First, it was The Ordinary, then Fenty Beauty and then MAC Cosmetics. Now Boots is launching cult skincare brand, Drunk Elephant, online and in-stores from today.
Boots has had a pretty phenomenal 18 months. The health and beauty retailer has introduced well over 50 new brands and launched countless initiatives, including its Makeup Exchange Policy, online beauty consultations and a beauty product recycling scheme. Not to mention the vital role it has played in the fight against COVID-19.
Despite the challenges the numerous lockdowns have had on Boots, it looks like 2021 is set to be just as impressive when it comes to beauty at Boots. Announced late last night, Boots took to their Instagram to share that they would now be an official stockist of cult skincare brand, Drunk Elephant.
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New to the brand? Allow us to explain why it’s one skincare brand that deserves the hype it receives. Founded by Tiffany Masterson, Drunk Elephant was born out of the now Chief Creative Officer's frustration at the dire lack of skincare products that actually worked for her skin type. Thus, Drunk Elephant was born.
It quickly became one of the fastest-growing beauty brands out there, not to mention one owned by a female and one focused on clean formulations. The products are all free of what the brand deems ‘the suspicious six:’ silicones, essential oils, chemical sunscreens, SLS, alcohols, and fragrances/dyes. Still, they take a slightly different approach, calling it ‘clean clinical’ skincare and using both natural and synthetic ingredients, with a focus on efficacy and what actually benefits your skin. Beauty editors and consumers alike quickly became obsessed, and the beauty industry took note. It’s a success story that largely hinges upon one thing: the products are truly and genuinely really good. Oh, and the packaging is extremely cute, which never hurts.
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Luckily for beauty fans in Ireland, the coveted label has just become a lot easier to get your hands on, as it's finally available to buy at Boots (you can already pick it up at Cult Beauty and Space NK). Drunk Elephant has launched 38 of its cult products to Boots which are available online from today and a limited assortment of hero products will be available in selected Boots stores as soon as they re-open.
So, to help guide you through the wonderful world that is Drunk Elephant, we've rounded up our current favourite products for you to add to your wishlist.
BEST DRUNK ELEPHANT PRODUCTS:
You already know the importance of wearing sunscreen daily (even indoors and on days the sun isn't shining), but with so many options on the market, it can be challenging to narrow it down. The ultra-lightweight Umbra Sheer Physical Daily Defense SPF 30 pretty much eliminates the guesswork. It's designed for — you guessed it — everyday wear. The creamy, silicone-free formula is ideal for even the most sensitive skin types and contains 20 per cent zinc oxide (to protect the skin from harmful UV rays), as well as antioxidant-rich algae, sunflower sprout extracts, and raspberry seed oil.
Drunk Elephant Umbra Sheer Physical Daily Defense SPF 30 90ml, €33, SHOP
This chemical exfoliants was a part of Drunk Elephant's initial six-product launch and has since earned a reputation as one of the best that money can buy. The serum contains a cocktail of alpha-hydroxy acids to effectively exfoliate without overly drying out the skin For many beauty enthusiasts (us included) it's a "desert island product" that they can't live without thanks to the fact that it's great for all skin types and will resurface your complexion while you sleep.
Drunk Elephant T.L.C. Framboos™ Glycolic Night Serum 50ml. €129, SHOP
Bar cleansers are an integral part of Drunk Elephant and a product type that sets the brand apart from a lot of other skincare brands. This skin-clarifying one is enriched with deeply cleansing thermal mud, gently exfoliating bamboo powder and nourishing marula oil that works into a rich lather when applied to damp skin. It sloughs away at dead skin cells particularly well around congested areas like the nose and chin without leaving skin feeling stripped.
Drunk Elephant Juju Bar, €27, SHOP
Not only do these tinted drops leave you looking sun-kissed without damage, but they also take it one step further, actually helping to safeguard your skin. Credit strengthening oils and fatty acids to reinforce your skin barrier and help block out environmental toxins, plus a hefty dose of antioxidants to counteract whatever does get in. All while leaving behind a perfectly pretty hint of bronzy colour.
Drunk Elephant D-Bronzi™ Anti-Pollution Sunshine Drops 30ml, €34, SHOP
No line up of the best Drunk Elephant products would be complete without their T.L.C. Sukari Babyfacial™. This much-hyped face mask landed on Irish shores earlier this year and caused *quite* the stir. The formulation contains 25% AHA / 2% BHA blend (an epic combo of glycolic, tartaric, citric, lactic and salicylic acids), pumpkin ferment, chickpea flour and a soothing antioxidant blend that combines milk thistle, apple and matcha tea. Every element of the formulation works to unveil a radiant, more even and softer complexion. It feels slightly tingly on the skin on application so you can really tell it's doing its job.
Drunk Elephant T.L.C. Sukari Babyfacial™ 50ml, €76, SHOP
Main image by @aman_burm on Instagram