Drunk Elephant
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How to Launch New Categories Without Losing Your Way
Expanding into new products can drive massive growth — or completely ruin a brand. Here is how industry leaders at Canada Goose, Drunk Elephant and Havaianas navigate the high-stakes business of category expansion, avoid dilution and pinpoint the right time for their biggest launches.
How to Launch New Categories Without Losing Your Way
Expanding into new products can drive massive growth — or completely ruin a brand. Here is how industry leaders at Canada Goose, Drunk Elephant and Havaianas navigate the high-stakes business of category expansion, avoid dilution and pinpoint the right time for their biggest launches.
How the Club Became a Fragrance Hall
Perfume brands are marketing their wares at nightlife spaces, where scent, intimacy and memory make for a uniquely potent pitch.
How the Club Became a Fragrance Hall
Perfume brands are marketing their wares at nightlife spaces, where scent, intimacy and memory make for a uniquely potent pitch.
Is There a Right Way to Sell Skincare to Kids?
Beauty built an entire industry around Gen Alpha’s shopping frenzy. But as the legal and ethical consequences of marketing to kids come into focus, tween-focused brands face their watershed moment.
Is There a Right Way to Sell Skincare to Kids?
Beauty built an entire industry around Gen Alpha’s shopping frenzy. But as the legal and ethical consequences of marketing to kids come into focus, tween-focused brands face their watershed moment.
Summer Fridays Struck Gold With Lip Balm. Can It Do the Same With Fragrance?
With its Lip Butter Balm still a top hero product, Marianna Hewitt and Lauren Ireland’s Summer Fridays expands as it evolves into a multi-category beauty brand.
Summer Fridays Struck Gold With Lip Balm. Can It Do the Same With Fragrance?
With its Lip Butter Balm still a top hero product, Marianna Hewitt and Lauren Ireland’s Summer Fridays expands as it evolves into a multi-category beauty brand.
Drunk Elephant Isn’t Shiseido’s Only Problem
Japan’s largest beauty company posted its first loss in decades after writing down Drunk Elephant. With a turnaround in progress, it needs to revisit its overall brand mix to prove it can — or can’t — evolve.
Drunk Elephant Isn’t Shiseido’s Only Problem
Japan’s largest beauty company posted its first loss in decades after writing down Drunk Elephant. With a turnaround in progress, it needs to revisit its overall brand mix to prove it can — or can’t — evolve.
Shiseido Faces Tough Turnaround After Costly Cosmetics Stumbles
Once a formidable challenger to L’Oréal and the Estée Lauder Companies, Japan's largest beauty conglomerate is navigating its biggest challenge in decades, hurt by a costly misfire in North America and pressure from international rivals.
Shiseido Faces Tough Turnaround After Costly Cosmetics Stumbles
Once a formidable challenger to L’Oréal and the Estée Lauder Companies, Japan's largest beauty conglomerate is navigating its biggest challenge in decades, hurt by a costly misfire in North America and pressure from international rivals.
Drunk Elephant’s New Motto: No Kids Allowed
With a new brand campaign and visual assets, the results-driven ‘clean’ beauty brand hopes to reinforce its original ethos and reclaim its core customer.
Drunk Elephant’s New Motto: No Kids Allowed
With a new brand campaign and visual assets, the results-driven ‘clean’ beauty brand hopes to reinforce its original ethos and reclaim its core customer.
The Best of BoF 2025: Innovation is King
Skincare brands are finding post-pandemic growth more elusive, as customers whittle down their routines and seek out expert-backed brands.
The Best of BoF 2025: Innovation is King
Skincare brands are finding post-pandemic growth more elusive, as customers whittle down their routines and seek out expert-backed brands.
Inside Mcobeauty’s $600 Million Dupe Business
The Australian makeup label has become the number one beauty brand in its native country, and is growing abroad, thanks to the popularity of its lower-priced alternatives to products from Estée Lauder, Dior and more.
Inside Mcobeauty’s $600 Million Dupe Business
The Australian makeup label has become the number one beauty brand in its native country, and is growing abroad, thanks to the popularity of its lower-priced alternatives to products from Estée Lauder, Dior and more.
How a Big Risk Paid Off for Patrick Starrr’s One/Size
This week, I take a look at the need for innovation in beauty, Drunk Elephant’s proposed comeback and Carisa Janes’ new makeup line.
How a Big Risk Paid Off for Patrick Starrr’s One/Size
This week, I take a look at the need for innovation in beauty, Drunk Elephant’s proposed comeback and Carisa Janes’ new makeup line.