The beauty industry has been swept off its feet by Drunk Elephant, a skincare brand making waves
Founded by Tiffany Masterson in 2012, the brand has gained a cult following thanks to its clean, non-toxic, and effective products. Drunk Elephant’s philosophy is based on using only ingredients that are necessary for skin health, and leaving out those that are potentially harmful. In this article, we will explore the history of Drunk Elephant, the brand’s ethos and approach to skincare, and the science behind its most popular products.
The Story of Drunk Elephant
For years, Tiffany Masterson, the founder of Drunk Elephant, grappled with skin issues and attempted numerous products without any success. Frustrated with the lack of results, she began researching skincare ingredients and their effects on the skin. She discovered that many of the products she had been using contained potentially harmful ingredients such as fragrances, essential oils, and silicones. This led her to create her own line of skincare products that would be free from these harmful ingredients.
Masterson started out by formulating a single product, a bar soap called JuJu. She sent it to family and friends to try out, and the feedback was overwhelmingly positive. This gave her the confidence to create more products, and Drunk Elephant was born.
The Drunk Elephant Philosophy
Drunk Elephant’s philosophy is centered around using only ingredients that are necessary for skin health, and leaving out those that are potentially harmful. The brand calls this its “Suspicious 6” list, which includes essential oils, silicones, fragrances, dyes, drying alcohols, and chemical sunscreens. These ingredients are commonly found in skincare products, but Drunk Elephant believes they can cause skin irritation, breakouts, and even contribute to premature aging.
Instead, Drunk Elephant uses a carefully curated selection of active ingredients that have been proven to be effective in improving skin health. These ingredients include vitamin C, glycolic acid, and peptides, among others. The brand also places a strong emphasis on pH balance, which is crucial for maintaining healthy skin.
The Science Behind Drunk Elephant’s Products
Drunk Elephant’s products are formulated with a combination of active ingredients and supportive ingredients that work together to improve skin health. Let’s take a closer look at some of the brand’s most popular products and the science behind them.
Day Serum: This serum contains a potent form of vitamin C called L-ascorbic acid, which has been shown to improve skin texture, reduce the appearance of fine lines and wrinkles, and brighten the complexion. It also contains ferulic acid and vitamin E, which work together to enhance the effectiveness of the vitamin C and provide antioxidant protection.
Sukari Babyfacial: This exfoliating mask contains a combination of alpha-hydroxy acids (AHAs) and beta-hydroxy acids (BHAs) that work together to slough off dead skin cells and unclog pores. It also contains soothing ingredients like chamomile and green tea extract to minimize the risk of irritation.
Polypeptide Cream: This moisturizer contains a blend of peptides that help to improve skin elasticity and firmness. It also contains hyaluronic acid, which helps to hydrate the skin and maintain moisture levels. Drunk Elephant’s Sustainability Efforts
Its commitment to clean and non-toxic ingredients, Drunk Elephant is also dedicated to sustainability. The brand uses recyclable packaging and has implemented a “naked” initiative, which encourages customers to purchase products without the outer packaging. Drunk Elephant also partners with organizations that support environmental causes, such as the International Elephant Foundation and the Wildlife Conservation
Drunk Elephant’s Impact on the Beauty Industry
Drunk Elephant’s success has had a significant impact on the beauty industry. The brand has sparked a trend towards clean, non-toxic skincare, and has inspired other companies to follow suit. Many brands have now started to reformulate their products to exclude harmful ingredients, and the demand for clean beauty continues to grow.
Drunk Elephant’s unique approach to skincare has also set it apart from other brands. The company has focused on creating a simple, streamlined product line that is easy to use and delivers results. This approach has resonated with consumers, and has helped to establish the brand as a leader in the skincare industry.
Criticisms of Drunk Elephant
Despite its popularity, Drunk Elephant has faced criticism from some corners of the beauty industry. Some critics have raised concerns about the brand’s marketing tactics, which they feel are overly aggressive and can be misleading. Others have questioned the efficacy of some of the brand’s products, particularly those that contain high concentrations of active ingredients.
In response, Drunk Elephant has been transparent about its product formulations and has provided detailed information about the science behind its ingredients. The company has also emphasized the importance of patch testing and starting with a low concentration of active ingredients to minimize the risk of irritation.
Drunk Elephant has had a significant impact on the beauty industry with its commitment to clean, non-toxic skincare and its unique approach to product formulation. The brand’s success has inspired others to follow suit and has sparked a trend towards clean beauty. Despite criticism from some quarters, Drunk Elephant remains a leader in the skincare industry and continues to innovate with its product line. As the demand for clean beauty continues to grow, it seems likely that Drunk Elephant will remain at the forefront of this trend.