Drunk Elephant is one of the fastest-growing skin-care brands in Sephora 's history. They asked me which category it should be in and I told them it was a new category: nontoxic, clean. Learn more about the Drunk Elephant Difference + our stance on the Suspicious 6™, I identified six ingredients that I believed were at the root of my issues—today I call them the Suspicious 6. I make it a point once or twice a week to pick up the phone and call someone who's emailed in to Drunk Elephant. Drunk Elephant hasn't done any traditional marketing or paid influencer partnerships. Sephora was there and they come by — the retailers hide their badges so you don't know who you're dealing with — but sure enough, it was them. Using these products exclusively is the best way to … © 2021 Breaking Media, Inc. All rights reserved. With the help of a contract chemist, Masterson … You know so much about ingredients!' Text: Emily Heng. Click here to Skip to the Podcast Transcription. I think you have to. Tweet. Founder Note. And I can go change a package, I can go change a formulation. Named one of the fastest-growing skincare brands in history by Shiseido’s president and CEO Masahiko Uotani, Drunk Elephant swept business headlines in October with its recent acquisition by the Japanese beauty group for US$845 million (approx. Through my research and talking to dermatologists I really believed the key things you need are a chemical exfoliant, a vitamin C [product], a physical sunscreen, an antioxidant-rich moisturizer — in this case I wanted to do an oil — and then I did two bars. I formulated the products using a high percentage of active ingredients at skin-friendly pH levels, and I made sure that all of the ingredients were recognized by the skin and easily absorbed. We spoke to Tiffany Masterson, the founder … It wasn't necessarily a money-need thing, it was more of a strategy-need thing for us. And so you start getting the idea of the path. Drunk Elephant's Founder on Why Avoiding the Suspicious Six Will Give You Good, Glowing Skin As POPSUGAR editors, we independently … You may find that your skin is so smooth and even and glowing that you can go without makeup. I don't want to just sell it and have somebody come in and change things. In a ridiculously crowded world of skincare products and creators, Tiffany Masterson is a sweet, light-hearted ingredient fanatic. This interview has been edited and condensed for clarity. My heart is in it; I feel protective of it. We went through, ingredient by ingredient, and we swapped out a couple that canceled each other out or that did the same thing, but the resulting ingredient decks were very similar to the ones I first wrote down for every product. I can't even say that I knew that term at the time, but I wanted it to be able to get into your skin. I feel like if they're spending money on my product, then they deserve to have access to me. But Drunk Elephant shot to cult status seemingly overnight, and for good reason - "It works, plain and simple," says founder Tiffany Masterson. Masterson, who was a stay-at-home mom from Houston, Texas, was moonlighting as a beauty pro—researching ingredients she often found in her own beauty products to find out what was causing her various skin ailments. Using these products exclusively is the best way to get maximum results. I started learning more, and this process ignited a passion in me for understanding ingredients, how our skin responds and which roles ingredients play in formulations. With brightly colored packaging and a quirky name (Drunk Elephant refers to the intoxicating-like effect its hero ingredient, marula, has on elephants that consume it), the company has also found success on social media, with a highly engaged community of followers. I'm building awareness, and I started getting attention for the product. An interview with the most positive man in beauty. I love it, it's so rewarding, it's exciting, I have an incredible team and culture. As a consumer, what do I wish was out there? I said, 'I shop at Sephora.' Bare skin bible. Framboos™ Glycolic Night Serum $144.00 - $215.00 This product manages to keep the surface of the skin clear of dead skin cell debris that can lead to congestion and block absorption of moisture, hydration and other actives in a routine. I think people are everything, and we have a really solid, great team. It was a lot. I had to learn how to get things more organized. Photo: Courtesy of Drunk Elephant. But I learned a ton doing it that way; I will always do it that way. New products, global expansion and yes, perhaps an acquisition by one of those aforementioned major corporations — just not anytime too soon — are all on the horizon. I know traditionally marketing, advertising, paying — that's just the way it's been. I started by making a list of the six things I think we need to have healthy skin. So you really came at it from a consumer perspective? Drunk Elephant T.L.C. That totaled six products. For sure. That proved to be exactly right. 