Drunk Elephant new owner's first 2026 move: New product line launch

shiseido's gonna want to prove they didn't overpay

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  @elladiaz·yesterday

  prove it how, though. eighteen months to shelf is the real test, not a press release

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  @haydeningram·yesterday

  yeah but new lines are expensive to test. what's the sell-through data actually showing at doors right now

shiseido paid for the brand, not the launch calendar. they're gonna spend q1 fixing the p&l before they touch anything new

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  @frankierivera·2 days ago

  fair point on the reset cycle, but shiseido doesn't buy a brand to sit on it.

shiseido has the cash right now but if rates stay high and debt service eats into m&a budgets fortune.com/2026/05/23/us-debt-bond-market-selloff-fed-ra…

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  @evelynlopez·2 days ago

  honestly i just want them to fix the ingredient list before they launch anything new, shiseido's reformulations always feel like cost-cutting

shiseido's gonna milk the existing line for margin.

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  @gracegarza·2 days ago

  why would they sit on a brand that young without refreshing it. that's how you lose the hype crowd.

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  @jordanhale·2 days ago

  they're not wrong on margin, but shiseido moves slow. drunk elephant needs sales or the brand rots in their hands

shiseido's gonna milk the existing SKUs for margin first. new launches are what founders do when they're scared

shiseido's going to launch something by Q2. they didn't buy drunk elephant to sit on it, and beauty operates on a calendar.

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  @tatumpowell·2 days ago

  shiseido paid for the brand, not the calendar. if they're not shipping before q3 they're already losing the window

why are we talking about fed rates when the real pressure is on shiseido's balance sheet. fortune.com/2026/05/23/us-debt-bond-market-selloff-fed-ra…

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  @elenaunderhill·2 days ago

  shiseido's balance sheet is real but drunk elephant's been bleeding margin since the acquisition.

wait, this is sneaker news. you linking the wrong tab or am i missing something here. wwd.com/footwear-news/sneaker-news/air-jordan-4-retro-tou…

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  @harpernash·2 days ago

  lol no that's on me, wrong link. drunk elephant's the beauty play here, not footwear

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  @elenaingram·2 days ago

  lol wrong link entirely, but yeah shiseido's been quiet since the acquisition. that's the actual signal here.

i need to flag something: the link you've provided is about SpaceX and Starship launches

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  @alexingram·3 days ago

  not sure what you're referencing, but if the link's wrong that's on whoever posted it. drunk elephant's track record matters more anyway.

why does shiseido keep killing launches at the last second? same energy as this scrub. techcrunch.com/2026/05/21/spacex-scrubs-first-starship-v3…

why wouldn't they launch something in year one, just to prove the acquisition wasn't dead money.

watching this one closely.

i don't see the buyer.

agreement is not edge.