Drunk Elephant Unveils New Evolved Brand Direction with “Please Enjoy Responsibly” Campaign

NEW YORK--(BUSINESS WIRE)--Jan 12, 2026--

Drunk Elephant announced today the unveiling of its new evolved brand direction, spotlighting innovative skincare with powerful ingredients and efficacious levels of actives that are designed to deliver real results. With the launch of its “Please Enjoy Responsibly” campaign, Drunk Elephant emphasizes science-backed skincare to support customers in determining exactly what their skin needs to see transformative results. The campaign is a call to action to customers to please moisturize, brighten, glow, exfoliate and hydrate responsibly.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260112209714/en/

“Skincare works better when done with intention”

All Drunk Elephant products are formulated without ingredients that can be at the root of common skin issues or may interfere with product effectiveness. Drunk Elephant products are designed to support skincare enthusiasts who approach skincare with intention and want to achieve long term skin health. The busy Drunk Elephant consumer can create a custom, effective routine that yields consistently luminous skin. Whether heading to the office, enjoying a night out or having a cozy self-care evening at home, Drunk Elephant empowers customers to make informed, intentional choices about their skin so they can feel their best wherever they are.

“Performance and personality can live in the same jar”

“‘Please Enjoy Responsibly’ is an invitation to think differently about skincare,” said Tiffany Masterson, Founder of Drunk Elephant. “It means using effective actives, supporting the skin barrier, and taking a long-term approach to skin health. This campaign brings clarity to the philosophy that shaped the brand from the very beginning. I couldn't be more excited about this opportunity to connect with both our longtime community and those discovering Drunk Elephant for the first time.”

“Drunk Elephant has always maintained a disciplined approach to formulation and a clear philosophy around long-term skin health. From day 1, the principle has been simple: everything the skin needs, nothing it doesn’t,” said Barbara Calcagni, President, Global Brands - Drunk Elephant, NARS, & Dr. Dennis Gross Skincare. “As we usher in the next chapter of Drunk Elephant, this campaign expresses our commitment to serving our community – consumers who are deeply invested in their skin and value both ingredient integrity and proven results.”

Drunk Elephant has updated retail merchandising and the brand’s social platforms to reflect the new brand look and feel.

For more information about Drunk Elephant and how best to enjoy our products responsibly, please visit drunkelephant.com or find us on Instagram @drunkelephant.

About Drunk Elephant

Drunk Elephant believes performance and personality can live in the same jar. The brand believes in skin-first formulas that are developed with effective levels of active ingredients that can be easily absorbed and put to use.

Drunk Elephant Unveils New Evolved Brand Direction with “Please Enjoy Responsibly” Campaign

Drunk Elephant Unveils New Evolved Brand Direction with “Please Enjoy Responsibly” Campaign

Drunk Elephant Unveils New Evolved Brand Direction with “Please Enjoy Responsibly” Campaign

Drunk Elephant Unveils New Evolved Brand Direction with “Please Enjoy Responsibly” Campaign

MINNEAPOLIS (AP) — Federal officers fired tear gas Monday to break up a crowd of whistle-blowing bystanders in Minneapolis who showed up to see the aftermath of a car crash involving immigration agents, just a few blocks from where a woman was fatally shot last week.

A crowd emerged to witness a man being questioned by agents who had rear-ended his car. Agents used tear gas to try to break up the group, then drove off as people screamed, “cowards!”

It was another tense scene following the death of Renee Good on Jan. 7 and a weekend of more immigration enforcement sweeps in the Minneapolis area. There were dozens of protests or vigils across the U.S. to honor Good and passionately criticize the Trump administration's tactics.

Minnesota's attorney general and the mayors of Minneapolis and St. Paul scheduled an afternoon news conference Monday to discuss the immigration operation. No details have been released.

Gov. Tim Walz and his wife Gwen visited the memorial to Good, 37, on the street where she was shot in the head and killed while driving her SUV.

Trump administration officials have repeatedly defended the immigration agent who shot her, saying Good and her vehicle presented a threat. But that explanation has been widely panned by Walz and others based on videos of the confrontation.

Christian Molina, a U.S. citizen who lives in Coon Rapids, said he was driving to a mechanic Monday when agents in another vehicle followed him, even turning on a siren.

Molina said his rear bumper was hit as he turned a corner. He refused to produce identification for the agents, saying he would wait for local police.

“I’m glad they didn’t shoot me or something,” Molina told reporters.

Standing near the mangled fender, he wondered aloud: “Who’s going to pay for my car?”

Meanwhile, in Portland, Oregon, federal authorities filed charges against a Venezuelan national who was one of two people shot there by U.S. Border Patrol on Thursday. The U.S. Justice Department said the man used his pickup truck to strike a Border Patrol vehicle and escape the scene with a woman.

They were shot and eventually arrested. Their wounds were not life-threatening. The FBI said there was no video of the incident, unlike the Good shooting.

EDS NOTE: OBSCENITY - A man gestures as he walks toward a cloud of tear gas that was deployed by federal immigration officers Monday, Jan. 12, 2026, in Minneapolis. (AP Photo/John Locher)

Federal agents drive through smoke from tear gas dispersed during a protest, Monday, Jan. 12, 2026 in Minneapolis (AP Photo/Adam Gray)

Federal agents get ready to disperse tear gas into a crowd at a protest, Monday, Jan. 12, 2026 in Minneapolis (AP Photo/Adam Gray)

A protester's face is doused in water after he was pepper sprayed outside of the Bishop Whipple Federal Building, Monday, Jan. 12, 2026, in Minneapolis. (AP Photo/Jen Golbeck)

Protesters try to avoid tear gas dispersed by federal agents, Monday, Jan. 12, 2026 in Minneapolis (AP Photo/Adam Gray)