For the first time, Drunk Elephant was expanding beyond skincare—and into hair. The launch was introduced with the slogan Skincare for the Hair, a line that made the connection clear and stayed true to the brand’s DNA. It helped reframe haircare through a familiar lens: clean, effective, ingredient-focused formulas—just like the skincare fans already knew and loved. The result? Drunk Elephant became Sephora’s top-selling hair brand for three months post-launch.