Drunk Elephant acquired by Shiseido for $845 million
Cult US skincare brand Drunk Elephant 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. Drunk Elephant is committed to using only ingredients that either directly benefit the skin’s health or support the integrity and effectiveness of their formulations, never taking into account an ingredient’s synthetic or natural status, but instead choosing it based on biocompatibility. Thanks to all these factors, and after months of speculation, Shiseido has just signed a deal to acquire a 100 per cent stake in the brand, a transaction valued at around $845 million. The Japanese beauty company also owns Nars Cosmetics, Laura Mercier, bareMinerals and Clé de Peau Beauté as well as their own namesake brand.
What the Name Means
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, 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.
Natural vs. Synthetic
Drunk Elephant’s mission is to deliver clinically-effective, biocompatible skincare formulated with both cutting-edge synthetic and natural ingredients, and without the ubiquitous toxins, sensitizers and irritants, such as the disruptive essential oils, that block the pathway to healthy skin. They pay close attention to pH levels and safety, as well as formulating with efficacious percentages of active ingredients. While Drunk Elephant aims for its products to be as natural as possible, it is far more important that the ingredients in them be effective and safe. Plenty of natural ingredients are harmful to the health of the skin, so they formulate their products with soothing, low-hazard ingredients, regardless of their natural or synthetic status.
Products Aren’t Categorised by Skin Type
Putting skin in a box isn’t Drunk Elephant’s vibe, and balance is key. 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.
Drunk Elephant products are fragrance-free and do not smell like anything other than what they are.
Other skincare lines use natural alternatives to scent their products such as essential oil blends, but they are known to cause allergic sensitivities that are cumulative and imperceptible.
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