Few skincare labels have garnered as strong of a cult following as Drunk Elephant, let alone been able to maintain such level of hype in today’s oversaturated beauty scene. When Tiffany Masterson officially launched Drunk Elephant in 2013, she caught the beginning of the “clean” beauty wave, tapping into the modern customer’s interest in learning about the ingredients in their beauty products and understanding the root cause of the increasingly common issue of sensitive skin. Drunk Elephant’s focus on skin health pivots on clean and compatible ingredients, or, more specifically, eliminating potentially harmful ingredients — what the brand dubs the “Suspicious 6”: essential oils, drying alcohols, silicones, chemical sunscreens, fragrances/dyes, and SLS (sodium laureate sulphate).

“My goal is not to debunk myths of misconceptions; it’s really to offer a troubleshooting solution to people who have been searching or struggling for answers to their skincare concerns. I want to offer people a hopeful message and give them the opportunity to try this new and unique philosophy, which quite probably they’ve never tried before.”

Ahead, we speak to Tiffany Masterson about the story behind launching Drunk Elephant, its skin health philosophy, her favourite products and skincare tips, and what’s next for the cult label.

What was your biggest skin concern growing up and how did you overcome it?

I had red, acne-prone skin and was told to use toner and cleanse twice daily, which made things worse and I didn’t understand why. As an adult, I had very reactive skin with mild rosacea, combination, occasional breakouts, oiliness and large pores. I eliminated the suspicious 6 from my routine at 44 years of age and my skin became normal, happy skin for the first time since I was a teenager. It was like pushing a reset button and going back to the skin I once had – just clear and healthy. I haven’t had a breakout in as long as I can remember.

What’s the story behind the launch of Drunk Elephant?

I was a stay-at-home mum of four. I sold a little bar cleanser on the side for a couple of years and I was always passionate about helping my customers and listening to their concerns. They would ask me for recommendations for what other products to use, which set me on the path of researching ingredients. During that time, I discovered I loved learning about skincare, ingredients and the function and health of the skin organ itself. I was trying to guide my customers towards using the right vitamin C serum, sunscreens, oils, etc. and frankly, I couldn’t find products that I thought were just right…they always contained one or two things I wished weren’t there. I was also tired of selling only one product as opposed to a whole skincare solution. So, it seemed like a good idea to just make a line myself that lived up to my standards and criteria. Drunk Elephant was officially launched on August 15, 2013. It took around two years. That’s not a long time when you consider I started with six products and I had to develop, test, package and create the branding and marketing. I never had any doubts or fears though, I believed so strongly in my philosophy and so I just felt really excited about sharing it with the hope of helping people.

How does Drunk Elephant’s “Clean Compatible” skincare categorisation differentiate itself from other players in the “clean beauty” movement?

There is not one definition of “clean”; it’s so diluted now, which I think can cause a lot of confusion for the consumer. To me, clean means that if an ingredient penetrates your skin and enters the bloodstream, it will not cause disease or disruption. In other words, clean means safe for the body. Whereas “compatible” means that the formulations and the skin can get along without any associated inflammation, sensitisation, irritation or congestion. We are committed to using only ingredients that either directly benefit the skin’s health or support the integrity and effectiveness of our formulations; we use ingredients that are biocompatible with skin. All biocompatible ingredients are clean, but not all clean ingredients are compatible and beneficial for skin in our opinion; for example: essential oils and drying alcohols (clean but not biocompatible with skin). We avoid ingredients that are potentially disruptive, sensitising, pore-clogging or could in any way be damaging to the skin organ itself. Clean compatible means the consumer can feel comfortable and safe using the formulations, but also that they can expect their skin to respond well.