After years of exclusivity with Sephora, the mydrunkelephant will be available online and all doors at UltaBeauty.
“Exclusivity has been a part of my strategy from the beginning to get my feet firmly on the ground,” said Tiffany Masterson, founder of Drunk Elephant. “We’ve had customers asking us on social media constantly when we’re going into Ulta.”
To that end, despite the full assortment going into Ulta, Masterson expects the brand’s miniature sizes to perform exceptionally well. “The ‘littles’ represent a routine, and you can buy the whole routine that lasts 30 days. If we can lead with that in every retailer, we can educate the consumer right away on why we’re different, and it can be a game changer,” she said. “When you’re in a typical retailer, you go back to the hero product, but this is a philosophy, and it’s a challenge.
It is now called C-Firma Fresh Day Serum, and consumers mix the formula’s two phases — powdered L-ascorbic acid, or Vitamin C, and a liquid base — prior to first use. The formula is now also vegan.
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