IFM HAPPENINGS | HOUSE OF DRUNK: SUMMER’S MOST EXCITING BEAUTY POP UP IN THE NEW YORK CITY

Cult-favourite clean beauty trend has taken root in 2019’s skincare scene, and at the forefront of it all is the U.S. based Drunk Elephant. After wrapping up two successful pop-ups in London and Singapore last winter, the brand’s “House of Drunk” activation in New York’s Soho neighbourhood is their most awaited foray into retail experiments yet. Previously, their biocompatible products were only available online and exclusively with Sephora.

The pop-up spread over a 1,300 square foot space opens to the public on June 14 after a series of private events beginning with a launch today on June 10. It’s being touted as something larger than a shopping event and more of an immersive experience for visitors. The brand’s loyal followers will get to step into the world of Drunk Elephant like never before with the “Acid Trip” theme via neon displays. The pop-up will also house a smoothie bar offering customized drinks based on shopper’s skincare needs.

Photo credits: Glossy

You will find all of the brand’s 20 skincare products along with the Drunk Life line of T-shirts, sweatshirts, baseball caps and accessories available for purchase at the New York edition of “House of Drunk.” Attendees will be in for a bonus treat as they get to preview the new Lala Retro Whipped Cream which will hit the shelves later in July. Their skincare formulated with both cutting-edge synthetic and natural ingredients ranges from $ 16 to $ 134. The revolutionary formulas of products like the T.L.C. Sukari Babyfacial, Protini Polypeptide Cream and C-Firma Day Serum known to be blockbuster hits are sure to have you breaking the bank!

The event is highly anticipated as it is opening up amidst rumours of acquisition by Unilever which is said to be circling an offer upwards of $1 billion. This comes as no surprise to some as the brand is ‘for the consumer by a consumer.’ It rose to popularity in 2014 with its launch at Sephora owing to its transparent, no-nonsense approach to skincare. Instead of ads and celebrity co-signs, they focused on creating a category of their own dubbed the ‘clean compatible.’ All Drunk Elephant’s products are made without the use the “Suspicious 6” ingredients (Essential oils, Drying Alcohols, Silicones, Chemical Screens, Fragrance/Dyes and SLS) as Tiffany Masterson, the founder, deems these ubiquitous ingredients as the cause of almost every skin issue we see.

Not planning a trip to the States? Have a look at our top picks and find out where you can get them in India:

Drunk Elephant Beste Jelly Cleanser | Buy Now
This innovative jelly cleanser with a non-stripping pH level of 5.5. is gentle on your skin. Its unique blend of mild surfactants and makeup dissolving emollients leave the skin clean & soft by removing all traces of makeup, excess oil, and any other grime from the day.

Photo credits: Sephora

Drunk Elephant T.L.C. Framboos Glycolic Night Serum | Buy Now
We all love waking up with radiant skin and what better than the AHA/BHA enriched T.L.C. Framboos Night Serum to do that! It works overnight to refine complexion and reveal a smoother surface. The glycolic acid content makes it the perfect night serum with the added benefit of enhancing the performance of other products by clearing the way for maximum absorption.

Photo credits: Squarespace

Drunk Elephant Anti Aging Lip Protective Treatment Balm | Buy Now
This luxurious balm is loaded with antioxidant-rich green tea leaf and vitamin C. The Lippe Balm works to soften and plump the look of rough, parched, and aging lips by neutralizing free radicals and environmental aggressors.

Photo credits: Squarespace

Baby Juju Bar + Baby Pekee Bar Travel Duo Refill | Buy Now
Infused with a blend of blueberry extract, marula oil, and honey, the Pekee Bar is a soap which is hard to resist. It improves the elasticity and firmness of skin by promoting moisture retention and pH balance. If that wasn’t enough, it also works to rinse away pore-clogging surface debris, impurities, and excess oil.

Photo credits: Drunk Elephant

Umbra Sheer Physical Daily Defense SPF 30 | Buy Now
A daily sunscreen which also minimizes the look of fine lines and wrinkles? Yes, please! Umbra Sheer Physical Daily Defence has an SPF of 30 and it is infused with raspberry seed and marula oils. It’s mineral-based formula delivers essential moisture and is also eco-friendly.

Photo credits: Drunk Elephant

We’re sure having a hard time deciding which one to pick – what about you?