Drunk Elephant
| Company type | Subsidiary |
|---|---|
| Industry | Skincare |
| Founded | 2012 |
| Founder | Tiffany Masterson |
| Headquarters | Houston , United States |
Key people | Tiffany Masterson (Chief Creative Officer and President) |
| Products | Skincare, hair care, body care products |
| Parent | Shiseido |
Drunk Elephant is a skincare company headquartered in Houston that was purchased by Shiseido in 2019 for $845 million. Established by Tiffany Masterson in 2012, the brand made its public debut in August 2013, aligning itself with the clean beauty trend.
Soon after its introduction, Drunk Elephant rose rapidly to become one of Sephora's fastest expanding brands, largely fueled by its appeal to younger demographics, including pre-teens who discovered it through TikTok skincare content. It currently ranks as the fourth leading skincare brand in the United States.
History
The inception of Drunk Elephant dates back to 2012 when Houston resident and mother of four, Tiffany Masterson, launched it with initial funding from her brother and brother-in-law, the latter taking on the role of company president. After a year dedicated to product development, the brand officially entered the market in August 2013.
In 2014, Drunk Elephant attracted significant attention at Cosmoprof and debuted at Sephora in January 2015, quickly becoming a best-selling name in skincare. By March 2017, it obtained minority funding from VMG Partners, a private equity firm, and Leandra Medine to aid its international expansion and scaling efforts. Sales revenue neared $100 million by 2018.
Shiseido acquired Drunk Elephant in October 2019 for $845 million when global net sales reached $120 million—representing a valuation exceeding eight times the previous year's sales. Following the acquisition, Masterson continued as Chief Creative Officer and President. Under Shiseido's ownership, the brand extended its portfolio to include hair and body care products in 2020 and launched in mainland China by 2024.
Nevertheless, by the first quarter of 2025, Shiseido disclosed a 65% year-over-year drop in Drunk Elephant’s sales, attributing this decline to an "identity crisis" that alienated its foundational consumer base.