If, and only if, they’d passed the last 12 months in Pyongyang could a beauty addict worth their cleanser be excused for having failed to get *this* skin care memo. The brand that conjures images of Dumbos weaving woozily post one-too-many whiskies, {Drunk Elephant} has staked its claim to every ‘Hall of Fame’ you’d care to mention, and now we’re heralding its loooong-awaited UK launch *hic*

Boasting super-cute names (“Coo-ee Peekee Bar!”) and bold, colourful packaging, this brand puts paid to the (misguided) notion that elephants can’t fly – it’s leaving its rivals for dust on a mission to be the world’s most-wanted range.

The brainchild of Texan-born Tiffany Masterson – a peer-to-peer saleswoman (think: Avon but for skin care) – she learned about ingredients and started recognising common product formulations before packing her trunk and deciding to trundle away to create all the products she dreamt of. The result was {Drunk Elephant} – a ‘clean clinical’ line-up of products designed to be fun BUT effective (superficially ‘fluffy’, there’s serious science behind this phenomenal, in-demand brand).

Incredibly ‘bio-available’ – which means the formulas are ‘recognised’ by cells and therefore welcomed by the body – this super-charged edit boasts brilliant spot fighters, youth-boosting wonders and face oil so silky you won’t know you’re wearing it.

Brimming with marula oil – the reason for the name (the legend has it that the elephants binge-drink this sweet elixir and then stagger from their gatherings with four left feet and trunks around each other wailing Wonderwall en route to the oasis) – the range is proven to support and strengthen skin’s own acid mantle.

Nourishing, protective and reparative, this all-star band has swept The States like Colonel Hathi on a route march, and now we’re loudly trumpeting its imminent arrival. Watch this space and make sure that you’ve made sufficient space within your bulging bathroom cabinet…

JOIN THE DRUNK ELEPHANT WAITLIST >>