbed some for my camping trip

[@Mothpunk]

There are plenty of affordable brands that are safe for younger skin. I work at ulta and I try to steer kids towards brands like elf, Tonymoly or the creme shop, maybe bubble or good molecules if they're a bit older. At that age all they really need is a cleanser and sunscreen, maybe a moisturizer if they have dry skin. An occasional lip balm of gentle sheet mask as a treat is also fine. But they don't need to be overloading their skin with tons of products and ingredients.

[@sanjanat1085]

@@Mothpunk Yes! I remember my mum starting me off with the cetaphil gentle cleanser, moisturiser and a light sunscreen when I started breaking out from sweating from sports and all that. Worked great, was relatively cheap and my skin was normal and healthy for my age apart from the normal hormonal acne breakouts. Retinol, exfoliating acids and stuff like that sound so excessive for children!

[@vixenbb]

‘The brat… the brand’ is the best Freudian slip EVER 😂😂

[@miaomiaou_]

Wow, I can’t imagine a child asking me to buy them a $50 moisturizer 😭 They should start an affordable tween line instead of trying to hock their expensive products to children.

[@aliciamichelle955]

$50? They're $69 USD Absolutely insane to purchase for a child

[@destani2252]

I struggle with spending that much money on my own skincare. I wouldn’t spend it on a kid’s skincare when they already have the best skin lol

[@Coral-Buddy]

Another commentor said that a DE moisturiser gave their daughter an allergic skin reaction. Better off buying from tried and tested brands like Neutrogena and Cerave.

[@considerthis410]

Bubble great teen line and kid line..

[@annamossity8879]

Why don’t we teach the kids that they just don’t need any of it?!

[@Scrugglebus]

I’m so ready for your roast of Drunk Elephant, James! I know this is gonna be a great video already and I’m not even all the way through. ☺️

[@JamesWelsh]

💜💜💜

[@feliciacooper6263]

Bye, Drunk Elephant. Not BUY drunk elephant. 🐘

[@122Tori]

I remember getting trained by DE when they 1st launched in Houston 2015. The founder was there and another girl. The story telling behind the intoxicated elephants was so dramatic, but they couldn't answer any questions about the science of the brand. I remember them swatching the mineral sunscreen on my black skin trying to convince me that it was for everyone. I couldn't help but roll my eyes. I was over it. Between DE and Sunday Riley, these Houston brands need to get it together.

[@iammango08]

💯💯💯as a Texan … Im 🤦🏻‍♀️

[@cryingsilk17]

I didn't know Sunday Riley was us too how embarrassing 🙄

[@te.529]

Wow didn’t know they were Houston brands and I’m a Houstonian. And side note…as a black woman myself the sunscreen issue with our skin is really a thing. I use Trader Joe’s facial sunscreen which is a cheap version of Supergoop unseen. Also use Supergoop sunscreen oil SPF 50. These two will never have you looking pasty and are gentle on my eyes.

[@122Tori]

@@cryingsilk17 yeah, last time I checked her corporate office was in the Heights. But that was years ago

[@122Tori]

@@te.529 Right but they're a chemical sunscreen which is why you dont get the white (or blue/purple) cast. Not that it's necessarily bad but I have to be cognizant of certain ingredients.

[@jamjarrben12]

This behind the beauty series is such a good idea! Please keep making more of these kinds of deep dive videos. So entertaining❤

[@JamesWelsh]

Glad you are enjoying them!

[@74Benedict]

@@JamesWelsh I love that you always are teaching me something new!

[@irisk86233]

"Back in my day" we had Nivea! 😂

[@cw1041]

Noxzema

[@emilynordt153]

I have been using my clean and clear morning burst for the last 15ish years it seems to still be working 😂

[@pikapower_kirby]

@@emilynordt153 I loved that stuff in high school! It felt so refreshing, and I definitely gotta remember to pick up some

[@tuamigalafurraconvozdeloli3690]

Avon

[@hoosiermama3001]

Bonnie Bell

[@stebu178]

If all skin was the same and needed the same things, she wouldn’t have had to create Drunk Elephant in the first place. She could have used the stuff that was already on the market like everyone else.

