"Drunk Elephant Was Never for Kids"

In its recent feature “Drunk Elephant Was Never for Kids”, The Business of Fashion highlights how shifting consumer attention has reshaped one of the most talked-about clean beauty brands of the past decade. To illustrate the volatility behind Drunk Elephant’s rise and fall, the piece draws on Spate data, offering a closer look at how digital signals mirror cultural momentum.

“Social chatter about Drunk Elephant cooled dramatically in the past year, down 72 percent, according to insights firm Spate. The brand peaked in January 2023 on the strength of its hyperviral Bronzing Drops, with interest dropping off at the beginning of last year. Even with a hit product, Drunk Elephant was unable to keep up with demand, which resulted in long sellout periods that allowed dozens of dupes (from Sephora neighbours like Saie, Glow Recipe and Westman Atelier) to fill the void. Since then, consumer interest in liquid bronzer has melted, with searches down 10 percent year on year, noted Addison Cain, Spate’s senior insights and marketing lead.”

This perspective captures how fast brand equity can shift when a single hero product is unable to sustain momentum. Even within categories that once seemed unstoppable, consumer excitement can fade quickly when demand outpaces supply and competitors fill the gap.

By weaving Spate’s insights into its reporting, The Business of Fashion underscores the importance of tracking consumer curiosity in real time. Data from platforms like Google Search, TikTok, and Instagram not only reveals where trends are headed but also helps explain the cultural forces behind sudden rises and sharp declines.

Writers and journalists interested in incorporating data from TikTok, Instagram, and Google Search into their upcoming pieces can reach us at hello@spate.nyc.