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Agenda-setting intelligence, analysis and advice for the global fashion community.

Drunk Elephant Isn’t Shiseido’s Only Problem

Japan’s largest beauty company posted its first loss in decades after writing down the skincare label. With a turnaround in progress, it needs to revisit its overall brand mix to prove it can — or can’t — evolve.
Drunk Elephant Protini moisturiser
Shiseido acquired the skincare brand Drunk Elephant in 2019, when the Japanese conglomerate was at a sales and profit peak. (Shiseido)

Japan’s largest beauty conglomerate

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Further Reading

Why Shiseido Bought Drunk Elephant

The Japanese beauty giant will purchase the clean skincare brand for $845 million, adding to a prestige portfolio that includes Shiseido, Nars, Clé de Peau Beauté and Laura Mercier.

Drunk Elephant Was Never for Kids

The clean beauty brand has faced significant challenges in the years since it was acquired by Shiseido, but its embrace of young consumers may have been its biggest misstep.

About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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