[@bregieirofernandes]

We should all avoid peanuts because some people are allergic. That’s what she sounds like.

[@queenbey6678]

Children using the brand has diminished it's value for me. Now when I see drunk elephant on the shelf I think "that's the kids skincare brand".

[@ana_d_73]

Honestly the name was what did it for me. I'm not putting anything that sounds like cheap wine on my face.

[@hcf4kd1992]

Stuff that kids can use isn't inherently bad. Like CeraVe? Cetaphil? I would use.

[@mallarieluvsgirls]

weird thing to say lol

[@PinkyR]

@@hcf4kd1992But the thing is that kids can’t use their products since they’re too harsh for their young skin

[@AnnaLorris]

It's crazy how nobody talks about a book "Health and Beauty Mastery"

[@eyo397]

is it crazy because its very good or because its very bad? sorry, I've just never heard of it and i'm curious

[@Jennyonthehill7035]

​@@eyo397 I've seen this comment on quite a few videos. I think it's just marketing.

[@AnnaLorris]

@@eyo397 I read it and it helped me so much

[@bil8647]

@@eyo397 It's a great book. Highly recommend. Also "Skincare Decoded". Everything you need to know about the mass deception in beaty/skincare.

[@ZomBeeQueeen]

You literally haven’t either 😂

[@sugmanots]

"The suspicious 6" sounds like the name of a terrible supervillian/hero comic

[@baby.nay.]

I use 2 different products from this brand from time to time , for a while, their glycolic acid serum was the only thing to keep my skin clear … but I was certainly surprised when I found out all these kids were using it because this is strong shit that my grown ass boyfriend has gotten hurt using without knowledge. My heart hurts thinking kids are just walking around in the sun with glycolic acid on their faces .

[@sci300768]

I do agree that some people might benefit from various potent skincare products, and you are one case. But kids? No. Kids as a whole don't really have skin issues as far as I know for the most part.

[@francinejones2524]

Well their parents are so stupid to indulge them.

[@brittneyyyann]

Fortunately the kids using drunk elephant are likely sitting inside on their iPads rather than out in the sun 🙃

[@kaichang7635]

​@@brittneyyyannI've heard you're even supposed to use sunscreen when looking at device screens (lookin those iPad kids) but idk if that's forreal or just some bs

[@hcf4kd1992]

​@@kaichang7635gotta be bs

[@minohki]

All our organs do not work the same. 😅The have malfunctions and abnormalities all the time. This includes our skin.

[@Rebecca-ii9kq]

The look on James’s face when he said, “It’s just gonna get worse from here.” 😈

[@felinemoonchild]

I'm so here for you to drag DE. I've hated the brand for so long, before I even knew the questionable (at best) practices and scandals. It just always seemed way overpriced for zero reason to me, and I hate brands like that.

[@maddie8415]

The most insane part of the fact that Dunk Elephant has gotten so popular with kids is how ridiculously expensive it is! Last year I was given a free sample of the LaLa Retro Whipped Cream moisturizer (I had to look up what it was called) and it was literally about $65 for a little 1.7 oz/50 ml jar. I thought it was nice, but not any nicer than CeraVe, which is a small fraction of the price. It's literally a basic moisturizer! And one that is probably too heavy for a teenager, anyway, I'm 39 and find it to be something I'd only use in the winter. Thanks for calling out this brand on their BS and fear mongering.

[@briannalindsay3467]

I completely agree with parents needing to be stricter about what their kids do online and what they spend their money on. When I was 10 I really wanted to get into skincare since my older cousins were also into it. My aunt got all of us girls (10, 11, 13) a gentle Natio cleanser and moisturiser both with rosewater for us to use so we wouldn't destroy our skin. I still use Natio products to this day because I love their rosewater moisturiser.

