It’s finally happened! Shiseido paid $845 Million to acquire Drunk Elephant after many rumors and speculation about whether the deal was going to happen especially since Estee Lauder was apparently bidding on the brand as well but in the end Shiseido won out and hopes that bringing Drunk Elephant into their fold will strengthen the footprint of the company in the global beauty industry.
Drunk Elephant avoids essential oils, drying alcohols, silicones, chemical sunscreens, fragrance and dyes, and SLS keeping their brand of skincare very clean. Being purchased by a Japanese brand one wonder if the ingredients and formulas will remain the same. Japanese skincare is notorious for putting alcohol into many of their most popular skincare lines. This doesn’t mean Drunk Elephant will face the same treatment but let’s be honest once a company is sold changes will happen, it’s unavoidable.
Tiffany Masterson, chief creative officer and president of Drunk Elephant, says “I started this business as an industry outsider, and from the beginning I did things a little differently,” Masterson said. “To join with a powerhouse beauty company such as Shiseido that leads the industry in innovation and global excellence is a dream come true for me and for Drunk Elephant. We share similar values, most importantly an unwavering commitment to the consumer. I chose a partner who will let the brand continue to be itself, with the same formulations and the same team.”
For now though, Tiffany Masterson continues her role as chief creative officer and the titled president. The transaction of the sale of Drunk Elephant will close out at the end of the year and Drunk Elephant will operate within the US.
What do you think of the Shiseido purchasing Drunk Elephant?