How Drunk Elephant Used Digital Marketing to Expand Its Audience and Get Acquired
Drunk Elephant, a clean skincare brand that started as an indie favorite, leveraged digital marketing to achieve massive growth and ultimately attract acquisition by Shiseido for $845 million in 2019. By strategically using social media, influencer partnerships, and community-driven engagement, the brand expanded its audience beyond early adopters and into the mainstream beauty market.
Authenticity-Driven Social Media Strategy
Drunk Elephant built a strong social media presence by emphasizing transparency, clean ingredients, and relatable storytelling. Founder Tiffany Masterson often shared personal insights about product development and skincare concerns, making the brand feel approachable and authentic.
Instagram as a Primary Growth Channel: The brand maintained a colorful, playful aesthetic that stood out in crowded beauty feeds, using pastel tones and engaging product visuals.
User-Generated Content (UGC): Encouraging real customers to share their skincare journeys using #DrunkBreak and other branded hashtags fostered trust and organic growth.
Direct Engagement: Responding to comments, resharing customer experiences, and being transparent about formulations created a community-driven feel.
Influencer and Celebrity Endorsements
Rather than traditional advertising, Drunk Elephant relied on influencer and celebrity partnerships to boost credibility and reach a wider audience.
Micro- and Macro-Influencers: The brand gifted products to beauty influencers across different audience sizes, creating a sense of exclusivity and demand.
Celebrity Love: Major celebrities, including Drew Barrymore and Hailey Bieber, organically showcased their love for Drunk Elephant, further amplifying its credibility.
YouTube and TikTok Growth: Influencers creating skincare routines and product reviews drove viral buzz, increasing consumer interest and demand.
Tapping Into a Young Audience and Shifting Sephora’s Customer Base
Drunk Elephant successfully attracted a significantly younger audience, leading to a notable shift in Sephora’s customer demographics. The brand’s playful packaging, social media engagement, and influencer endorsements made it highly appealing to Gen Z consumers.
TikTok and Instagram Appeal: By leveraging short-form video content and viral beauty trends, Drunk Elephant became a must-have brand for younger skincare enthusiasts.
Accessible Skincare Education: The brand simplified skincare routines and terminology, making it easier for teenagers and young adults to understand product benefits.
Sephora Sales Impact: As younger consumers flocked to purchase Drunk Elephant products, Sephora saw an increase in younger shoppers interested in premium skincare, influencing how other beauty brands positioned themselves in retail stores.
Leveraging the Clean Beauty Movement
Drunk Elephant capitalized on the clean beauty trend by clearly communicating its commitment to non-toxic, biocompatible ingredients. Their "Suspicious 6" philosophy—eliminating harmful ingredients like silicones, essential oils, and drying alcohols—resonated with ingredient-conscious consumers.
Educational Content: Blog posts, videos, and social media explainers helped consumers understand the benefits of clean beauty and Drunk Elephant’s formulations.
Sustainability Messaging: Emphasizing eco-friendly packaging and ethical sourcing attracted a demographic concerned with sustainability.
Smart E-Commerce and Retail Expansion
While Drunk Elephant started as a direct-to-consumer brand, it smartly expanded into major retailers like Sephora, increasing visibility and accessibility.
Exclusive Launches: Limited-edition product sets and collaborations created urgency and excitement.
Seamless Shopping Experience: Strong UX on its website and partnerships with major e-commerce platforms optimized the customer journey.
Data-Driven Marketing: Leveraging customer insights to refine product offerings and marketing strategies helped maintain engagement and loyalty.
Acquisition by Shiseido
Drunk Elephant’s digital marketing success played a crucial role in making it an attractive acquisition target for Shiseido. The brand’s direct engagement strategy, digital-first approach, and cult-like following demonstrated its long-term potential in the competitive beauty industry.
Key Takeaways
Drunk Elephant’s rise to success showcases the power of authenticity, influencer marketing, and strategic digital engagement. By building a community, leveraging social trends, and expanding smartly into retail, the brand positioned itself as a leader in the clean beauty movement—ultimately leading to a lucrative acquisition. Brands looking to scale can learn valuable lessons from Drunk Elephant’s innovative marketing approach.