[@JuliesManyHats]

I hate this fearmongering so much. I am legitimately allergic to SLS and I’m grateful there are SLS-free products, but I still all these ingredients (even SLS!) are fine. I’m not going to demand it be eradicated or declare it bad for everyone just because I get hives. “Clean” beauty just results in skincare that might not be as effective as it could be. p.s. pro tip for my SLS-challenged girlies: Ulta body wash is SLS-free and smells heavenly ❤

[@catchmyflow1]

It's another bandwagon for brainless sheep to jump onto

[@palasiksivain]

i'm diagnosed with cystic acne, having gone through several accutane treatments and every single topical medicine out there. cystic acne is very commonly genetic, and so is mine. i've used skincare products VERY rarely bc i'm scared of angering my skin with different ingredients, so i've stuck with a makeup remover balm and a gel cleanser - and my acne is still there. sick and tired of this level of misinformation, esp coming from a skincare brand.

[@annaf.1109]

Try to stick with a fungal acne regimen, it helped me completely heal my cystic acne 🙌🏼

[@ashleyj6805]

@@annaf.1109 what do you recommend?

[@xeaux]

I had a dermatologist recommend DE products to me. I’ve used their bar soap in the past but the little samples I’ve tried from Sephora either inflamed my skin or just didn’t work well. Was really surprised that a dermatologist recommended that brand…

[@coolchameleon21]

i used to have severe cystic acne, i went through 2 rounds of accutane and still had acne for years afterwards. turns out, i had PCOS the whole time and my hormones were completely out of whack and that’s what was causing my acne. so if you haven’t looked into that already, it could be worth checking to see if you have any of the other symptoms. cystic acne is the worst, i hope you find some solutions!

[@2degucitas]

Very thoroughly researched and presented as usual. You're my go-to guy for skincare.

[@JamesWelsh]

Thank you so much 🥹🙏🏼

[@vanessabogaert2104]

I own a MedSpa and I’m constantly telling friends not to let their young daughters use this stuff on their skin!

[@nailicious_4_u]

How can kids afford this brand omg it's so dang expensive I can't even afford it

[@wearelegion1163]

Rich mommy & daddy who've never said no to their little precious

[@corrinsheart]

@@wearelegion1163yup, my parents would beat my a-s if I asked for something that expensive😅

[@JamesWelsh]

Right?! My products as a teen cost about £3 each 😭😭

[@nailicious_4_u]

@@JamesWelsh honestly the cheapest we could find or not use anything at all it’s ridiculous these kids paying £70 for a tiny amount of product there parents are insane

[@irradiated_woman8016]

Right?? The "fancy" product I used at that age was noxema LOL

[@debrandw246]

I have no urge to ever use them. There product and reputation are horrendous. Thank you James

[@bellyjewel]

Same here

[@beyfan878]

I'm from Southern Africa and when I heard the name I immediately thought the brand was an African one or at least the founder was from Southern Africa because it is reminiscent of home and amarulas. It made me uncomfortable when I found out it who the owner was and how she behaved. Also amarulas taste great, make a great creme liqueur and a nice gin, but in my country at least amarula oil is not widely used for skincare and no unique benefits that I am aware of.

[@mariekevee4501]

I'm Dutch and I recognised their names as Afrikaans, so I assumed they were a South African brand. I didn't think they could get away with those products names while being an American brand!

[@howareyoualiveifyoudonteatbeef]

Amarula is a drink sold in the UK too. It's a more fruity tasting version of Bailey's. People usually buy Amarula around Christmas time and is mixed with lemonade.

[@maryeckel9682]

Interesting!

[@monikawatkins8525]

I’ll never buy from them. They are so shady, I’m even doubtful of their ingredients and their sourcing, and fake reviews . And the prices…??? Seriously ? There are so many other “dupes”, or just simply better products out there !!! I don’t see a reason to pay so much for gosh knows what. Love ya James ❤

[@Yuriy99]

