Drunk Elephant was launched by Tiffany Masterson in the US in 2013 with six products and has expanded over the years to a full range of products for face, hair, and body. It is considered one of the pioneering ‘clean’ beauty brands on the market that advocated ingredient transparency in the industry.
The brand has garnered cult beauty status for its products, which are free of ingredients it deems to be “suspicious”. This includes essential oils, drying alcohols, silicones, chemical sunscreens and fragrances, dyes and sodium lauryl sulfates.
Japanese beauty conglomerate Shiseido acquired Drunk Elephant in 2019 for $845m.
The new distribution deal with Ulta, the nation's largest beauty retailer, marks “a new era for Drunk Elephant”, according to a press release.
“We are delighted to welcome Drunk Elephant to the Ulta Beauty family,” said Monica Arnaudo, chief merchandising officer of Ulta Beauty. “Drunk Elephant is an incredible brand focused on the health of the skin from head to toe, and we know our guests will be thrilled to explore the brand offerings, embrace its philosophy, and have fun along the way!”
At launch, Ulta Beauty customers will discover the brand’s skincare products, including Protini Polypeptide Cream, C-Firma Fresh Day Serum, and T.L.C. Sukari Babyfacial; body care products, including Sugared Koffie Almond Milk Body Scrub and Sili Body Lotion; and hair care products, including Cocomino Glossing Shampoo, Cocomino Marula Cream Conditioner and Wild Marula Tangle Spray.
“I’m so excited to be launching in Ulta Beauty,” said Masterson. “It’s a dream come true to share our philosophy and products with their community! I can’t wait to hear what they have to say.”