HOUSTON--(BUSINESS WIRE)--Drunk Elephant is excited to announce that today the biocompatible skincare brand is launching a new version of its beloved and award-winning vitamin C serum: C-Firma Day Serum, timed to coincide with the launch of the new @DrunkElephant TikTok channel.
Drunk Elephant founder Tiffany Masterson designed the new “C-Firma Fresh” with l-ascorbic acid, the most effective form of vitamin C, separated in powder form from the liquid serum, which the customer will mix together before the first use. Separating out the l-ascorbic acid means the customer is getting the most potent and bioavailable version of vitamin C and keeps the serum fresher longer. Once mixed, the C-Firma Fresh formula contains its original powerful antioxidant complex of 15% l-ascorbic acid, 0.5% ferulic acid, and 1% vitamin E to reveal a brighter, firmer, and more even-looking complexion. C-Firma Fresh helps to enzymatically dissolve surface dead skin cells as it hydrates and soothes, thanks to pumpkin ferment extract and sodium hyaluronate crosspolymer. The newly vegan formula is packaged in an airless vacuum-pumped container, meaning it never touches the air once activated, and has a longer shelf life of three years unopened/unmixed, and at least six months after mixing. The result is a noticeably diminished appearance of signs of aging and photodamage – replaced by a healthy radiance and luminosity.
By launching the new TikTok channel and C-Firma Fresh Day Serum simultaneously, Drunk Elephant hopes for TikTok to be a platform where consumers can learn about the vitamin C technology together as a community and share their results. More than 35 million #drunkelephant tags were circulating on TikTok prior to the launch of the official channel. Drunk Elephant will use TikTok to educate on its ingredient-elimination philosophy, introduce new products, such as C-Firma Fresh Day Serum, and bring together fans.
“I am so excited to see the Drunk Elephant community try out the reformulated C-Firma Fresh on TikTok! I can’t wait to engage with new followers and continue to connect with our current followers,” says Masterson. “My hope is that our TikTok channel will be a place where people can share their skincare journeys, show the skin benefits of using Drunk Elephant, and get a glimpse of what we call the Drunk break.”
Drunk Elephant launched in the United States in August 2013 with six products. Today, the brand is sold in 23 countries and has achieved cult status through a fan base that grew largely via word of mouth and organic social media content from influencers and consumers alike. From the beginning, Tiffany used social media to connect to her consumers, growing the brand’s Instagram channel from 245,000 followers in 2018 to well over one million by 2020.
Drunk Elephant’s new C-Firma Fresh Day Serum is available today for purchase on drunkelephant.com; and in the fall at sephora.com and in Sephora doors. TikTok fans can follow along at @DrunkElephant.
@DrunkElephant
#DrunkinLove
THE DRUNK ELEPHANT DIFFERENCE
We are committed to using only ingredients that either directly benefit the health of the skin or support the integrity of our formulations. We never take into account whether something is synthetic or natural, instead choosing ingredients based on biocompatibility. That’s why we focus on healthy pH levels, formulations the skin recognizes, small molecular structure that’s easily absorbed, and effective active ingredients that also support and maintain the skin’s acid mantle. But what we leave out of our products is just as important as what we put into them, so you will never find what we call the Suspicious 6™ (essential oils, drying alcohols, silicones, chemical sunscreens, fragrances/dyes, SLS) in our line. We believe that these six ubiquitous ingredients are at the root of almost every skin issue, and when they’re removed entirely from your routine—that is, when you take a Drunk Break™—skin can reset and return to its healthiest, most balanced state. This ingredient-elimination diet benefits all skin types and inspired the #barewithus Instagram movement, a collection of bare-faced selfies that chronicles the Drunk Elephant journeys of people who have found not only healthier skin but more importantly, healthier self-confidence.
