How Drunk Elephant’s Shopify Site Captures Attention (and Conversions)

Brand Personality That Pops From the First Click

You know exactly who Drunk Elephant is within 3 seconds: fun, modern, and science-based but not clinical. The tone of voice, the layout spacing, and the iconography all reflect a confident brand that’s not trying to look like anyone else.

A Bold Stand That Challenges the Entire Skincare Category

Drunk Elephant doesn’t just tell you what’s in their products—they highlight what isn’t, making a confident stand against industry norms. By coining the “Suspicious 6,” they cleverly flip typical ingredient marketing on its head, forcing you to reconsider what you’ve been told is “good” for your skin. This positions them not just as a skincare brand, but as a reformist voice in the category.

Transparency in Formulation, Down to the Decimal

Rather than vague claims of “gentle” or “balanced,” Drunk Elephant explicitly states the pH range of every formula. The visual pH scale not only educates but builds trust—backing up the science behind the brand’s philosophy. This level of specificity signals intentionality, showing customers the why behind every formula choice.

Product Education That Feels Playful, Not Preachy

Drunk Elephant simplifies skincare routines by bundling complementary products into “Smoothies”—fun, mix-and-match pairings that feel like recipes. This approach makes layering products less intimidating while reinforcing education through naming and visuals. It's a clever content-commerce fusion where the customer learns while shopping.

Content That Extends the Customer Journey

Drunk Elephant treats its blog like a brand extension, not an afterthought. The content is colorful, consistent, and rooted in the same playful energy as the rest of the site. But more importantly, it’s intentional: educating customers, deepening brand affinity, and giving people a reason to return outside of purchase intent. For any skincare brand that claims to support your journey, this kind of organic, non-sales-driven content is proof of that promise in action.

A Thoughtful, On-Brand Sustainability Moment

Most brands settle for a tiny recycling icon to communicate their product is recyclable. Drunk Elephant dedicates an entire product page section to guide customers through the disassembly process in a way that is on-brand, easy to follow, and genuinely educational. It’s a great example of sustainability communicated not just as a value but as an experience. When you put in the effort to make eco-friendly actions easy and engaging, your customers notice and remember.

How You Can Apply This to Your Shopify Site

Whether you’re a bold beauty brand or a skincare company looking to stand out in a crowded market, here’s what you can take away:

• Bring your brand personality to life online. If your packaging or brand voice is bold, reflect that energy in your visuals, copy, and design choices.

• Use your site to tell customers who you are. Clearly communicate what makes your brand different and why it matters, so shoppers learn your story while they shop.

• Be transparent about product details. Use visuals and simple explanations to share key facts like pH levels or formulation choices that build trust.

• Simplify product education with creative tools. Consider routines, product pairings, or bundles that make shopping easier and more fun.

• Invest in content that supports the customer journey. Use blogs, guides, or series that educate, engage, and invite customers back beyond the sale.

• Find unexpected ways to show your values. Like sustainability tips or how-to guides, create meaningful moments that reinforce your brand promise

Work With Us
If you’re a skincare or wellness brand on Shopify looking to revamp your site experience, our team specializes in design, development, and long-term store management tailored for high-growth beauty brands. Reach out to us and we’ll help bring this level of polish, conversion thinking, and brand depth to your store.