Once aimed at adults willing to pay a premium price for high-quality skincare products, Drunk Elephant has recently become a status symbol among kids, tweens, and teens. Viral TikTok videos show kids as young as 10 years old slathering on multiple products from their vast Drunk Elephant collection, which features potent AHA and BHA acid masks, vitamin C serums, and retinol creams in the same bright, colorful packaging as gentle cleansers and moisturizers. Each product comes in a different colorway, which is part of the fun for these young consumers who want to collect them all.The obsession reached a frenzied peak over the recent holiday break when kids flocked to Sephora to get their fix, leaving a trail of destruction in their wake. Sephora shoppers say they witnessed young children make a mess of the store, opening and applying new products as if they’re testers, fighting among each other, and generally treating the beauty retailer as a playground. Tales of run-ins with the wild “Sephora kids” are being widely shared on TikTok, with one customer saying she had Drunk Elephant’s D-Bronzi Bronzing Drops nearly ripped out from her hands by a girl no older than 10 years old.Founded in 2013 by Tiffany Masterson and acquired by Shiseido in 2019 for $845 million, Drunk Elephant enjoyed a meteoric rise to success throughout its 10-year history, and it was even named the number one selling skincare brand at Sephora in 2021. While Drunk Elephant has always appealed to a wide cross-section of beauty consumers, the brand wasn’t created for kids, but it was acquired because of the brand’s younger age demographic.