It seems to be the year for hyped up American brands arriving on Irish shores. No longer are friends requested to go to Sephora or pink showrooms with a list as long as their arm. Not only do Glossier ship to Ireland now, but US brand Drunk Elephant have gone a step further and launched in Space NK.
So what do you need to know about the brand?
First up it's marketed as a clean skincare brand, with their aim being 'a bare-faced, radiant you'. The company's ethos is based around eliminating what they dub the 'Suspicious 6'. These are;
- essential oils
- drying alcohols
- chemical screens
- fragrance and dyes
The founder, Tiffany Masterson firmly believes that most skincare issues come from products containing some, or all, of the above ingredients. The products have no fragrance, they simply smell of the ingredients which is great for those with sensitive skin as they are less likely to cause irritation. In an industry where we are told to layer our products onto the skin, Drunk Elephant instead advocates creating a skincare 'cocktail'. This is simply putting a pump of your serum/moisturiser/SPF into your hand and applying it all at once.
What should you buy?
Rave reviews so far seem to be for their range of serums, especially the C-Firma Day Serum, which claims to firm and increases radiance. In the office we have some lovers of the Beste No 9 Jelly Cleanser, which I'm sure if you're already a fan of the Glossier Milk Jelly Cleanser you'll love. High on my list is the T.L.C Sukari Babyfacial (with a name like that it's hard to resist) which contains both AHA's and BHA'S that aim to exfoliate and resurface the skin. New and unusual formulations include their solid JuJu Bar which cleanses and exfoliates the skin.
The names of the products are quite long and quirky but easier to navigate for non-beauty-buffs than a brand like The Ordinary. The packaging is one of the stand out features of the brand as it is clean yet colourful and would make a great addition to your bathroom #shelfie.
Why the name?
With a catchy name like Drunk Elephant your first guess wouldn't be that it's a skincare brand. Using Marula Oil across its 21 product range, the name comes from stories of elephants eating fruit that falls off the Marula trees, this then ferments as they digest it making them drunk! Take a look here, it's adorable.
Prices range from €20 - €155 and the range is now available in Space NK Grafton Street.