The online beauty hub mentioned that they would also be refunding the price difference back to customers who had bought Drunk Elephant products from the site via PayPal or using a debit or credit card before the decision was made, while Cult Beauty's Alexia Inge took to Instagram to confirm that they would be taking the same action, after Estee Laundry speculated whether or not the website would follow suit. "Looks like #DrunkElephant is trying to get some good PR in the UK while they can, by reducing their prices at #SpaceNK," Estee Laundry wrote on Tuesday. "Will this will mean that #CultBeauty will reduce their prices, as well?"