Ever wonder how Drunk Elephant became a $845 million skincare brand? I’m sharing their secret because OEM skincare brands can learn a lot from it. In a crowded market, simple strategies like ingredient transparency and strong branding can build real trust & real success.
Drunk Elephant’s success comes from its focus on ingredient transparency, minimalist product lines, strong social media engagement, influencer partnerships & customer-first branding. OEM skincare brands can follow these strategies to build trust, boost visibility & create long-term customer loyalty.
But that’s just the beginning. In this guide, I’ll break down the exact steps Drunk Elephant took & how OEM skincare brands can apply them to stand out and grow fast. Let’s dive in.
What Makes Drunk Elephant So Different in the Skincare World?
As a skincare expert, I’ve watched many brands come and go. The common mistake? Most focus too much on trends and packaging but forget what really matters - formulation and trust. The problem starts when skincare brands try to impress with long ingredient lists or scientific-sounding names. Check the prohibited & restricted ingredients in cosmetics here. But this only confuses the customer. People don’t want complicated routines. They want safe, effective products that work with their skin, not against it.
Here’s where the agitation gets worse, some brands add popular actives just for the label, without checking how they mix or affect sensitive skin. That’s when breakouts, dryness, or reactions happen. Customers lose trust. And once it’s gone, it’s hard to earn back.
Drunk Elephant understood this early. They removed what they call the “Suspicious 6” ingredients like essential oils, alcohols, and silicones & focused on skin compatibility over everything. They made their formulas gentle, easy to understand, and effective. That’s what made them different.
At Amaarie, our CEO has taken this approach seriously. Like Drunk Elephant, we avoid harsh fillers. But we go a step further, we design our formulations based on skin biology and the climate your customers actually live in. Whether your market is hot, humid, dry, or cold, our OEM skincare adapts to those needs.
So if you're building a skincare brand and want to stand out, don’t just copy what’s trending. Instead, follow what actually works - clean, clear, skin-first formulas. That’s the kind of trust we help our OEM partners build. Because in skincare, real results always win.
Why Brand Simplicity Still Wins in 2025
I’ve watched the market shift year after year, and in 2025, one thing is clearer than ever, simplicity still works. I’ve seen so many people frustrated by complicated routines and product overload. They don’t want 10-step skincare or long lists of ingredients they can’t pronounce. They want clean, focused products that do what they promise. When a brand keeps things simple, customers feel more confident and less confused. That’s powerful.
Today’s beauty shoppers are smarter. They read labels, look up ingredients, and want to know what goes on their skin. But that doesn’t mean they want to study chemistry. It means they want clear messages and trustworthy claims. Brands that speak plainly, without hype, win hearts. Simplicity isn’t about being basic, it’s about being clear and true to purpose. That builds real loyalty.
Our CEO, Leona Ho, keeps our collections tight, easy to follow, and backed by purpose. We don’t believe in overwhelming choices. Instead, we focus on making each product meaningful - safe formulas, smart ingredients, and real results. Our design, packaging, and product descriptions are all made to help people feel comfortable and in control of their skincare. Explore the future trends in packaging systems and innovative solutions for global buyers here. In a world full of noise, we choose to keep it calm, clean, and clear, for the skin and for our community.
How the Brand Built Trust with Simple, Honest Formulas
As a skincare expert, I’ve seen how overloaded formulas can do more harm than good. When I first studied Drunk Elephant’s strategy, one thing stood out, they didn’t try to impress with too many ingredients. Instead, they focused on clean, simple blends that make skin feel healthy, not stressed. And that’s what earned customer trust.
1. Clear Communication, Not Confusion
Many brands use complicated terms that the average person can’t understand. Drunk Elephant chose a different path. Their labels are easy to read, and they explain what each ingredient does. This creates a sense of honesty. When people know what they’re putting on their skin & why, they feel more confident using it.
2. Fewer Ingredients, Better Results
Instead of packing products with long lists of actives, the brand chose fewer, well-researched ingredients. Learn manufacturing cosmetic ingredients according to good manufacturing practice principles here. Each one was selected for a clear reason. This makes it easier to avoid irritation. It also shows the brand values safety and thoughtfulness, which builds deeper trust with customers.
