Recently, Shiseido has announced it will cease sales of its skincare brand Drunk Elephant in Japan on June 30, 2025. The final orders through the brand’s official online store will be accepted until 11:59 p.m. on the same day. Product availability at six physical stores across Japan will also be gradually phased out, with exact end dates varying by location.
Drunk Elephant was founded in 2012 in the United States by Tiffany Masterson, a former stay-at-home mother. The brand quickly gained popularity for its emphasis on ingredient efficacy, using both synthetic and natural components selected for their benefits to the skin. Its unique “skincare smoothie” method—encouraging users to mix several products in the palm of their hand before application—contributed to its rapid rise, especially at U.S. retailer Sephora.
Shiseido acquired Drunk Elephant in 2019 for $845 million and launched it in the Japanese market in 2021. However, the company has decided to withdraw the brand from Japan, reportedly due to challenges related to market fit and profitability.
Despite this move, Shiseido continues to view Drunk Elephant as a key growth brand. In its mid-term business plan “SHIFT 2025 and Beyond,” the company identifies Drunk Elephant as one of its “Next 5” core brands for the future.
Shiseido plans to focus on strengthening the brand’s foundation in key global markets by adapting to local consumer needs and improving profitability. Through these efforts, the company aims to build a more self-sustaining business model and accelerate expansion into other regions.
In Shiseido’s recently released financial report, Drunk Elephant‘s net sales in Q1 2025 plummeted by 65% year over year.
