Sephora Kids’ Isn’t Responsible for Drunk Elephant’s Problems; It’s the Pursuit of Virality

Drunk Elephant, once a leading skin care brand, has faced significant challenges in 2025. In the first quarter, its sales dropped by 65%, impacting the overall financial performance of its parent company, Shiseido, in the US. This decline follows a 25% decrease in sales in 2024, attributed to production and shipment issues.

Shiseido has been cautious about explaining the specific reasons for Drunk Elephant’s recent struggles but is committed to turning the brand around. Efforts include boosting consumer engagement and educating beauty advisors at retail locations. Despite the setbacks, Shiseido is not abandoning Drunk Elephant and is working towards a recovery strategy.

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