Over the holidays, Drunk Elephant skincare was a wish list mainstay, sending confused parents to beauty stores to puzzle over why their middle schooler needs so many expensive products.
The reason is social media, which not only popularized the brand, but the idea of creating a skincare regimen. Videos with the hashtag “skin care routine” have over 76.4 billion views on TikTok and Gen Z and millennials are spending more on skin care than the average American, according to a study done by LendingTree. Most Americans spend about $1,754 a year on cosmetics, but younger consumers are spending over $2,000 annually on hair and makeup.
Not surprisingly, the same study found nearly half of Americans are influenced by social media when it comes to buying beauty products. This is what many parents said led to their younger kids’ interest in Drunk Elephant, despite the fact many of these products are meant to reduce fine lines and firm up skin, problems that teens don’t really face.