This morning Drunk Elephant founding partner and Chief Creative Officer Tiffany Masterson announced on the brand’s Instagram that it has been acquired by Shiseido. In her informal statement, she assured the brand’s loyal cult following that the acquisition would not change the integrity or formulations of the products that they’ve come to love.
“I know what you’re wondering because I am a consumer and I always think/wonder the same things when brands I love are acquired. I want to reassure you. The formulations won’t be changing,” she said. “If it wasn’t announced, you wouldn’t be able to tell the difference; that’s our main goal. Our prices will not be increased. And, we’ll remain cruelty-free. I wouldn’t have signed on for this unless both parties could agree. Fortunately, we wanted the same things; we share like values.”
Reassurance that the prices will not increase likely comes as a relief to many fans of the brand, as influencers and consumers have been vocal on social media about the fact that the products can run some serious coins. But that hasn’t stopped most from spending the money to find out what wonders the products can do for their skin. And we’ve seen from countless review videos and Instagram testimonials that the products have been heralded by Black consumers for years.
Masterson also announced in the post that she would be staying on as CCO and her team would be staying on with her. Shiseido also confirmed that she would be assuming the role of President as well. She expressed her excitement over the acquisition, saying that it would allow Drunk Elephant to reach more markets that have been requesting products. Shiseido also released a statement about the acquisition and their plans moving forward with the brand.
“We are thrilled to announce the acquisition of Drunk Elephant, one of the fastest-growing prestige skincare brands in history. Drunk Elephant’s approach strongly resonates with its highly engaged and loyal consumers, who value the integrity and effectiveness of [its] formulations combined with a fun, curious approach,” said Masahiko Uotani, President and CEO of Shiseido.
“I am very pleased to welcome Tiffany and the Drunk Elephant team to the Shiseido Family and together, pursue our long term mission of ‘BEAUTY INNOVATIONS FOR A BETTER WORLD.’”
Drunk Elephant also treated 100 followers who shared on the post what they love about the brand to a “token of their gratitude” in celebration of the news. We couldn’t think of a better way to kick off this new partnership than a free polypeptide moisturizer or Juju bar for loyal customers.
