Where to buy Drunk Elephant in the UK
The highly instagrammable brand is loved by beauty influencers
The brand was founded in 2013 by stay-at-home-mum turned beauty mogul Tiffany Masterson. Masterson's interest in skincare was ignited when she was selling a bar cleanser imported from Malaysia, and she began to investigate exactly which ingredients went into beauty products, and just how good they were for your skin. This emphasis on good ingredients underpins the brand, which she describes as being free from the 'Suspicious Six': silicones, essential oils, fragrances and dyes, chemical sunscreen, SLS (a foaming agent) and drying alcohol – all elements she deems to be irritating to the skin. The line is not all-natural, however, as she is a firm believer that certain synthetic ingredients are good and safe to use on the skin, and all-natural can be toxic depending on your skin type. Rather, she describes the range as 'clean-clinical', referring to ingredients that are unlikely to sensitise the skin or make you break out.
The product names are slightly ridiculous – 'Protini Polypeptide Cream' doesn't appear very user friendly, and 'Beste No. 9 Jelly Cleanser' is just plain elusive. Other names have taken words at random from Swahili and Arabic. However, once you get past this detail, the products themselves are less complicated than they appear. Favourites include the T.L.C Sukari Babyfacial (£60), an at-home facial packed with glycolic, salicylic and lactic acids to resurface and exfoliate the skin; and the C-Firma Day Serum (£80), which contains vitamin C to brighten skin tone and even out discolouration. Masterson's 'miracle oil' is Marula oil, which is found in many of the products but can be purchased in its purer form in the line's Virgin Marula Luxury Facial Oil. Indeed this ingredient was the source of the brand's name, which was inspired by Masterson seeing a video of elephants supposedly getting drunk on fermented marula fruit.
The range is certainly not cheap – in fact, the price point will deter many would-be buyers. However, there is a range of slightly more budget-friendly mini versions of the products that you can try before committing to the full-size version. And judging by how the US has received the brand, you'll want to – at Sephora, the famous American beauty outlet, Drunk Elephant makes up 50% of the top 10 skin-care best-sellers. With its fun white and neon-coloured packaging, perfect for a shelfie, this will be a hard one to resist. The line will be available from October 3 at Space NK and Cult Beauty.