Drunk Elephant launches in Boots: These are the products worth buying

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There were a long four years between Drunk Elephant’s launch in the US in 2014 and its landing in the UK, during which time it became the envy of Instagram and beauty bloggers for its promising-sounding formulas and its bright pops of packaging.

It’s been available through Drunk Elephant’s website, Space NK and Cult Beauty since 2018, but this week, on 9 March, it’s reaching a whole new level of accessibility in the UK as it launches into Boots.

The story goes that Drunk Elephant got its name from a myth about marula fruit– marula oil is one of the key ingredients of the line – which elephants eat when it has fallen from the tree and is rotting and fermenting on the ground, making them drunk.

The brand clearly has a thing for slightly cryptic naming: please don’t ask us to explain what the “Beste No 9” means in the Beste No 9 Jelly Cleanser, for example.

Read more: 10 best ice globes to bring a healthy glow to your face

The brand founder, Tiffany Masterson, describes the line as “clean clinical”, and while we don’t love the word “clean” (it has no clinical or legal meaning and gets slapped on all sorts of products), the approach is appealing: high-tech, clinically proven ingredients that are the best for the job, whether synthetic or natural , without what the brand calls the “Suspicious 6”: essential oils, alcohols, silicones, chemical sunscreens, fragrances/dyes and SLS.

You’ll find lots of the big-hitter ingredients here, from retinol and vitamin C to glycolic and hyaluronic acids, lots of “cult” formulas, and, of course, the internet-famous neon-pop packaging. To tie with with the Boots launch, we’ve rounded up our favourite Drunk Elephant formulas, so you know what to make a dash for in Boots.

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