The House of Drunk popup lasted only a week and was the skincare brand's first U.S. store, drawing in thousands of customers with popular products and colorful, Instagram-ready design

A middle-aged man, ambling down Crosby Street, pauses outside a storefront with a fluorescent yellow and Barbie-pink gate. Greeting him are two neon signs: a smiley face and an abstract elephant. He peers inside, unable to figure out what, exactly, this space could be.

“What do they sell here?” he asks.

The answer is simpler than it might seem. Dubbed House of Drunk, the store is the latest event popup from cult skincare brand Drunk Elephant, and the line's first-ever U.S. store. Although it was only around for a few days, the space, the latest in a series of popups that have visited Singapore and London, drew visitors from around the country and could barely keep its products in stock. And with an acid trip theme, it's a playground for diehards and newbies alike.

Craig Barrett/Getty Images

The narrow interior of the popup is an exercise in texture and color. Every surface is designed to be perfectly Instagrammable, from the mirrored walls to the inflatable chairs. Electric pink and magenta furnishings dominate one mirrored corner, and by the registers there's a massive, interactive flatscreen dripping in bold colors.

In the back, a curtain of cords parts into an influencer-inspired room done up entirely in melodramatic purple, a brief respite from the visual noise outside. Perhaps the most photographed element is a giant mouth where visitors perch and snap a few pictures that are certain to stand out in any social media feed.

Founder Tiffany Masterson. Craig Barrett/Getty Images

Known for its playful branding and non-toxic products, the company has racked up millions of fans and sales since it was founded in 2012 by budding mogul Tiffany Masterson. “This popup is insane and feels exactly like you’re stepping inside the brand,” Masterson says. “I really just can’t wait for people to see it.”

The 1,300 square foot space doubled as an official launch for one of the brand's newly reformulated moisturizers, offering the exclusive drop before a wide release next month. House of Drunk is headed to Los Angeles next, where West Coast fans can also get a chance to visit the candy-colored popup.

Craig Barrett/Getty Images

Drunk Elephant


Lead image: Craig Barrett/Getty Images

A middle-aged man, ambling down Crosby Street, pauses outside a storefront with a fluorescent yellow and Barbie-pink gate. Greeting him are two neon signs: a smiley face and an abstract elephant. He peers inside, unable to figure out what, exactly, this space could be.

“What do they sell here?” he asks.

The answer is simpler than it might seem. Dubbed House of Drunk, the store is the latest event popup from cult skincare brand Drunk Elephant, and the line's first-ever U.S. store. Although it was only around for a few days, the space, the latest in a series of popups that have visited Singapore and London, drew visitors from around the country and could barely keep its products in stock. And with an acid trip theme, it's a playground for diehards and newbies alike.