Gloss Angeles Episode Summary: "Are Teens Really To Blame for Drunk Elephant’s Decline?"

Release Date: May 20, 2025

In this engaging episode of Gloss Angeles, co-hosts Kirbie Johnson and Sara Tan delve into the recent downturn of the esteemed skincare brand Drunk Elephant, exploring whether the shift towards a younger demographic is the root cause of its decline. Alongside this central discussion, the hosts also spotlight exciting new beauty brand launches and share their personal summer experiences in Los Angeles.

1. Opening Conversation: Embracing the LA Summer

Before diving into the main topics, Kirbie and Sara engage in a lively discussion about their summer favorites in Los Angeles. They reminisce about beach outings, share anecdotes about family trips, and highlight local events that define the LA summer experience.

• Sara explains her quintessential LA summer activity:

  "La summer for me is sinespia. And also the movie Dazed and Confused." [05:04]

• Kirbie shares her evolving relationship with the beach:

  "Now that I have Zoe and Kate, and because Matt is such, like, a fish in the ocean, I really look forward to being by the beach." [01:54]

This segment sets a warm, relatable tone, connecting with listeners who cherish the vibrant LA lifestyle.

2. Spotlight on New Beauty Brand Launches

Kirbie and Sara transition seamlessly into discussing the latest celebrity beauty brand launches, highlighting the endeavors of prominent figures in the beauty industry.

a. Shakira’s Esema Hair Care

• Background: Born from Shakira’s personal quest for products tailored to her naturally curly hair, Esema Hair Care addresses common issues like frizz, dryness, and lack of shine.

• Launch Details:

  "She was frustrated with the lack of options, so she collaborated with a lab to develop solutions." [09:25]

• Anticipation: Although officially unannounced, the brand is accepting waitlist signups with an expected summer release.

b. Jasmine Tookes and Sabrina Castenfeld’s Brunel

• Brand Concept: Brunel is a wellness-inspired body care line launched by supermodel Jasmine Tookes and investor Sabrina Castenfeld.

• Product Line: The initial launch features three body oils—Awakening Renewal, Golden Hour Glow, and others enriched with Squalane, ceramides, and vitamin C.

• Personal Insights:

  "Jasmine has like a diary from when she was a teenager that says she wanted to start her own beauty brand." [10:46]

• Host Reflections: Sara admires Jasmine’s aesthetic and questions the dynamic between celebrity founders and business co-founders.

c. Savannah James’ Reframe Skincare

• Founder: Savannah James, wife of LeBron James, introduces Reframe, a skincare brand developed in collaboration with dermatologists and researchers.

• Product Offerings:

  • Pigment Processor (Brightening Serum) – $115
  • Compression Complex (Facial Sculpting Cream) – $95
  • Circadian Cream (Overnight Collagen Moisturizer) – $135

• Unique Selling Point:

  "They partnered with Howard University's College of Dermatology to ensure efficacy across all skin tones." [13:40]

• Hosts’ Opinions: While appreciating the product formulations, Sara expresses skepticism about the efficacy claims related to circadian-focused messaging.

3. Major Headline: Drunk Elephant’s Significant Decline

The core of the episode centers on the dramatic decline in sales of Drunk Elephant, a once-buzzworthy prestige skincare brand under the umbrella of Shiseido.

a. Shiseido’s Earnings Report

• Performance Metrics:

  "Shiseido's earnings declined 8.5% with Drunk Elephant sales sliding 65% year-over-year." [16:11]

• Market Challenges: The decline is attributed to inventory issues and a misaligned target customer base.

b. Analysis of Drunk Elephant’s Decline

• Tween Demographic Misstep:

  "The main source of Drunk Elephant's woes was the ever-fickle teenagers who embraced it wholeheartedly during the height of the Sephora tween phase last year." [18:27]

• Hosts’ Perspectives:

  • Kirbie contends that Drunk Elephant never intentionally targeted younger consumers:

    "I personally do not think that Drunk Elephant ever tried to market towards a younger audience." [20:06]

  • Sara agrees, emphasizing that the brand never officially marketed to tweens but became popular among them organically:

    "They literally never marketed for tweens... People just gravitated towards them and then they bought them." [21:43]

c. Impact of Leadership Changes

• Potential Departure of Tiffany Masterson:

  "Puck reported that Tiffany was gonna be stepping down from her day-to-day duties as Chief Creative Officer, but Shiseido did not comment on the speculation." [30:46]

• Brand Identity Crisis: The loss of Masterson may have contributed to a lack of cohesive brand vision, similar to other brands like Urban Decay and Too Faced post-acquisition.

d. Competitive Landscape and Market Saturation

• Increased Competition: The entry of numerous clean beauty brands offering similar benefits at more accessible price points has diluted Drunk Elephant’s unique selling proposition.

• Product Accessibility: Expensive products like the $70 moisturizer became less appealing when cheaper alternatives surfaced.

• Inventory Shortages: Popular products, especially the bronzing drops, faced stock shortages, leading consumers to explore other brands.

4. Hosts’ Recommendations and Insights

Kirbie and Sara offer constructive suggestions for Drunk Elephant to regain its footing in the competitive beauty market:

• Refocusing Marketing Efforts:

  "They need to rethink their marketing and their PR strategy and focus on the Gen X or Millennials again." [25:02]

• Emphasizing Product Quality: Advocating for a product-first approach to highlight the brand’s strengths and reinstating its reputation for high-quality skincare.

• Engaging with Appropriate Influencers: Collaborating with mature skin influencers to realign with the original target demographic.

5. Conclusion and Listener Engagement

The episode wraps up with Kirbie and Sara encouraging listeners to explore the detailed story by Brennan Kilbane and sharing their eagerness to test and review the newly launched beauty products.

• Call to Action:

  "If you listeners, viewers end up trying any of the products to let us know what you think, please do." [16:11]

This invitation fosters community interaction and positions the hosts as trusted voices in the beauty industry.

Notable Quotes with Timestamps

• Kirbie on Beach Preferences:

  "I need to have an umbrella, and I need to have shade. And I'm not just saying that, like, Evelyn tan is the reason why I'm scared of the sun, but also I just get headaches." [01:54]

• Sara on Drunk Elephant’s Tween Strategy:

  "Drunk Elephant essentially alienated its initial fan base of millennials and Gen X for Gen Z and Gen Alpha when the brand ethos didn't align." [18:52]

• Kirbie on Brand Identity Post-Acquisition:

  "Maybe we just have to expense it. That's what I always say. We'll expense it." [31:04]

• Sara’s Skepticism on Circadian Cream:

  "Do you actually have proof that this product is working better? More so than who you would consider your competitors in terms of how it repairs your skin at night?" [14:28]

Final Thoughts

In "Are Teens Really To Blame for Drunk Elephant’s Decline?", Kirbie Johnson and Sara Tan provide a thorough analysis of the challenges faced by a luxury skincare brand navigating an evolving market landscape. Through insightful discussion and a blend of personal anecdotes, they offer listeners a nuanced perspective on brand loyalty, marketing strategies, and the delicate balance between maintaining brand integrity and expanding demographic reach. This episode serves as a valuable resource for beauty enthusiasts and industry professionals alike, shedding light on the complexities of sustaining a high-end beauty brand in today’s fast-paced, trend-driven market.