June 4th 2018
Drunk Elephant: the most anticipated UK skincare launch since Glossier
September 11th 2018 / 0 comment
Here’s why Brit beauty editors and skincare experts can’t wait to get their hands on the sellout US skincare brand, plus where to get it and what to buy
If you’ve never heard of Drunk Elephant, get ready for a stampede come the UK launch day on the 3rd of October . The cult US skincare brand, the quirky name of which will all be explained, is famed for its pared back yet effective product range, brightly accented packaging and avoidance of the ‘suspicious six’ (fragrance and dyes, silicones, drying alcohol, essential oils, chemical screens and SLS).
The products have won the acclaim of some of our favourite women and skincare experts from around the world, including the highly discerning Caroline Hirons and Paula Begoun and fitness phenomenon Kayla Itsines to name but a few Drunk Elephant devotees. The company has also recently raised yet more investment from tastemakers such as Leandra Medine of Man Repeller, with future sights set on global cosmetic domination. Given that Sephora can’t keep much of Drunk Elephant’s skincare in stock, we predict big things in Britain too, so here’s your pre-launch Drunk Elephant pass notes, from what sets it apart from the skincare crowd, what to add to your wishlist and when and where you can expect to see it in the UK. We know where our next pay packet is going…
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It’s literally named after drunk elephants
The brand is so called owing to the founder Tiffany Masterson’s love of the fatty acid and antioxidant rich marula oil, found in much of the Drunk Elephant range. According to rumour (and Youtube) elephants love the stuff too, imbibing it via marula fruit straight from the tree and becoming “drunk” due to the fermentation of the fruit in their stomachs. Fun trivia, and a shrewdly memorable name on the shelves- combine it with the neon-lidded packaging and this stuff will never get lost in the skincare aisle.
It combines natural and synthetic ingredients
Masterson calls it “clean-clinical”- harnessing potent and powerful natural actives and combining them with high quality, extensively researched synthetic ingredients at a healthy pH balance and in a way that the skin can readily utilize and absorb (so they’re “bioavailable”). She struggled to find a skincare range that took this approach and addressed the needs of her sensitive, breakout and rosacea prone skin, so the entrepreneur from Houston went there herself, to enormous success both personally (her skin is far more resilient) and business wise.
There are six ingredients you’ll never find in the range
Though commonly sprinkled elsewhere in the skincare market, as mentioned, Drunk Elephant products are free of fragrance and dyes, silicones, drying alcohol, essential oils, chemical sunscreens and SLS, which is in line with the dermatological outlook of many dermatologists and skincare experts (Paula Begoun in particular on the fragrance front). Masterson decided to skip these six as they can all irritate and sensitise skin, leading to inflammation and reactivity in both the short and long-term.
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Products aren’t categorised by skin type
Putting skin in a box isn’t Drunk Elephant’s vibe- Masterson reckons that when skin gets what it needs, it will be in balance:
“Skin is skin and if we give it what it understands and respect its basic function, it will thrive."
As such, if you’re using high quality products containing ingredients proven to be beneficial, without the “bad guys” getting in the way, skin should respond positively, although using all of the strong stuff at once probably isn’t advisable- working out a routine that’s gentle yet efficient and that suits you is the priority.
There’s already a waiting list
Drunk Elephant will launch in the UK next month at Space NK and Cult Beauty, but you can sign up to the waiting list here, and while you’re in the queue here’s some window shopping to whet your appetite (we’re still waiting on price points for all products)…
Drunk Elephant B-Hydra Intensive Hydration Gel
Kayla Itsines’ moisturiser of choice to keep her skin hydrated yet not suffocated when she’s sweating it in the day job, this water-based gel binds moisture to the skin thanks to a hyaluronic acid rich formula, and it feels silky despite containing no silicones.
C Tango Multivitamin Eye Cream
One of the brand’s most recent launches, this barrier strengthening, peptide rich eye cream that also contains five types of vitamin C for a fighting chance at brightening the notoriously tricky under eye area.
Protini Polypeptide Cream
The peptide parade continues- this lotion is loaded with skin firming and hydrating amino acids alongside antioxidant plant extracts and emollient, non irritating plant oils.
Umbra Sheer Physical Defence SPF 30
A mineral based sunscreen that moisturises as it protects, Umbra contains antioxidant astaxanthin for top notch free radical defence as you wear it. It’s intended to appeal to all in formulation, feel and the fact that it’s invisible on skin- we’re told there’s no chalkiness or grease to speak of.
TLC Sukari Facial
An AHA and BHA exfoliating acid based twenty minute mask that can be used once a week to give pores a deep down clean alongside smoothing skin texture and evening out skin tone over time. Skin barrier fortifying niacinamide, hydrating sodium hyaluronate and softening non-fragrant plant oils cushion skin against any potential glycolic acid related reactivity, but this bestseller is definitely one to patch test is you’re on the sensitive side.
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