Tiffany Masterson, the force behind the revolutionary skincare brand Drunk Elephant, didn’t start her career in a boardroom. This Houston native, a mother of four, began her journey out of personal necessity. Faced with her own skin issues, she didn’t settle for quick fixes. Instead, she embarked on a mission to understand the science behind skincare, a journey that would eventually lead her to the creation of Drunk Elephant.
This curiosity led her to explore the world of “toxic” and sensitizing ingredients, a path that would become the foundation for Drunk Elephant. Tired of the endless cycle of disappointment with “miracle” products, Masterson believed in the power of “less is more.” She delved into ingredient science, fueled by a desire to create a brand as effective as clinical lines yet as gentle as natural alternatives. The market had a gap, and Masterson was determined to fill it.
The brand’s name, Drunk Elephant, is as unique as its philosophy. Inspired by a video of elephants in South Africa enjoying fermented marula fruit, Masterson found the perfect metaphor for her brand. Drunk Elephant, like those playful creatures, challenges the norm in the skincare industry. It advocates for a simpler, more effective approach with its philosophy of ‘compatible, directly beneficial’ ingredients, a stark contrast to the complex formulas of most skincare products.
Despite the skepticism of friends and family who found the name “Drunk Elephant” bizarre, Masterson stayed true to her vision. In 2012, Drunk Elephant was born, not with a bang but with a quiet launch on the brand’s website. Masterson, a self-proclaimed “stay-at-home mom turned entrepreneur,” prioritized consumer feedback over immediate sales. The initial product line consisted of six core products, each formulated with what Masterson believed were essential ingredients for healthy skin. This focus on biocompatibility, a core tenet of Drunk Elephant, emphasized mixing and matching these products to create personalized skincare routines.
This customer-centric approach resonated with beauty enthusiasts. Drunk Elephant’s philosophy of “suspect everything” and its focus on a healthy skin ecosystem rather than specific skin types resonated with a generation weary of confusing product claims. Social media, particularly the rise of skincare influencers on platforms like TikTok, further propelled the brand’s popularity. The concept of “skincare smoothies,” where users mixed and matched Drunk Elephant products, became a viral trend, attracting new followers.
Drunk Elephant’s success isn’t just about its products. It’s about the community it has built. Led by Masterson’s infectious enthusiasm and commitment to transparency, the brand has fostered a culture of trust and shared knowledge. From profit-sharing with employees to a genuine focus on customer feedback, Drunk Elephant has become more than just a skincare brand. It’s a community, a testament to Masterson’s belief in the power of collective wisdom and shared values.
In 2019, after years of meteoric growth, Drunk Elephant was acquired by the Japanese beauty giant Shiseido for a cool $845 million. This marked a significant exit for Masterson, but her influence on the brand continues to be felt. Drunk Elephant remains a leader in the clean beauty movement, a testament to Masterson’s unwavering belief in the power of informed skincare choices. Her story inspires aspiring entrepreneurs, proving that passion, curiosity, and a commitment to challenging the status quo can lead to remarkable success.
