Glossy x Launchmetrics Research: E.l.f. and Drunk Elephant rank as buzziest bronzing drops

6 months ago 20

Just a few years ago, the term “bronzing drops” wouldn’t have meant much to anyone. But then, in 2018, Drunk Elephant introduced its D-Bronzi Anti-Pollution Sunshine Drops, a hybrid product meant to be mixed into one’s moisturizer for a bronzy glow. The product was also infused with skin-care ingredients including peptides and antioxidants.

Since then, there’s been an influx of bronzing-drop launches, with about a dozen this year alone from brands at every end of the spectrum: E.l.f. finally entered the conversation with a $12 option, and Glow Recipe released its Watermelon Glow Niacinaminde Hue Drops Sun Glow Serum, building on the success of the brand’s older, bestselling Watermelon Glow Niacinamide Dew Drops.

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