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Drunk Elephant A-Gloei Maretinol Oil

Adriana Motta
Jan 9, 2024
2 min read

This is a facial oil containing encapsulated retinol in a base of virgin marula oil, designed to provide the benefits of retinol with minimised irritation. The formula targets fine lines, uneven texture, and dullness while supporting the skin barrier.

Drunk Elephant A-Gloei Maretinol Oil box and dropper bottle. White with pink accents, text details on packaging. Clean, modern design.

Product innovation

The product's primary innovation is its encapsulation technology for retinol, which uses a lipid shell to protect the retinol molecule until it penetrates the skin. This allows a more controlled release and reduced skin irritation.

The formula combines this with 0.5% retinol, 5% ceramide blend, and virgin marula oil rich in antioxidants. The product also incorporates a stabilisation system that maintains retinol potency without traditional preservatives.

Smiling woman holds a skincare bottle with a pink cap in sunlight, creating a cheerful mood. Text on bottle is slightly visible.

It focuses in the consumer challenge of retinol-induced irritation, making this effective but potentially sensitising ingredient more accessible to a broader audience. Its competitive advantage lies in the combination of clinical efficacy with a sensorial experience, positioning it between clinical retinol treatments and purely nurturing facial oils. According to brand claims, clinical testing showed 91% of users experienced visible results with significantly lower reports of irritation compared to traditional formulations.

The product concept emerged from founder Tiffany Masterson's "suspicious six" philosophy, which seeks to formulate effective products without common irritants.

The new-product development (NPD) process was focused on solving the retinol irritation dilemma through an innovative delivery rather than simply reducing concentrations. The formula underwent extensive testing to ensure compatibility with other products in the brand's range.

Skincare bottles with red caps on vibrant pink, orange, and yellow background. A dropper drips liquid into one bottle, creating a dynamic scene.

Trend

This product aligns with the "retinol renaissance" trend identified in Mintel's 2022 Facial Skincare report, which noted a 37% increase in retinol-containing product launches.

Additional, market research by NielsenIQ showed that skincare products addressing both aging and sensitivity grew by 42% in 2021-2022, outpacing single-benefit products.

The formulation also capitalises on what WGSN termed "skincare-oil hybrids," which saw 26% growth in premium beauty channels according to NPD Group data, US 2022 Report.