Drunk Elephant leaning into skincare-obsessed tweens has turned Millennials off the brand. Once a Millennial go-to for clean, effective skincare, the brand was soaring when it became part of the “Sephora tween” phenomenon. As YPulse has reported before, tweens are in fact using beauty and skincare already—often flocking to Sephora to test and purchase products. And when it comes to Drunk Elephant, their bright, playful packaging made it an easy favorite among this younger demographic—even though its potent formulas, like acid exfoliants and retinols, were never meant for pre-teen skin. But its parent company revealed earnings dropped 65% in Q1 of 2025. Many are attributing this drop to its original customer base now viewing it as a teen brand, and the “fickle” tween audience moving onto cheaper brands. (BoF)
👀 Read more from YPulse: The Real Data on Tweens Buying Skincare
