‘It’s quite a process after three weeks of sales so please bear with us. We will make sure everyone is refunded the difference in the next month. I’m really glad Drunk Elephant decided to do this. It’s the right thing to do to give us Brits price parity with the rest of the world,’ Inge explained.

So how do the new prices compare? Previously, they coincided with the US figures so a product sold for $80 came in at £80 here – a hefty increase when you consider the exchange rate.

Now, the iconic Virgin Marula Luxury Facial Oil 30ml is retailing for £61 instead of £72. The T.L.C Framboos Glycolic Night Serum 50ml has been reduced by a whopping £21 while the popular C-Firma Day Serum has been cut by £13. Yet to trial the cult brand? Check out The Littles kit, housing mini versions of the best-sellers, that’s £71 instead of £90.

Hello happy skin AND happier bank balance.

Image credit: Getty

This popular skincare brand has dramatically slashed its prices