“‘Please Enjoy Responsibly’ is an invitation to think differently about skin care,” said Tiffany Masterson, founder of Drunk Elephant.Drunk Elephant
Goodbye, Sephora kids.
The campaign tagline, “Skin care works better when done with intention,” reflects the brand’s commitment to ingredient integrity and purposeful product use. All Drunk Elephant formulas are crafted without ingredients known to trigger common skin issues or interfere with efficacy.
According to the company, this philosophy empowers consumers to build custom routines that support long-term skin health and consistently luminous results—whether they’re heading to work, out for the evening, or enjoying a self-care night in.
“‘Please Enjoy Responsibly’ is an invitation to think differently about skin care,” said Tiffany Masterson, founder of Drunk Elephant. “It means using effective actives, supporting the skin barrier, and taking a long-term approach to skin health ... This campaign brings clarity to the philosophy that shaped the brand from the very beginning.”
Performance and Personality in Every Jar
Barbara Calcagni, president, global brands—Drunk Elephant, NARS & Dr. Dennis Gross Skincare, echoed this vision: emphasizing the brand’s disciplined formulation approach and commitment to serving a community of skin care enthusiasts who value both ingredient quality and proven results.
Drunk Elephant is also refreshing its retail merchandising and social presence to reflect the updated brand look and messaging.
Addressing the Gen Alpha Conversation
While Drunk Elephant’s evolved direction focuses on intentional, science-backed skin care for adults, recent cultural moments have highlighted a distinct generational buzz around the brand—especially among younger consumers.
A 2024 Glamour profile detailed how children as young as nine have put Drunk Elephant at the top of their holiday wish lists, driven in large part by social media and influencer culture. In the article, Glamour executive editor Natasha Pearlman recounted her nine-year-old daughter Rose’s Christmas list, which didn’t just ask for products—it asked for Drunk Elephant as a whole. Rose, in fourth grade, began talking specifically about the brand and its cult favorites like B-Hydra Intensive Hydration Gel and Protini Polypeptide Cream—products that dermatologists generally don’t consider necessary or appropriate for pre-adolescent skin.
Industry observers had framed this phenomenon as part of a broader “Sephora kids” culture—where Gen Alpha (those aged 14 and under) is increasingly visible in beauty spaces and driven by viral content to emulate adult routines with pricey formulations. Some analysts suggest that Drunk Elephant’s appeal to this demographic—even if unintentional—may have contributed to confusion around the brand’s core mission and customer base, prompting calls for clearer guidance on age-appropriate use.
In response to such concerns, Drunk Elephant has publicly clarified that its products containing potent active ingredients (like acids and retinol) are not recommended for children under 13 without professional guidance, even if certain milder offerings may be compatible with broader skin types.
The new initiative makes this position even more explicit.
Looking Ahead
Drunk Elephant’s “Please Enjoy Responsibly” campaign signals a strategic recommitment to its roots: intentional, effective skin care backed by science and free from unnecessary irritants—a clear message to its core adult audience. At the same time, the brand’s engagement with cultural conversations about youth fascination with skin care highlights the challenges beauty companies face in a social media-fueled landscape where trends can blur age-appropriate boundaries.
