I spent a couple of days in New York recently meeting with beauty editors. In telling my story twenty-plus times, I had the chance to really tighten it up and learn how to tell it better. I also realized that the editors seemed surprised to hear it, which means that reading my website and the product literature alone may not be sufficient explanation. When telling the story in person, they were better able to get it and appreciate it. So I thought I would share with you my tightened-up version of the Drunk Elephant story.
I cut my teeth selling a cleansing bar from Malaysia. The bar in and of itself was nothing special. The claims made by its manufacturer were grandiose and unrealistic, but at the time I didn't know better. The results of using the product were pretty impressive, I have to admit. As it turned out, the good results could not be credited to the bar's ingredients; rather, they were due to the lack of certain ingredients, such as essential oils, perfumes, colorants and dyes. We were all busy analyzing what was in the bar, but could never find anything to back up the claims. I finally figured out that it wasn't what was in the bar – it was what WASN'T in the bar. I developed the entire Drunk Elephant line based on this one realization.
What I had looked for in a skin care line did not exist. I wanted the good from the clinical brands – their efficacy – and the good from the natural brands – their sense of safety and goodness – all rolled into one. I kept settling with dismal results.
I'm not a doctor, as you can tell by the lighthearted name of the line, but nothing about my ingredients or formulations is lighthearted at all. We are super serious about choosing the finest ingredients and placing them into our formulations at the most effective percentages possible. They work.
To get a little more specific, I believe that the irritants and toxins found in the top clinical brands get in the way of the desired results. They do work, but along with the benefits come other issues and irritations. I also believe that the essential oils and dyes found in all-natural brands wreak havoc on our skin. When we add ingredients to our "blacklist," we are not saying that these ingredients are for absolute, 100 percent, positively, certainly toxic and are going to kill you. We are only saying that if there is any doubt at all, then we choose a safe alternative. There is always a safer, less hazardous alternative, by the way. It might be more expensive, but if it's out there, we'll find it and use it. In choosing the ingredients for my formulations, I choose both synthetic and natural...and all non-toxic. You can feel safe, and you can know the products are clinically effective – at the SAME time. Drunk Elephant is the best of both worlds.
Here are ten skin care myths I want to debunk:
In my next blog post, I'll go over these myths in more detail. In the meantime...be well and pay attention to what you are putting in and on your body. It's never too late to start cutting out the toxins.
PS - Shop the entire Drunk Elephant collection here!