28/8/20 12:00 pm. His assistant called me right away like, 'These are already ingredient decks, are you a chemist?' Delve into our NEW digital magazine. What about chemical [sun]screens versus physical? Before I developed Drunk Elephant, I had all sorts of skin issues: combo, oily in the T-zone, "sensitive" (or so I thought), occasionally breakout prone, out of balance, mild rosacea, visible pores, you name it. At some point my chemist was like, 'You know you didn't have to do it that way. Share. Unable to find a skincare product line free of … June 12, 2016. As I'm going along doing my research, I'm wondering about essential oils and what they're there for. That's how I went about figuring out the 'suspicious six' — the ingredients that I don't want, that I've seen people complain about. Tiffany Masterson, founder of Drunk Elephant, said in late 2016 that she’s been in talks with private equity and strategic partners, but a deal has yet to be made. Can you tell me about that choice? It didn't even occur to me to look at other brands or try to compete or copy or emulate. We believe we have "sensitive" skin, but it's often really just skin that has become sensitized over time, which is a problem that can be easily addressed. I blow past advertisements. Drunk Elephant—which sold to Shiseido in 2019 for $845 million—was originally founded by Tiffany Masterson. Courtesy of Drunk Elephant. I don't know any different. Immediately it says to me these people have to pay to get attention. I have three launches per year scheduled; I even have one product for 2020. But I saw the thing with Beautypedia and that really stung me. I'm so excited for the next phase. See what happens when your skin returns to its healthiest, most balanced state. The guys that sold it to us had told us that it was their formulation and that it was patented and secret — and we believed them. The brand's founder, Tiffany Masterson, will remain on board and promises consumers a … Tiffany Masterson, the founder of buzzy skin-care brand Drunk Elephant, never wanted to be an entrepreneur. Check your email for a special 15% off welcome offer on your next purchase! But more crucially, Drunk Elephant is finding resonance with consumers. What were your initial goals when you were first building the business? The international makeup artist for Giorgio Armani Beauty discusses her many career accomplishments — including creating the makeup look that made beauty editors cry. Drunk Elephant has become one of the world's buzziest and fastest-growing skincare brands. So today, we’re looking into the day and night serums offered by the brand, and their formulas, to give you some ideas on how to make the most of your daily regime. Drunk Elephant founder, Tiffany Masterson, on how she deals with rosacea, pores, and breakouts. They weren't interested, but my brother-in-law in Colorado was. Get Drunk Elephant (and a special 15% off welcome offer for new subscribers) sent straight to your inbox! Before I developed Drunk Elephant, I had all sorts of skin issues: combo, oily in the T-zone, "sensitive" (or so I thought), occasionally breakout prone, out of balance, mild rosacea, visible pores, you name it. As a result, there are some common ingredients Drunk Elephant avoids. and I sent over the ingredient decks I'd been working on. I sent them home with product. Our Founder “When I created Drunk Elephant, I isolated the most effective ingredients that directly benefit the health of the skin. How did working with Sephora as a retailer change the business? How did you decide to exclude things like essential oils? It seems like you use it a lot for customer feedback. Drunk Elephant Just Launched Hair and Body Products So Clear Your Bathroom Cabinets But for me personally it's just not my style and I don't feel comfortable doing it, now that I've not done it for so long. The brand's founder, Tiffany Masterson, will remain on board and promises consumers a seamless transition to the Japanese beauty conglomerate. Tiffany Masterson. Sephora has been an unbelievable partner, and I've been a good partner to them from the beginning, but I didn't have an interest in exploding. But here, Drunk Elephant’s founder Tiffany Masterson reveals why she is trying to scrub off the reputation In beauty, there is no set path to success. A thousand percent a consumer head, heart, desire, not looking at other brands at all. I had my eye on Sephora, but I wasn't