I used to be obsessed with Drunk Elephant. I used to buy the DE $450+ holiday set at Sephora every year, but then something dawned on me. It was nothing but very lackluster products bottled into cute, luxe packaging. The only thing I loved about DE was that I could arrange the bottles into a rainbow on my vanity. Their gel formulas had the most gross dry down & stayed tacky (B-Hydra and all Protini products). Their vitamin C ALWAYS oxidized immediately/cause acne. Their eye serum pilled. Their cleanser didn’t even foam, or cleanse. Cleansing balm left residue that you could scrape off your skin with your fingernail. The SPF was nothing short of traumatizing; white paint. Every single eye cream was trash, one gave me milia. F-balm, I swear to GOD, was formulated to be a feast for Malassezia fungal acne!! Framboos AHA serum was sticky and ineffective, never brightened. Milki toner was OK for parched skin. LaLa Retro wasn’t bad, neither was the lilac colored AHA mask. The prices for all of these products are absolutely unacceptable for the lack of results you get.

[@jillbold2385]

I liked the peptide protini, but really it’s all too expensive. My 6-year-old daughter loves to watch me do my skincare, and I got her a few Cetaphil products so she can do “skincare” too. We both use the Krave Beauty sunscreen 😊 Anyways, great video James, very insightful and entertaining 🙌🏼

[@gl990]

I liked Protini, too, but switched to First Aid Beauty’s Firming Cream with Peptides and Niacinamide + Collagen, and found it has a very similar feel and result.

[@kerry8461]

Great alternatives!

[@chrisz7494]

Cetaphil is a great brand!! I use it as a big adult

[@Shudderetal]

I've seen No BS Beauty repeatedly call Neogen High R Exosomes Cream a dupe if not superior to the Protini! Might check it out when I'm done with my moisturizer.

[@Jess-737]

I think the parents of these Drunk Elephant kids THINK they’re doing their kids a favor by buying this brand because they grew up using Seabreeze alcohol toner, apricot scrubs, 10% benzoyl peroxide, and Oxy Pads in the 90s. I’d recommend they get their kids something gentle (and cheaper!) like the Bubble brand.

[@purpurina5663]

But really, truly, kids don't need skincare -shouldn't even be thinking about it.

[@chrisz7494]

Kids need a cleanser, a moisturiser, and a sunscreen. End of story. *it's still skincare

[@Snakesnarl]

I love this series because I just like anything to do with history. Even if it’s just a history of a brand

[@iammango08]

why would anyone want DE when u can get so many budget friendly products that work, esp asian skin care! We need more direct access and information shared with US customers from Olive Young, Yes Style, etc…

[@Coral-Buddy]

Drunk Elephant is just Goop for tweens

[@theadamsfamily1754]

Im 36 years old and have never heard of Drunk Elephant until all the Sephora kid drama.. lol

[@elceenomoun8115]

A sales woman at sephora really tried to push DE on me early on. I asked for a sample. She. Was. AGHAST! DE does NOT have samples, she told me. Ok, but I don't buy something without trying it first. Totally lost interest in me and stormed off. So, I've never used it.

[@samisparkleheart]

That is so weird, lol. She was obviously a DE fangirl.

[@amberevol]

there's literally other comments here from ppl who work at Sephora talking about kids messing w DE samples lol she lied to you or just wanted all the samples to herself 😂

[@cw1041]

Drunk Elephant is way too expensive for me so I've never tried it. Glad I didn't.

[@lazynoodle6739]

I can't belive I'm here 44 minutes after publishing the video. Yes please give me more beauty brand drma and info, another company I never used haha I like listening to those videos tho

[@JamesWelsh]

Haha I’m the same. Never used drunk elephant!

[@kittendarkmatter]

DE got away with charging what they charge because of the prestige and luxury associated with their brand. They’ve lost that, and now it’s the Sephora Kid brand. The FYP tides will eventually turn once the 6th graders move on to whatever brand strikes them as prestigious and luxurious. They’ve just cheerfully allowed themselves to be devalued as a brand. 🤷🏼‍♀️

[@Iamclassycamille]

Loved this entire video!! From the editing, to the chapter breakup of the storyline, I was GLUED to the screen! It is not possible for me to care less about drunk elephant lol but I watched this entire video start to finish😍loved this!

