Drunk Elephant, the skincare startup with a cult-like following, has been garnering buzz since its 2012 debut and in the two years since its massive feature right here on Forbes (in which founder Tiffany Masterson’s personal stake in the startup was estimated at about $25 million).
Masterson was a Houston-based stay-at-home mom of four who became an entrepreneur when she was looking to make extra income. Turns out, Masterson made more than extra income: Drunk Elephant has been taking the skincare world by storm. By 2016, it was crowned Sephora’s top-growing skincare brand by Women’s Wear Daily, and rumors that founder and Chief Creative Officer Masterson was looking to sell the brand to a larger company began to swirl .
Masterson explains why Hong Kong was such an important market for Drunk Elephant’s global expansion: “We have been getting many requests from our fan base in Hong Kong SAR asking when we will launch. It was a natural consideration since Sephora was opening and they are our strategic partners. Also, Hong Kong SAR is a sophisticated, dynamic part of the world that already embraces our brand philosophy. We are, humbly, the #1 skincare brand [online] on Sephora.HK.
“We like to go very slow with our launches in new markets so we can be sure to get it right. We had a relationship with Sephora already and the team in Southeast Asia had reached out to us. It seemed like a natural next step. We were also hearing more frequently from the Asian consumer on social media. We feel that our philosophy of ‘skin is skin’ has resonated very well in that market so far,” Masterson explains.
“I’ve long referred to my brand as ‘Clean Compatible’ because I don’t think clean is enough if you want healthy, balanced skin. You must take into account which ingredients have the potential to disrupt skin’s normal function and then you have to avoid them – that’s what Drunk Elephant is about. On Instagram, under the hashtag #barewithus , you can read about people’s journeys from troubled skin to confident bare-faced selfies.
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