really ready to send the line to them because I didn't feel like it was really ready. It's a very colorful team that I think we all share the same values. I determined that the six ingredients I wanted to avoid, which I realized were largely there [in competitors' products] for marketing. I chatted with Tiffany in her Houston home and immediately fell in love with … By continuing to use our site, you consent to our use of cookies. I got attention from [direct-to-consumer product company] Guthy-Renker. She built one of the fastest-growing skin-care brands in Sephora 's history. I heard from them about a week later. Drunk Elephant founder Tiffany Masterson embarked on her quest for healthy skin when she was began selling an imported bar cleanser in 2009. He purchased the distributorship for the bar and I started selling it in Houston. I'm into health and wellness. Charlotte's Book On Yahoo. In other words, it takes just one bad guy to ruin the party. In a ridiculously crowded world of skincare products and creators, Tiffany Masterson is a sweet, light-hearted ingredient fanatic. Eventually, two years in, I figured out that the bar I'd been selling was a multi-level marketing scheme. How did you go about actually getting the products into production and perfecting the formulas to a place where they worked? So I invite you to take a #drunkbreak. While many dedicate their entire career to the industry, pursuing qualifications, top employers and the perfect business plan, every now and then you stumble upon a ‘Cinderella story’. It is an oil that Masterson believes is superior to ANY she's tried due to the high content of fatty acids and antioxidants. Around the same time this happened, Beautypedia came out with a one-star review, trashing the bar, saying it was a fraud and that the ingredients didn't support the claims at all. Is there a better place for me, as a founder, to get my feedback, to learn new things, to be questioned, to be challenged, to be called out, to own my mistakes, to fix them, to not be defensive? Behind the Brand. We sold out of several of the products really, really fast. As a consumer, that's what I want in a brand, so that's what I'm going to give. It's to connect with my consumer. I would have just done the formulation for you, that's how brands do it.' I realized if [the company producing the bar] lied about one thing, they're going to be lying about other things as well. Please note: Occasionally, we use affiliate links on our site. FOUNDER OF DRUNK ELEPHANT SKINCARE. Then I went to Cosmoprof in Las Vegas. Good luck! Drunk Elephant Lala Retro Whipped Cream, and Drunk Elephant founder Tiffany Masterson. I came up with these criteria: It has to be nontoxic or low-hazard and it has to be bioavailable, meaning able to get into your skin. Drunk Elephant Founder Talks Modern Retail Engagement and Expansions. Shiseido to Acquire Drunk Elephant in $845 Million Deal. And he said, 'That's where it's going to sell.' By continuing to use this website, you consent to the use of cookies in accordance with our Cookies Policy. The 50-year-old Drunk Elephant founder Tiffany Masterson, will stay on with the brand under Shiseido as chief creative officer and president. By Alexa Comeau | October 2, 2019. The Drunk Elephant founder made headlines last year when she sold her company to Shiseido for a cool $845 million. When Tiffany Masterson was a stay-at-home mom, she was always looking for ways to make a little extra money. Why do some have fragrance, why do some have essential oils? Its messaging, which talks about "clean" products that omit certain ingredients Masterson has deemed dubious, has struck a chord and set the brand apart on the crowded skin-care shelves. Read on for the highlights from our interview. Virgin Marula oil, straight from the "pip", can be found throughout the Drunk Elephant line. The original forecast for the year we did right away, and that was exciting and challenging. We keep questioning things that we've been told for years and proving perhaps that they're not right after all. But Drunk Elephant shot to cult status seemingly overnight, and for good reason: "It works, plain and simple," says founder Tiffany Masterson. They were different [than they are now] for sure. I don't look at trends and I don't wait, so I've already developed my products through the end of 2019. It was a lot. I just want to make these products.' I'm sure I will one day. So I went back to my investor and I said, 'We need to shut this thing down. But as I've gotten further down the path of doing this, I don't feel the need to sell it [soon]. Drunk Elephant’s many fans—including Leandra Medine, who became an investor in the brand last year—have a cult-like