Drunk Elephant by Natalie Griffith

2009: Begins Skincare Experiment

grinat08 — 2025-02-18 01:54:45 UTC

Tiffany Masterson began formulating her own skincare products, driven by a personal need to create products that wouldn't irritate her skin.

2012: Drunk Elephant Launches

grinat08 — 2025-02-18 01:55:06 UTC

launched in Houston, Texas, with a commitment to using only non-toxic, clean ingredients.

Fun Fact: The name comes from elephants in Africa getting drunk after eating fermented marula fruit, which is one of the main ingredients in their products.

2015: Joined Sephora

grinat08 — 2025-02-18 01:55:41 UTC

Drunk Elephant launched at Sephora, quickly becoming the fastest-growing seller in the store's history.

2019: Shiseido Invests

grinat08 — 2025-02-18 01:57:48 UTC

Shiseido purchased Drunk Elephant for $845 million. This helped Drunk Elephant expand its reach and resources, benefiting from Shiseido's industry presence.

Capital: Shiseido used financial resources ($845 million) to buy Drunk Elephant, which helped the brand grow. The investment gave Drunk Elephant more money, tools, and opportunities to expand through a strong focus on "clean beauty".

2017: Received Funding

grinat08 — 2025-02-18 02:19:24 UTC

Drunk Elephant received funding from VMG Partners and Leandra Medine, founder of Man Repeller. This financial support helped the brand expand fast, investing in operations, marketing, and product development.

Capital: The funding provided by VMG Partners is financial capital, which helped Drunk Elephant invest in operations, marketing, and product development. VMG Partners provided capital for scaling, while Leandra Medine's involvement brought additional visibility and credibility. This combination of financial and strategic support allowed Drunk Elephant to strengthen its position in the skincare market.

2018: New Factory Purchase

grinat08 — 2025-02-18 02:22:53 UTC

Drunk Elephant invested in a new factory to meet growing demand, improve production control, and increase capacity. They also hired experienced executives, including a new CEO, to lead the brand through growth. These steps helped improve efficiency, meet consumer demand, and maintain product quality, allowing the brand to scale effectively.

Labor: Hiring experienced workers, like a new CEO, involves bringing in skilled human resources to manage and guide the company's growth effectively.

2017: Hired New COO

grinat08 — 2025-02-18 02:26:08 UTC

Hired a new Chief Operating Officer to help manage growth. They managed logistics, supply chain, and manufacturing, helping production meet demand while maintaining product quality.

Entrepreneurship: The decision to hire the COO is an example of entrepreneurship because it involves leadership to drive the company’s growth and scale operations effectively.

2008: Discovered Marula Oil

grinat08 — 2025-02-18 02:43:00 UTC

The founder of Drunk Elephant, Tiffany Masterson, discovered marula oil. She learned about the ingredients while looking for a solution to her skin issues and was introduced a natural moisturizing Marula oil. This oil is now key ingredient in Drunk Elephant products.

Land: The discovery of marula oil is a natural resource from the marula tree. They focus on using high-quality natural ingredients like marula oil, while avoiding harmful chemicals. Each product is designed to be effective and gentle, prioritizing both skin health and safety. Drunk Elephant uses this ingredient in its products, making it an example of how the company relies on natural materials in its production process.

2013 New Packaging After 2012 Launch

grinat08 — 2025-02-18 04:38:47 UTC

Land: Use recyclable materials like special plastics for their caps, bottles, and parts to help reduce waste and protect the environment. Materials are chosen because they are recyclable and help reduce environmental impact.
Labor: The labor comes from designers and manufacturers. Designers create the look of the packaging, manufacturers help produce it. Both groups use their skills to make sure the packaging looks good and works well for the products.
Capital: Investment in high-quality, colorful packaging. They use materials like polypropylene for caps, high-density polyethylene for reducers, and medium-density polyethylene for bottles.
Entrepreneurship: Tiffany Masterson is a great example of a good entrepreneur because she saw a need in the skincare market and created a brand to fill it. She used her own experiences to develop clean, effective products, and her focus on quality and sustainability helped Drunk Elephant become successful.
https://thecuratorslab.com/drunk-elephant-packaging/