Tiffany Masterson began Drunk Elephant by closely copying a product she was selling from Malaysian brand Wonderbar, taking an African myth of elephants becoming drunk after eating the marula fruit and reframing toxic ingredients as a problem in skincare. Taking all of these things in a melting pot, Masterson had the recipe needed for success as she combined effective skincare with a backstory to bolster it's memorability. It's no secret that Masterson is not a chemist, nor is she a dermatologist, but she is clearly a phenomenal marketer and an incredible salesperson, evidence by their $845 million sale to Shisheido Japan. Though they've had their fair share of scandals, nothing so far has taken the brand into a true 'fall' era, though that is how the consensus seems when looking at online sources about the brand. Theres a discrepancy between public opinion and quantitative data like searches and sales that is fascinating about Drunk Elephant and it's certainly a brand Ill be keeping an eye on in the near future for any upcoming changes

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Shisheido acquisition announcement and plans (in English): https://corp.shiseido.com/en/ir/pdf/i...