devotion to the multi-tasking formulas: everything can be cocktailed, or swirled together in the palm of your hand and patted on all at once. Some of the best advice I ever got was when I was talking to a distributor in my first year and he was talking about [getting Drunk Elephant products into] Barneys or Bergdorf's or Neiman's and he said, 'I could try to get you into these places, but where do you shop for your skin care?' At some point you have to know what you don't know. I can do that. In a ridiculously crowded world of skincare products and creators, Tiffany Masterson is a sweet, light-hearted ingredient fanatic. I'm still in Houston, I'm staying in Houston, I love it in Houston because it keeps me out of the industry and I don't ever want to be entrenched in that. I started selling a bar cleanser. The … Reblog. The Drunk Elephant founder, Tiffany Masterson, has an interesting solution. I want to do my own.'. Global expansion and exciting new products. (Today, Masterson holds the office of chief creative officer.) MAGAZINE. I was a stay-at-home mum of four. I would use them on my skin and my skin would freak out. Tiffany Masterson, the founder of buzzy skin-care brand Drunk Elephant, never wanted to be an entrepreneur. Cult-Favorite Skin-Care Brand Drunk Elephant Just Got a Major Investment, Panacea, A Gender-Neutra, K-Beauty-Inspired Brand, Wants to Change Your Approach to Skin Care, Infrared Saunas Are Fashion's Most Instagrammable Wellness Trend. Tiffany Masterson, founder of cult-favorite beauty brand Drunk Elephant, falls into that category—but in our eyes, times ten. In March of 2017, Drunk Elephant received funding from private equity firm VMG Partners and Man Repeller's Leandra Medine, among other backers. Chemical screens made me break out. Once eaten, fermentation occurs inside their very large tummies and the elephants become drunk! So when I see 'Sponsored' on Instagram or Facebook, it's a turn-off for me. Masterson founded Drunk Elephant in Houston in 2012 while she was a stay-at-home mom of four. HK$6.6 billion) — a success story showing how clean beauty has become a staple in mainstream beauty retail. The name Drunk Elephant is rooted in a myth that says the elephants love to eat the fruit that has fallen from Marula trees. How and when did you partner with Sephora? When skin is exposed to irritants and sensitizers, damage can be imperceptible and cumulative, leaving it in a reactive mode. Now I think of Drunk Elephant as an ingredient-elimination philosophy for a total skin reset. Its success stems from a multi-pronged approach that starts with its quirky and instantly recognisable name. Fragrance, dyes, drying alcohol — why are they there? I sat down, never having been in the industry before, and I started researching the heck out of ingredients and I, on paper, developed my own products. But around the age of 40, I started getting antsy. I didn't want to put the product everywhere. [My investor] was excited to get his money back out of this thing and put it into a new line. I was a frustrated, confused brand-hopper searching for anything that would help. The colourfully capped bottles and countless cameos in celebrity "shelfies" probably help, too. Even if you did sell, you would want to just stay on board and maintain your role in the company? Nothing really worked, and if it did, it didn’t work for long. My children were going to school full-time, and I started looking for a way to make a little extra money. You get the real-time feedback. I started sending stuff out to editors. Julie Soefer Today, in the time it takes for branding to win consumers over, ineffective formulas will lose them just as fast. 1m Followers, 1,801 Following, 4,924 Posts - See Instagram photos and videos from Drunk Elephant (@drunkelephant) The essential oil being good for you, I questioned it, I believe it's not. She launched Drunk Elephant in 2013, and the skincare line has reached almost cult status—with highly devoted skincare junkies singing its praises. Share. Packed full of tips for supercharging your routine including 2021’s skincare must-haves and Drunk Elephant’s founder Tiffany Masterson on her Sunday glow-up routine. How did you first go about developing the new product range? Absolutely. I launched it originally just on my website, a kind of soft launch with interim packaging, at the end of 2013. The colourfully capped bottles and countless cameos in celebrity "shelfies" probably help, too. What is your process when you're formulating new products now? Hongkongers are always waiting for the latest beauty products, and the opening of Drunk Elephant has had them scrambling to its stores. What’s the story behind the launch of Drunk Elephant? Silicones