3. No Loud Promises - Just Consistency
While many brands make big claims like “miracle results overnight,” Drunk Elephant stayed realistic. Their message was simple: use the product regularly and see steady improvement. Customers appreciated the honest tone. Over time, this kind of messaging created loyal buyers who trusted what the brand stood for.
4. Products That Work Together
Another smart move? All their products were designed to mix well together. This gave people freedom to build a full routine without fear of reactions. When customers feel safe mixing a serum with a moisturizer or adding a drop of oil to their cream, they stick with the brand.
5. Focus on Skin Health, Not Trends
Drunk Elephant didn’t chase viral ingredients just because they were popular. They stayed focused on skin health. Their choices were backed by skin science, not internet buzz. That helped the brand stand out as serious and dependable in a world full of noise.
6. Friendly, Honest Branding
From their packaging to their tone of voice, everything felt human. They didn’t sound like a big company. They sounded like a helpful friend who cares about your skin. That emotional connection made customers feel seen, not sold to, a rare thing in today’s crowded market.
Our CEO believes that trust is not built overnight, it’s earned through honesty and care. That’s why we focus on clean, minimal formulas that make sense. We don’t believe in overpromising. We believe in giving your customers something real, skincare that speaks their language and respects their skin. When you partner with us for your OEM skincare needs, you’re choosing a brand that values truth, not trends. Let’s build something your audience can believe in.
The Power of ‘Ingredient Transparency’ in Winning Over Users
I’ve seen how much people today care about what goes into their products. They no longer just pick a cream because it smells good or looks fancy. They want to know what each ingredient does, where it comes from, and whether it’s safe for their skin. That’s where ingredient transparency becomes powerful. When a brand openly shares its ingredient list and explains why each one is used, people feel more confident and respected. Find the 5 cost-effective ways to source high-performance ingredients for bulk orders here. It shows the brand has nothing to hide.
Transparency isn’t just listing ingredients on the label. It’s about making the information clear and easy to understand. When brands educate customers - like explaining that niacinamide helps with redness or that squalane gives lasting hydration, it builds trust. It turns skincare into a conversation, not a mystery. This honest approach helps users make better choices for their skin needs, and they are more likely to stay loyal to a brand that supports them.
Our CEO believes that trust is earned through honesty. We clearly explain each ingredient used in our products and the role it plays in your skincare routine. We don’t just say “natural” or “clean” - we break it down so you feel confident choosing what works for your skin. That’s how we build lasting relationships with clarity, care, and commitment to quality.
Why Their Packaging Isn’t Just Pretty - It’s Smart Marketing
I’ve learned that packaging does a lot more than just hold the product. It can speak to the customer before they even open the bottle. When I first looked at Drunk Elephant’s packaging, I noticed how clean, colorful, and simple it looked. But it wasn’t just about being nice to look at, it made people feel good. The bright caps made each product easy to remember, and the pump bottles kept things neat and safe from germs. That kind of design doesn’t just grab attention, it makes people feel they’re using something modern, safe, and well-thought-out.
Smart packaging also makes the customer’s daily routine easier. For example, if a moisturizer comes in a jar that you have to dip your fingers into, it might seem old-fashioned or messy. But if it comes in an airless pump that gives just the right amount, it feels cleaner and advanced. Good design also helps customers understand what each product is for. Clear labels, easy-to-read names, and a unique color for each product make it simpler to remember what to use and when. Learn which color additives are allowed in cosmetics by the FDA here. That comfort and ease create a better experience, and happy customers usually come back.
Our CEO takes our packaging choices seriously. We design our bottles and boxes to be useful, not just beautiful. We choose packaging that protects the product and gives you a smooth, mess-free experience. Each design is tested to make sure it fits well into your daily routine and reflects the quality inside. We want our customers to enjoy every step, from picking up the product to using it, because that’s how skincare should feel: simple, smart, and satisfying.
Influencer Love That Felt Real, Not Forced
I’ve seen many brands use influencers, but not all of them get it right. When I saw how Drunk Elephant worked with content creators, I could feel it was different. The influencers they chose were not just promoting a product - they were using it, loving it, and showing real results. Their posts felt honest and personal, like they were sharing a secret that worked for them. That kind of connection builds trust faster than any ad ever could. It made people believe the product was worth trying.
