Drunk Elephant

Excerpt

Imagine being a stay-at-home mom of 4 with no interest in entrepreneurship but then after a couple of failed beauty side hustles you create a skincare brand purchased for $845 million 🤯

About

Email: info@drunkelephant.com
SHOP @sephora @ultabeauty @spacenk @cultbeauty @meccabeauty @douglas_cosmetics @bootsuk
other links: likeshop.me/drunkelephant

Full Story

How it started

Once upon a time in the magical realm of skincare, a visionary named Tiffany Masterson had a groundbreaking idea.

Prior to this idea Tiffany Masterson, the founder of buzzy skin-care brand Drunk Elephant, never wanted to be an entrepreneur.

She told Fashionista.com  “I have no background in the industry and I never envisioned myself being an entrepreneur. My mom was a stay-at-home mom and had four children, and I really just wanted to do the same thing. But around the age of 40, I started getting antsy. My children were going to school full-time, and I started looking for a way to make a little extra money.”

She dreamed of creating a skincare brand that was clean, effective, and free from “Suspicious 6” ingredients. With a passion for healthy, glowing skin, Tiffany embarked on a journey to bring her vision to life.

She started with a side hustle/brand involving a beauty/soap bar. Her brother-in-law knew a Malaysian manufacturer and started sourcing the product.  Although the product made it onto Harper’s Bazaar, the product received negative reviews due to its unsafe ingredients. That’s when she knew she needed a different approach.

In 2012, Drunk Elephant was born. Tiffany carefully crafted formulations that combined powerful ingredients like antioxidants, peptides, and nourishing plant extracts. The brand quickly gained a devoted following for its innovative products and transparent approach.

How it’s going

As the years went by, Drunk Elephant soared to new heights. Fans and beauty enthusiasts couldn’t get enough of their transformative skincare potions. The brand’s minimalist packaging and commitment to clean beauty struck a chord with consumers seeking authentic and effective solutions for their skin.

Drunk Elephant’s revenue grew steadily, with the brand experiencing substantial financial success. The precise financial details and revenue figures for Drunk Elephant up until 2021 are not readily available, as it became a subsidiary of Shiseido in 2020. However, the brand’s popularity and devoted fan base have undoubtedly contributed to its financial prosperity.

In 2020, Shiseido, a renowned global beauty company, recognized the magic of Drunk Elephant and acquired the brand in a monumental deal worth $845 million. This partnership opened doors to new opportunities and allowed Drunk Elephant to reach even greater heights on a global scale.

Despite the changes, Drunk Elephant continued to innovate and release new products that captured the hearts of skincare enthusiasts worldwide. Their expanding product line, including the renowned Virgin Marula Luxury Facial Oil, C-Firma Day Serum, and T.L.C. Sukari Babyfacial, showcased the brand’s commitment to delivering top-quality skincare.

Throughout its journey, Drunk Elephant remained dedicated to its core values of clean formulations and a transparent approach to beauty. The brand’s success can be attributed to Tiffany Masterson’s vision, expertise, and relentless pursuit of creating products that truly make a difference for the skin.

As of 2023, Drunk Elephant remains a beloved and influential skincare brand, trusted by millions for its clean and effective skincare solutions. Its revenue continues to flourish, driven by its strong reputation, innovative product offerings, and loyal fan base who eagerly await each new release.

The story of Drunk Elephant is a testament to the power of passion, innovation, and a little bit of magic in creating a skincare brand that leaves an indelible mark on the industry.

Product

The company sells a number of products containing ingredients with virgin marula oil and vitamin C serums. It states that it does not use ingredients that are commonly used in skincare products, such as drying alcohols, essential oils, silicones, fragrances, chemical sunscreens, dyes, and sodium lauryl sulfate, because of the negative effects they have on the skin.

Products that are available on Drunk Elephant’s website include moisturizers, serums, masks and treatments, cleansers, sun protection, eye creams, lip balms, and more. There are also combination kits that are available for purchase. Drunk Elephant offers miniature versions of its products as well as travel-sized versions of its products.

Marketing Strategies

Word of mouth – chose not to do influencer marketing

Drunk Elephant has historically been known for not using influencers or celebrities to promote its products. Skincare is a unique business based on consumer trust, so peer opinions can be far more valuable when it comes to product discovery. Drunk Elephant used word-of-mouth marketing strategy by joining/participating in online forums and filling his Instagram feed with happy customers who represent a true audience.