make a product feel better; dyes make a product look better; essential oils and fragrance make a product smell better; SLS is a cleansing agent that penetrates your skin and irritates and strips it. That's what I did. Tiffany Masterson Founder and Chief Creative Officer at Drunk Elephant, LLC Houston, Texas 500+ connections Drunk Elephant's impressive sales and rapid growth since its launch in 2013 have caught the attention of major beauty corporations — it was rumored that Estée Lauder Cosmetics Inc. had an interest in possibly acquiring the brand — and investors. I'm on there just for Drunk Elephant — it's not to bash other brands or compete. I don't mean to sound ugly against the companies who do it. Drunk Elephant and carefully selected third parties use cookies on this site to improve performance, for analytics and to show you offers tailored to your interests on our site and third party sites. Tiffany Masterson, founder of Drunk Elephant. This in no way affects our editorial decision-making. I started selling a bar cleanser on the side while educating myself about ingredients, how skin reacts to them, and what roles they play in a formulation. Meet our Sweet Biome Fermented Sake Spray (or Sweet B for short) – Learn More! Courtesy Photos. I had it all in my head and it was coming from my gut. She launched Drunk Elephant in 2013, and the skincare line has reached almost cult status—with highly devoted skincare junkies singing its praises. Tiffany Masterson: Founder, Drunk Elephant. Once I started interviewing people in the industry for jobs, like my manufacturer or my packaging company, I started hearing stories like, 'Oh well they also do the packaging for so-and-so, who just sold his company for $200 million to L'Oréal.' This isn't judging other brands, it's just my own personal preference as a consumer. I have no background in the industry and I never envisioned myself being an entrepreneur. My brother and his wife had a store, and somebody introduced them to this cleanser from Malaysia and offered them the exclusive distributorship for North America. "My mom was a stay-at-home mom and had four children, and I really just wanted to do the same thing," she tells me over the phone from her hometown of Houston, Texas, where the company is now based. I'm a firm believer that once money changes hands, the authenticity is gone. I had a consultant from Guthy-Renker saying, 'I think you kind of know your stuff, why don't you do your own line? Never miss the latest fashion industry news. I look at ingredients like food, like ingredients I make a smoothie with, so I'm coming at it from a different angle and I think that keeps the formulations from being run-of-the-mill. I wanted to do a cleanser for sure and [my investor] wanted me to do a bar. TLC Sukari Babyfacial (one of my personal favorites, which I wrote about in February of last year) was one of Sephora's best-selling products of 2017 — no easy feat for a relative fledgling stocked alongside household-name brands backed by industry giants. I took that year selling it on my website and getting feedback. The skincare enthusiast and founder of Drunk Elephant shares her two cents on successfully running a biocompatible beauty brand With an ardent following of skincare mavens and " bare-faced " beauties in more than a handful of countries, Drunk Elephant 's cult status is well-founded on the basis that the products actually work. One of the early side hustles she took on was selling a brand of bar cleanser. Tiffany Masterson, Founder, Drunk Elephant. Sign up for the Fashionista daily newsletter. When I created Drunk Elephant, I isolated the most effective ingredients—both synthetic and natural—that directly benefit the health of the skin. They'd had time to talk about it, read about the philosophy, use it, and they launched me five months later, in January of 2015. And thanks for being part of the Drunk Elephant community. Yet she now runs one of the fastest-growing skin-care brands in the industry — one that has shoppers, investors and competitors taking notice. Tiffany Masterson. My mom was a stay-at-home mom and had four children, and I really just wanted to do the same thing. I tweaked a few things, and I was getting press, so Sephora actually reached out to me. I never want to stop questioning things. I want to just still develop and have all of my ideas come from my gut instead of from other brands. Tell me about your background and how you first got interested in skin care. Beauty industry newcomer Deciem, which owns fan-favorite brands The Ordinary and NIOD, had slyly fired shots at skin-care brand Drunk Elephant in a … I got it in Harper's Bazaar. 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