Cult following: is this new much-loved US skincare brand worth all its hype?

The US skincare brand, Drunk Elephant, had a cult following in the UK before it even launched this side of the pond. What is the fuss all about?

You’d be forgiven for wanting the word “drunk” to have nothing to do with your choice of skincare. But then you’d be missing the whole point of this radical line of products, the quality of whose ingredients is central to its success.

One of these perky ingredients is Marula oil, which is full of antioxidants and fatty acids. Legend has it that elephants love to eat the fruit that falls from the Marula tree, and that when they do, the fruit makes them drunk. Hence the name: Drunk Elephant.

Having pursued the perfect skincare range for her whole life, Tiffany Masterson, a mother of four from Texas, launched Drunk Elephant in 2012.

Her interest in the science behind skincare is born out of the issues she has suffered with her own complexion. She has identified a list of six ingredients – which Masterson calls “the suspicious six” – that she believes are at the root of most skin problems and should be eliminated. They are: essential oils, drying alcohols, silicones, chemical screens, fragrance/dyes and SLS (sodium lauryl sulphate).

Her “biocompatible” range contains none of these.

She says: “One of my motivations in developing Drunk Elephant was to create a brand that was as effective as any ‘clinical’ brand and as safe as any ‘natural’ brand.

“I couldn’t find anything out there that fit that description. I was also attracted to the concept of having healthy skin that ages gracefully and doesn’t always need to be covered by makeup.”

Drunk Elephant currently has 21 fragrance-free products in its range, but there are many more in development.

Beauty experts truly dig the brand. The Telegraph’s Victoria Hall says: “After three weeks of using the range almost exclusively, it’s blown every other brand out of the water – and I’ve received several compliments on the state of my skin to corroborate.”

You can’t miss Drunk Elephant – or it’s hashtag, #acleanbreak – on Instagram (@drunkelephant).

It’s time to join the herd.

November 2018