Timeline

2012:

Drunk Elephant is founded by Tiffany Masterson with a vision to create clean and effective skincare products.

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2013:

The brand launches its first product, the Drunk Elephant Virgin Marula Luxury Facial Oil.

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2014:

Drunk Elephant gains popularity among skincare enthusiasts and starts building a loyal following.

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2015:

The brand expands its product line with the introduction of the C-Firma Day Serum and B-Hydra Intensive Hydration Gel.

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2017:

Drunk Elephant launches The Littles, a set of travel-sized skincare products, introducing their brand to a wider audience.

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2018:

Drunk Elephant receives investment from private equity firm, VMG Partners, to support its growth and expansion.

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2019:

The brand expands its product range with the launch of the T.L.C. Sukari Babyfacial, a resurfacing mask.

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2020:

Shiseido, a global beauty company, acquires Drunk Elephant in a deal worth $845 million.
Drunk Elephant introduces hair care products, venturing into the haircare category.

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2021:

The brand continues to innovate and releases new products, including the E-Rase Milki Micellar Water and Sweet Pitti Deodorant Cream.

Drunk Elephant expands its global presence, entering new international markets.

Tiffany Masterson, the founder of Drunk Elephant, announces her departure from the brand.

Drunk Elephant remains a popular and influential skincare brand, known for its clean formulations and dedicated fan base.

References

HOW DRUNK ELEPHANT FOUNDER TIFFANY MASTERSON WENT FROM STAY-AT-HOME MOM TO BEAUTY MOGUL https://fashionista.com/2018/03/tiffany-masterson-drunk-elephant-skincare-sephora

Drunk Elephant founder on US$845 million Shiseido deal. South China Morning Post. https://www.scmp.com

Our Philosophy | The Drunk Elephant Difference | Bio-Compatibility.  https://www.drunkelephant.com

Hot Skin-Care Brand Drunk Elephant Sells For $845 Million, Minting Founder A Fortune https://www.forbes.com/sites/chloesorvino/2019/10/08/hot-skincare-brand-drunk-elephant-sells-for-845-million-minting-founder-a-fortune/?sh=699a2a5a5140

Rhyming Story

Once upon a time, in a land quite grand,
There lived a woman named Tiffany Masterson, so grand,
She pondered, she wondered, she dreamt of a plan,
To create a skincare brand, truly in demand.

She noticed a problem, oh, so clear,
Many products were filled with toxic fear,
Harsh chemicals and synthetic gunk,
Causing irritation, oh, what a funk!

Tiffany sought a solution, gentle yet true,
To create products, safe for me and for you,
She researched, she studied, day and night,
And thus, the idea began to take flight.

With a vision in mind, she embarked on her quest,
To develop a brand, truly the best,
A brand that would cater to every skin type,
And bring back the glow, with products so ripe.

She crafted formulas, like an alchemist so keen,
Harnessing the power of nature, a botanical dream,
No toxins, no fillers, just ingredients pure,
To nourish the skin, that’s what they were for.

And so, Drunk Elephant was born into the world,
A brand that would make every skincare lover twirl,
With cute elephant packaging, oh, so bright,
It captured hearts, morning, noon, and night.

The word spread like wildfire, far and wide,
People flocked to Drunk Elephant, full of pride,
Their skin transformed, with a radiant hue,
Glowing and youthful, like the morning dew.

Tiffany’s dedication paid off in heaps,
As Drunk Elephant became the talk of the peeps,
From cleansers to serums, and moisturizers too,
Drunk Elephant products became the go-to.

The brand grew rapidly, expanding its reach,
Receiving accolades, with each product they’d teach,
Their philosophy of clean skincare won hearts,
Creating a skincare revolution, playing its parts.

Today, Drunk Elephant shines bright in the sky,
A beacon of hope, for skincare lovers who sigh,
Tiffany’s vision, her passion, her might,
Have paved the way for a skincare delight.

So, let us raise a glass, and toast to her name,
For bringing us Drunk Elephant, a skincare claim,
To healthy, happy skin, forevermore,
With Tiffany’s dream, we all adore.