What stood out more was how natural everything felt. The photos weren’t too polished, and the messages weren’t too perfect. It wasn’t just about looking flawless; it was about showing real skin, real routines, and real changes. This made it easier for people to relate and feel seen. When someone with similar skin problems talks about what helped them, it creates a bond. This approach helped Drunk Elephant grow fast, because it wasn’t pushing people, it was guiding them gently with real stories.
Our CEO also believes in working with voices that truly connect with their audience. We partner with creators who care about what they promote. We don’t ask them to read a script, we ask them to share their journey with our products in their own voice. When someone shares their honest experience, it inspires trust. And that’s what we care about, building relationships through truth, not hype.
Focus on Skin Health, Not Just Beauty Trends
I always remind people that healthy skin matters more than just looking trendy. I’ve met many who chase every new beauty product or hack, hoping for fast results. But real skincare isn’t about the newest trend on social media. It’s about understanding what your skin truly needs - hydration, balance, and protection. When you focus on health first, beauty naturally follows. Glowing skin is not a filter effect; it’s the result of using the right care every single day.
People often forget that harsh treatments or overuse of products can harm the skin more than help it. Chasing glass skin or instant brightening can sometimes damage the skin’s natural barrier. Good skincare should protect and support your skin, not fight against it. Choosing gentle, nourishing formulas that respect your skin's natural state is the better way. It’s not about how fast it works, it’s about how safely and steadily it improves over time. That’s what builds lasting confidence.
Our CEO creates products that respect the skin and help strengthen it from within. Our goal is not just to make skin look good, but to make it feel healthy and strong. When your skin is in good shape, you don’t need to cover it, you get to enjoy it. That’s the kind of skincare we believe in.
What OEM Brands Can Learn from Their Customer-First Approach
I’ve seen many brands focus too much on selling and too little on listening. But when I looked at how this startup worked, I saw something different. They didn’t just create products and hope people would buy, they paid attention to what their customers were saying. Every review, every question, every small concern was treated with care. That kind of response builds real trust. It shows people that their voices matter, and that’s something OEM brands can truly learn from. Learn details on OEM agreements in China here.
Putting customers first means more than offering refunds or replies. It means thinking about their needs before creating anything. This brand didn’t rush into trends. They made sure their formulas worked for real people. They made packaging that was not only good-looking but also easy to use. And they kept improving based on feedback. That open door to honest conversation helped them grow fast, because people felt respected. OEM brands that want to succeed long-term should slow down, listen better, and adjust based on real use, not guesses.
Our CEO believes skincare isn’t just business - it’s personal. Every product we make starts with a question: What does the customer truly need? That mindset helps us stay grounded. We learn from real stories, real skin challenges, and real feedback. When customers know we care, they stay loyal. That’s the power of putting people first & it’s something we’ll never compromise on.
Lessons You Can Apply to Your Own Skincare Line Today
I often meet people who ask, “What can I do right now to grow my own line?” The truth is, you don’t need a huge budget or a big team to start making smart choices. What matters is being clear about your purpose. This startup showed that by staying real, being kind to skin, and truly caring for their buyers, it’s possible to grow steadily. I always tell new founders - start small, listen more, and focus on what helps people feel better in their own skin.
One big lesson is to stop chasing every new trend. Instead, find a clear path that fits your brand's values. Find the 10 ways to boost customer satisfaction here. Stick to what makes sense for your customer. Try not to copy what everyone else is doing. Test your products, talk to your buyers, and keep improving. Don’t worry if things take time - slow and steady always works better in skincare. Be honest about what your product does, and people will trust you more. Build that connection, and sales will follow naturally.
Our CEO grows by focusing on quality and care. We don’t rush. We test, learn, and adjust with purpose. Every product we offer has gone through careful planning and real feedback. We believe every skincare brand, no matter the size, can build strong roots by starting with trust, staying true to its message, and focusing on long-term value. That’s how we move forward & it’s something you can apply to your own journey too.
Final Words
Following these lessons from Drunk Elephant can help OEM skincare brands build trust, connect with their audience, and grow steadily. From clear ingredients to real influencer partnerships, each step supports long-term success. Focus on what works, listen to your customers, and create products they’ll keep coming back for.