Drunk Elephant beauty brand suffers sales drop amid big shakeup
Once a beauty disruptor, this viral brand is now in major trouble.
This brand had the moment. It dominated Instagram. Influencers couldn’t get enough. It sold out at Sephora again and again. With playful packaging and a loud, no-nonsense tone, it built a loyal following that made it feel more like a movement than a skincare line.
But that moment? It’s fading — fast.
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Going viral doesn’t equal staying power. And in today’s brutally competitive beauty space, even cult-favorite status won’t protect you from an identity crisis.
