# Drunk Elephant: Tiffany Masterson

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-01-29
- Length: 1h 31m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson

## Summary

Tiffany Masterson, founder of Drunk Elephant, explains how she launched a skincare brand in 2013 after being rejected by the beauty industry for her name and strategy, eventually selling to Shiseido for $845 million. She details her research into six 'suspicious' ingredients, her decision to focus exclusively on Sephora, and her use of product sampling to drive word-of-mouth growth. The episode highlights her collaboration with chemist Nathan Batchelor and her strategic choice to prioritize brand identity and customer experience over traditional advertising.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson#t=0) Introduction: Tiffany Masterson and Drunk Elephant
- [3:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson#t=224) Early Life and Career Failures: Holy Pantry and Arbonne
- [13:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson#t=807) The Wonder Bar Experience and BeautyPedia Review
- [29:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson#t=1774) Developing the Drunk Elephant Philosophy and Formulations
- [45:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson#t=2702) Branding: The Name, Logo, and Packaging Strategy
- [57:47](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson#t=3467) Securing Sephora and Managing Family Dynamics
- [1:13:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson#t=4400) Growth Strategy: Sampling, Social Media, and Retail Expansion
- [1:25:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson#t=5155) Acquisition by Shiseido and Company Culture

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- Drunk Elephant (product)
- Shiseido (company)
- Sephora (company)
- Wonder Bar (product)
- BeautyPedia (other)
- Guthy-Renker (company)
- Estée Lauder (company)
- L'Oréal (company)
- Marula Oil (material)

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