Jamie Matusow, Editor-in-Chief02.03.21
Beauty Packaging’s online community voted Drunk Elephant ‘Beauty Company of the Year: Excellence in Packaging.’
What role did packaging play in the prestige brand’s meteoric rise and ‘near-unicorn’ sale to Shiseido? What are the ‘Suspicious 6’? How did the brand get its curious name?
Here, in an exclusive interview, Tiffany Masterson, the brand’s founder and chief creative officer and president,talks about developing serious products with a lighthearted personality, how doing things differently can be effective—and how anyone can achieve their wildest dream with enough determination, conviction, discipline and hard work.
An elephant sauntered into the room (so to speak) in 2013, and disrupted the Beauty conversation. This wasn’t just any pachyderm—it was a prestige Indie beauty brand called Drunk Elephant, which boasted innovative formulas that joined “good synthetics with good naturals”—and was playfully packaged in fun, eye-catching colors. It
Continue reading this story and get 24/7 access to Beauty Packaging for FREE
FREE SUBSCRIPTION
