Drunk Elephant has launched a new version of its vitamin C serum: C-Firma Day Serum. The relaunch was timed to coincide with the opening of the new @DrunkElephant TikTok channel.

The product contains vitamin C in the form of -ascorbic acid powder, which the customer has to mix with a liquid serum before the first use. 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,” claims the skincare brand.

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,” said Drunk Elephant founder Tiffany 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. The brand is now a subsidiary of Shiseido Americas, which acquired it last year for 845 million US dollars.