What the Brand is Known For
Drunk Elephant is known for its “Clean Compatible” skincare products. The brand gained a cult following for its commitment to effective, pH-balanced skincare that leaves out the “Suspicious 6,” ingredients that Masterson believes are the root of most skin behaviors (as she prefers to call “issues”).
Products like the C-Firma Day Serum, T.L.C. Framboos Glycolic Night Serum, and Protini Polypeptide Cream are some of the best-sellers that have earned the brand a loyal following.
While Drunk Elephant doesn’t have an official motto, its philosophy can be encapsulated in the statement: “If there’s any doubt, it’s out.” This reflects the brand’s commitment to clean, effective skincare free from what they believe are potentially harmful or irritating ingredients.
Drunk Elephant’s products are designed for at-home use. They offer a comprehensive range of products including cleansers, serums, moisturizers, masks, and sun protection. The brand encourages consumers to “take a Drunk break,” or in other words, to use only Drunk Elephant products for a time to reset the skin back to a healthy, balanced state.
Where the Products Are Sold
Drunk Elephant products are sold through several retailers globally, including Sephora, Cult Beauty, and their own direct-to-consumer website. The brand has seen international expansion into markets such as Canada, United Kingdom, Australia, Singapore, and others.
Main Ingredients
Drunk Elephant products are formulated with high concentrations of active ingredients. They utilize both synthesized (made in a lab to ensure purity and effectiveness) and naturally derived ingredients in their formulations. Some examples include:
- Virgin Marula Oil: Rich in antioxidants and omegas 6 and 9, marula oil is a key ingredient in many Drunk Elephant products.
- Vitamin C: Their C-Firma Day Serum contains a potent 15% L-ascorbic acid for brightening and firming the skin.
- AHA/BHA: Used in the T.L.C. Framboos Glycolic Night Serum to resurface dull, congested skin.
- Peptides: Used in the Protini Polypeptide Cream to strengthen and moisturize the skin.
Cruelty-Free, Vegan, Gluten-Free, Natural, or Organic
Drunk Elephant is committed to creating products that are “Clean Compatible”, which means they avoid using what they deem as the “Suspicious 6” ingredients. Their products are cruelty-free, and the majority are vegan, with the exception of a few products that contain honey or beeswax. The brand is not 100% gluten-free, natural, or organic. The company’s focus is more on pH levels and safety, rather than the source of the ingredients, and they do use synthetics when deemed necessary and safe.
Drunk Elephant is hailed for its innovative approach to skincare. They advocate for a “skin reset” by cutting out the “Suspicious 6” for a period of time, and only using their products to restore balance to the skin. The idea is to allow the skin to function at its healthiest, without interference from potentially irritating ingredients. Drunk Elephant calls this a “biocompatible” approach, maintaining that their products work with the skin’s natural pH level and biological factors.
Product Range
Drunk Elephant offers a variety of products designed for different skin types and concerns, all formulated without the “Suspicious 6”. Their range includes products for cleansing, toning, treating, moisturizing, and protection.
For cleansing, they offer products like the Beste No. 9 Jelly Cleanser and the Slaai Makeup-Melting Butter Cleanser. They also have specialized treatments, such as the A-Passioni Retinol Cream and the T.L.C. Sukari Babyfacial. Their line of moisturizers include Lala Retro Whipped Cream, and the Protini Polypeptide Cream, among others. They also offer physical sunscreens, like the Umbra Tinte Physical Daily Defense SPF 30.
Packaging and Brand Aesthetic
One notable aspect of Drunk Elephant is its packaging and brand aesthetic. The products are packaged in brightly colored bottles and tubes that reflect the brand’s playful, irreverent attitude. Moreover, many products use airless pumps, which is both hygienic and helps to preserve the potency of the formula.
The name “Drunk Elephant” is inspired by a myth that elephants can get drunk by eating the fruit from marula trees. While there’s no truth to the tale, it captures the brand’s fun and whimsical image.
Acquisition by Shiseido
In 2019, Japanese beauty giant Shiseido announced the acquisition of Drunk Elephant for an estimated $845 million. Despite this acquisition, Drunk Elephant continues to operate with Masterson at the helm, maintaining its brand philosophy and commitment to “clean compatible” skincare.
Philanthropic Endeavors
Drunk Elephant is involved in various charitable efforts. The brand supports initiatives like the International Elephant Foundation, which works towards creating a sustainable future where elephants can thrive.