@drunkelephant, one of the last of the great beauty unicorns, had been bought.

After months of speculation, @shiseido announced that it has signed a deal to acquire a 100 percent stake in the clean beauty brand.

Founded in 2012 by Tiffany Masterson, Drunk Elephant helped to pioneer the clean beauty movement. The brand avoids what it calls the “suspicious six” – essential oils, drying alcohols, silicones, chemical sunscreens, fragrance and dyes and SLS.

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Report: Kelly Wetherille

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