[@atreq]

The point about all skin and all organs working the same has be SHOOKETH. It all organs work the same, would she be comfortable taking high blood pressure medication? If it is necessary for correct heart function of someone else, surely it would help her, too? It's ridiculous. That statement is so ableist it makes me sick.

[@LucindaR]

Their vitamin c gave me milia and I commented asking if I was doing something wrong. Someone from the official account responded saying it couldn't possibly be their product. I hadn't changed anything else in my routine.

[@heathermackenzie7670]

I remember Caroline Hirons calling out their marketing manager (Neil something?) after he'd given out frankly reckless advice to a customer about using their stupidly strong retinol, and he'd responded by insulting Caroline and insinuating she knew nothing about skincare (a *very* stupid PR move since she'd championed the brand when they launched in the UK, with the caveat that she thought the "suspiscious six" was nonsense). I was considering buying their marula oil at the timer (so glad I didn't).

[@smajliiicka]

Hi James, unsure if you did in the past but would you please do a deep dive about Shiseido and SKII? I just don't understand the price points here 🤷🏼‍♀️ thank you ❤

[@charliehorse8401]

Got that old timey nighty shirt on. Got that snork mimimimimi shirt on. Got that where's Waldo fit on

[@albuszx]

I was getting into skincare as a hobby when the Lala Cream craze happened. I never bought it because it either didn't sell in Brazil, or was super expensive, I can't recall. But it always felt like a "white skinny mid-20s LA beauty blogger" kind of product, which unexpectedly connects to the discussion about African fetishization and how very white US this brand feels and acts

[@maryeckel9682]

That aspect has always bugged me. It didn't help that I knew the "drunk elephant" story was greatly exaggerated.

[@CutifulKaity]

I always put on one of your videos while I’m doing my nightly skincare and unwinding. You’ve become a part of my routine💅🏼

[@onimendez7735]

Appreciate this breakdown (literally) of DE. Never used it since the package put me off (childish). Thank you James! Sidenote: Susan Yara also responded rudely and defensively in her comments section regarding Naturium. Take notice Ms Yara!

[@abracabadass]

looking like a beautiful candy cane today james ❤️❤️❤️

[@nijoodubey1157]

"like her, i guess..."that expression of yours...gold🤩

[@whatifjenny]

I've tried Drunk Elephant samples so many times, but most of them make my skin feel like it's burning, so I've never bought a full size product. I certainly would never let my kid use it lol.

[@picahudsoniaunflocked5426]

I wish I was in whatever secret backchannel I'm assuming/wishcasting JW would be on with Lab Muffin. The gossip would scorch. Scorch. The scathing "you all know how I feel about *clean* by now". Blink. Scorch!

[@JamesWelsh]

😂😂😂

[@Leatherargento]

Thank you for discussing these things honestly and intelligently.

[@denaemichele]

30:38 There is so much shade 😎 to the DE owner in this video but this part is my favorite 😂

[@jasminelee1234]

My 10 year old niece has started a 5 step skincare regime and is obsessed with Drunk Elephant. Her bag of products are more expensive than mine! I have no idea how she even knows about this stuff as she’s not allowed on tiktok and jnstagram. I’ve begged her to just use a gentle cleanser and spf…she doesn’t even have pores! The marketing and pressure to spend spend spend to be ‘perfect’ from a young age is so scary.

[@HadridarMatramen]

Oh, yikes...!!!! I hope her parents are aware of the very severe and long-term damage that can do to her... Both her skin, and her finances!!!!

[@purpurina5663]

5-step!?!?

[@jasminelee1234]

@@purpurina5663 cleanse, tone, moisturise, serum, spf. I’m hoping the novelty will wear off soon 🙏

[@maryeckel9682]

I hope she doesn't damage her pristine kid skin!

[@jasmine8747]

You're the only person I watch for all things skincare. Thank you so much for being so informative!!

[@catiebeans]

I hate that their moisturizers are the only ones that work well for my skin. I’m not willing to go back to the trial and error of trying to find another product, especially when my skin is the clearest it’s ever been. On one hand, I don’t want to support a shady business… but on the other hand, I also don’t want to spend money on products that are going to irritate and break out my sensitive skin out until I find the right one. I’m turning thirty, I don’t want to deal with being a pimply adult again. Unfortunately, vanity wins this round.

