The test of a cult beauty product is how well it sells after its initial hype dies down. For US-born brand Drunk Elephant, it’s a certified overachiever in this arena. Loved by beauty editors and experts alike, the skincare line is the fastest growing in Sephora’s history with Forbes reporting that the brand saw a 600% year-on-year growth and an estimated $30 million in sales in 2016 alone.
Brit beauty fans can now rejoice as the brand is finally making its journey across the pond. Drunk Elephant will launch in both Space NK and Cult Beauty on October 3rd. Chances are, it’s set to be a sell out so it’s worth signing up to the waitlist to get in there first.
The nontoxic line, which started life in 2013, takes its name from a key ingredient in its products: Marula oil. This speaks to the philosophy of the label, which focuses on only using an element if it directly helps the skin or positively affects its formula - this something that founder Tiffany Masterson feels passionate about. ‘I want to put skin health first and give my client the difference they are looking for. I’m not interested in playing head games with anyone because I’m a consumer myself and I want great ingredients and clear, healthy skin just like everyone else’, Masterson recently told The Telegraph. ‘When brands include [gimmicky marketing ingredients] to change the look, smell or feel of a product without regard to skin health, I think it’s very disrespectful to the consumer. It’s even worse when it’s claimed that they are “natural” and have benefits.’
In fact, it was by stripping back what she used on her skin hat inspired Masterson to start the line. After realising that her rosacea had disappeared, her pores were smaller and complexion balanced after removing ingredients like essential oils, fragrance, alcohol, dyes, SLS and chemical screens from her beauty routine, she knew she was on to something,.
Counting down the days until the launch? Plan your shopping list with our edit of best selling Drunk Elephant products below..
Drunk Elephant, Sukari Babyfacial
Drunk Elephant, Framboos Glycolic Night
Drunk Elephant, Virgin Marula Luxury Facial Oil
Drunk Elephant, Lala Retro Whipped Cream