Teens seem to particularly love Drunk Elephant—and the Shiseido-owned brand has been courting them. In her email newsletter, journalist and “Gloss Angeles” pod-cast co-host Kirbie Johnson mentions that Drunk Elephant invited several teen influencers to a launch event in May. She writes, “I did feel like I was in an HBO parody of the industry, where there’s some joke about how young the industry’s actually getting and I end up at a party with literal children for a retinal eye serum launch.”

While Drunk Elephant’s products are designed for people interested in preventing or diminishing wrinkles, its look is appealing to those for whom wrinkles only appear in an old-age filter. Johnson attributes part of the teen obsession with the brand to “the fact that the minis are the perfect size, but the block packaging, bright colors and fun names make them a fun collectable — something they want to accrue like a Pokemon card.”

For the latest edition of our ongoing series posing questions relevant to indie beauty, we delve deeper into the sensitive topic of beauty products marketed to children by asking 10 beauty brand founders and formulators the following questions: What do you think of a brand like Drunk Elephant, which formulates products for grown-ups, marketing to kids? What are the risks of such marketing, and what standards should the beauty industry abide by to appropriately promote products to very young people?