[@portelasofia98]

I didn’t even know DE was clean beauty, I just know it from people absolutely loving in the the 2010s-2018 and no one in real life could tell me why they loved it so much either 😂

[@Call-me-Al]

I heard some people had good results with it, so I didn't have a bad opinion of it back then. But them being so profit hungry and shortsighted definitely makes me despise the brand

[@ratherbquiltn]

I can tell you. I have a list of rosacea triggers longer than my arm and several DE products exclude all of my triggers. It’s very difficult for me to find skin care products that don’t flare my rosacea and I’m happy to have them.

[@hcf4kd1992]

Pretty colors. I've only ever gotten one product from them, and I like the airtight packaging that pushed the moisturizer to the top so you never have to stick your fingers in. That's it. Otherwise it was no better than anything else.

[@scarlettlav]

I’m just glad there are so way better Kbeauty brands at the fraction of the price

[@katemakeuplooks]

The only DE products I’ve ever had were in Cult Beauty goody bags that you get when you spend a certain amount. They are still sitting unused in my cupboard several years later because somehow they have never appealed to me.

[@stedydubdetroit]

Ordinary brand and Origins brand are my jam. Work wonderfully 👏🏽 no gimmicks, just quality

[@ratherbquiltn]

They actually suck for me because they include tons of my rosacea triggers starting with propanediol and EOs in the case of Origins. To each their own.

[@wingedyera]

Interesting because the ordinary lessened mine so much. ​@@ratherbquiltn shows how much peoples skin differs

[@PinkuPeachy]

Screaming at the clip of the smoothies that was using TREE HUT BODY SCRUB AND DIOR CONCEALER???????!!??? 💀

[@taylortiwari7118]

Yay! Another in depth breakdown. I love these for real. You’re so good at laying it all out in a way that’s understandable and entertaining.

[@tazthemua]

To my retail friends: All you can do is educate the kids about the reasons they don’t need some of the ingredients they’re asking for. I’ve had a hard time not crossing that parental line, but if you treat them like any other guest I promise they’ll feel in good hands. Her claim that it’s safe for tweens is actually so devastating.

[@glcork]

I have never tried Drunk Elephant myself due to the amount of negative publicity and the way they are currently going after young people. I would love to see you do a video on Paula's Choice, which I have used for years, but I'm a little unsure about the brand since the Unilever acquisition.

[@QueenKunta]

23:09 thank you for disclosing the AI image here! I know some don’t care, but I do!

[@ChrystalVanDusseldorp]

"Skincare everyone can use"... as long as you have $60-$80 to spend on a single product. 😬 💜🖤💜🖤

[@KellyB-m9v]

Exactly Chrystal. I used to get tempted but, then look at the price of a 1 oz bottle. If you're not new to skin care, you know there are comparable, even better products with a much cheaper price tag.

[@Sparklerss]

It’s so sad to see kids putting retinol on their skin. Usually you use retinol once your mid to late twenties, and the kids using retinol are just stripping their skin barrier.😕❤️

[@neen42]

I didnt until my late 30s. Had to get my eczema and rosacea under control first. Definitely have to be careful depending on your skin conditions - starting low and slow was key for me. Stronger and more isn't better - it just makes plain water cause pain

[@askalemuralia]

Thanks for your efforts on bringing us yet another contemporary beauty industry history lesson! If I may just say: I wish you would've included as much detail about the financial and setup/production of the company and products as in previous occasions. For our everyday workers, it is always reassuring to know how exactly does someone make a fortune, but also: where are the factories, ingredients workers based, and last but not least the packaging/waste/pollution footprint I would love to know. Looking forward to your next Behind The Beauty!

[@beckyrobbins445]

I learn so much from these videos you do about brands!!

