How Tiffany Masterson Built Drunk Elephant Into a Skincare Phenomenon
From Texas to Dubai, Tiffany Masterson brings Drunk Elephant’s latest skincare launch to the Middle East
Tiffany Masterson never set out to start a beauty empire. Before Drunk Elephant became the cult-favourite skincare brand synonymous with clean, effective formulations, she was a stay-at-home mom of four, battling sensitive, reactive skin. The endless cycle of trial and error left her frustrated — if one product solved a problem, another would emerge. It was a skincare game of “whack-a-mole” (as she put it), and she was over it. But rather than accept defeat, she did what any inquisitive, solution-driven woman would do: she took matters into her own hands.
We caught up with her just hours after she landed in Dubai, marking her very first time in the city. Jet-lagged yet full of energy, she marvelled at the skyline from her hotel room. “I haven’t been able to really explore yet, but from what I’ve seen so far, it’s just gorgeous. Everyone has been so wonderful, and the food is amazing,” she said, clearly eager to immerse herself in the experience albeit she’s in town for two days.
She started selling a bar cleanser from Malaysia, paying close attention to how her skin responded and listening to friends who were also experiencing skincare issues. “I kept asking, ‘What else are you using?’ I realised the problem wasn’t just one product — it was the ingredients lurking in so many of them,” she explained.
That curiosity led her to identify what she now calls the “Suspicious 6”: essential oils, drying alcohols, silicones, chemical sunscreens, fragrances/dyes, and SLS. “Once I eliminated those, my skin finally normalised. It wasn’t reactive anymore — it was just happy,” she recalled. She became obsessed with skincare ingredients, learning not only what they did but why they were used in formulations in the first place. That knowledge, combined with her firsthand experience, formed the foundation of Drunk Elephant. In 2013, she launched the brand with six products — each carefully formulated to work synergistically, free from the usual irritants.
Drunk Elephant continues to set the standard for ingredient integrity. Unlike many brands chasing the latest skincare craze, Masterson remains firmly rooted in what works. “I don’t look at trends. Ever. I just think, ‘What do I need? What’s missing for me?’” she said. She either stumbles upon something she wishes existed or finds a product that doesn’t align with her philosophy and creates her own version. That’s exactly how the brand’s latest launch, Mello Marula, came about.
“My husband asked what he could shave with, and I mixed together some of the existing products in my lineup. The texture was so good, I knew we had to create it.” The result is a creamy, non-stripping cleanser that removes makeup and impurities while soothing the skin with colloidal oatmeal and marula oil.
Drunk Elephant didn’t become a cult-favourite by paying for celebrity endorsements. In fact, for years, Masterson’s only marketing strategy was to send products to anyone who asked. “I didn’t pay influencers or celebrities in the beginning. My belief was simple: if people loved it, they would talk about it. And talk about it they did,” she shared. The brand exploded through word-of-mouth, eventually catching the attention of skincare obsessives, beauty editors, and yes — celebrities who genuinely used and raved about the products. While the brand now works with influencers, it’s always in an organic way, collaborating only with people who already love Drunk Elephant. “The philosophy always comes first.”
One of the more revolutionary aspects of Drunk Elephant is its approach to application. Unlike traditional skincare routines that rely on layering products thinnest to thickest, Drunk Elephant formulations are designed to be mixed together — what Masterson calls “skincare smoothies.” “Rather than applying products in layers, I suggest mixing them all together like a pump of vitamin C, hydration serum, and moisturiser, and then applying it in one go. It saves time, saves product, and just makes sense,” she said.
The brand has also done something rare in the beauty industry: it’s become a household brand in the truest sense. “My son uses the deodorant and shampoo, my daughters have their favourite serums, and my parents have their go-to products. It’s wild seeing 11-year-olds on TikTok rushing to Sephora for Drunk Elephant,” she said. The brand has resonated deeply because it offers something for everyone, not just a specific demographic.
And when it comes to choosing what products to launch, the process is always personal for her. Either she identifies something missing from her own routine, or she finds a product that doesn’t align with her brand philosophy and decides to reimagine it. “I never formulate just for the sake of launching something new. Instead, I refine existing products, adding beneficial ingredients to improve their efficacy,” she explained. That’s how Lala, one of the brand’s best-selling moisturisers, evolved. “It was already popular, but I added ceramides to strengthen its ingredient profile, making it even better for the consumer.”
She takes the same approach when naming her products. Sometimes the names come from an ingredient, a texture, or a feeling. Other times, they stem from trial and error, like Bestie Number Nine, a cleanser that went through nine versions before finally feeling right. “I learned early on that rushing a product to market never yields the best result. Now, I trust the process, ensuring that every formula meets my personal standards before releasing it to the world.”
Education is another area she’s passionate about. “Consumers today are more informed, but many still don’t fully understand what they’re putting on their skin. Marketing language around beauty can be misleading, with labels like ‘organic’ and ‘natural’ often creating a false sense of security. I encourage people to research ingredients, understand their purpose, and listen to their skin rather than follow trends,” she advised. That’s how she built Drunk Elephant — by questioning what was in her own products and refusing to accept ineffective formulas.
Her philosophy is simple: if an ingredient isn’t benefiting the skin or stabilising the formulation, it doesn’t belong in the product. “That perspective has shaped every Drunk Elephant formula, from cleansers to serums to sunscreens,” she said. She emphasises that her products aren’t just for people with sensitive skin — they’re for anyone looking to create a well-balanced routine without unnecessary irritants. “That’s why I designed multiple formats for key ingredients like retinol, vitamin C, and hydration serums. People have different texture preferences, and I want them to have options.”
As for what excites her most in skincare right now, acids and retinol top the list. “I think acids can be intimidating, but when formulated correctly, they’re game changers,” she said. That belief is reflected across the brand, which incorporates acids in a way that maximises their benefits without causing irritation.
Looking ahead, she sees Drunk Elephant continuing to push boundaries, not through trends, but through science and innovation. “The brand may look whimsical on the outside, but the formulations are serious, using high levels of actives and the latest advancements in skincare. Whether it’s refining existing products or creating new ones, my focus remains the same: helping people achieve balanced, healthy skin.”
Drunk Elephant started as one woman’s quest to solve her own skincare struggles. Today, it’s a global name that has redefined the way people think about skincare. And if there’s one thing she has proven, it’s that when you create something with authenticity, the world will take notice.
Lead image courtesy of Drunk Elephant