[@mrsgleek12]

I have incredibly sensitive skin. Like, I can put a plop of product on my lower cheek and if it doesn't mesh with my skin I will have hives over my entire face 2 hours later. I have a particular sensitivity to artificial fragrance/oils but, it depends on how much is in the product and how it is processed if I have a reaction or not. I have a sugar scrub that has fragrance listed pretty far down the list and it works for me. I've tried fragrance free products and have had reactions, ranging from slight irritation to itchy hives. It took 3 products for me to learn ingredients alone are not the only thing that can cause irritation. This lady made a whole brand on a misconception/lie. not surprised.

[@ApplePieQueen]

I love watching these deep dives, thanks for doing them James! X

[@sopking6571]

Loving these dives, learning so much! Thank you for your hard work 💜

[@toadacrosstheroad]

I hate all of these brand owners claiming ingredients that set off their sensitive skin are toxic. Just fcking call them “sensitive skin friendly”. I react to nearly every skincare product and can’t just choose what I wanna support like other people can, my sensitive skin means I generally can only use one specific product for each part of my routine. It’s infuriating having to use these brands.

[@ratherbquiltn]

I hate that too, but actually DE does not call the “suspicious six” toxic. They say they’re “known to cause irritation and inflammation”. Maybe when they started they didn’t word it quite that way. I really don’t remember. I just know five of them really irritate my rosacea.

[@victoriatrondsen7935]

As someone with sensitive skin, it IS true that those ingredients do irritate sensitive skin. I need to stay away from alcohols, essential oils and fragrance the most, my skin just goes dry, red, itchy, stingy and irritated if I put those on. So she was onto something. And I also agree that I wish more brands would leave those ingredients out as it's hard for me to buy beauty bundles or beauty advent calendars as I can't use 90 % of the products 😩 However, the rest of the stuff she was going on about, how we all have the same skin?.. Is mental! Why does it always seem to be the greedy and immature people who run million-dollar brands 😩

[@victoriaa9933]

elephants have dry, wrinkly skin so it's such an odd choice of a name for skincare. I never had it. The price point is so high it's the same as medical-grade products, so why bother with something OTC?

[@morgianasartre6709]

"Medical grade" is also just a marketing term, those products are also just otc.

[@just2lovable]

Loving these brand history deep dives

[@74Benedict]

Their packaging looks cheap but their prices are not, and like everyone else has seen their displays are straight up disgusting, even in well-managed beauty stores. No thanks.

[@jw-729]

I have no comment over this brand, just want to give a shout out that I absolutely love your Behind The Beauty series!

[@ilzevanrensburg3239]

Will never buy Drunk Elephant...even if someone requested me with a gun.... 😂😂😂😂😂 No thanks dear... 'mix like a cocktail 😂, oh jesus take the the wheel 😂😂😂😂The posts on instagram are so childish and so inappropriate and does not seem like someone that knows skin problems!!! Love you James, love your videos!!! And your skin looks perfect! ❤

[@Sherralyn]

Every high school curriculum should include critical thinking skills. So much bs, so little questioning. Healthy skepticism is essential for every aspect of our lives. How else does a person evaluate truth in claims??

[@kymera_auranos]

I have to say…their purple top whipped something moisturizer is the only thing I’ve found that soothes and “fixes” my windburn…without breaking me out. Unless I find something else that works as well as it does, I’m sadly still buying it😅

[@BeckiBlack26]

Thanks James, love your brand deep dives, always so interesting

[@KJ-ut4rw]

Your voice is so soothing. I moved to USA 7 years ago from uk and I love listening to you 😊

[@Danisuzette]

Uh huh I've always side eyed this brand but while at ulta the lovely lady behind the counter went to find something for me and my curiosity got to me. I tried a drunk elephant moisturizer on the back of my hand and left the store with a rash that continued to get worse even after washed off.

[@Dermatoulis-cd5ex]

You know what, this was a very fine essay for guardian f.e. In the end of the day cosmetics are already on a saturation point that you can get what you want on the price you want. So as consumers we have the luxury to choose companies with working conditions that we would have liked to work, with healthy working conditions. And who knows one day competition will save my working conditions as well.