Launching and maintaining a successful beauty brand is no easy feat. This is especially true when it comes to the countless celebrity beauty brands in the market and the influencer-founded ones, which oftentimes face the most scrutiny from the public. But when entrepreneurs and co-founders Marianna Hewitt and Lauren Ireland—who will be present at our Beautycon event this November— launched Summer Fridays, there was a shift in how everyone perceived products made by content creators.
The year was 2018 when we first met the infamous Jet Lag Mask. Thanks to its minimally chic packaging and ultra nourishing formulation that instantly soothed and brightened skin, everyone couldn’t get enough of it. Fast forward today, and Summer Fridays has launched an entire collection of makeup and skincare— and cemented itself as an essential in every cool girl’s beauty routine.
It’s often said that the marker of a successful beauty brand is one that can stand on its products alone without having to depend on the celebrity of its founders. Safe to say that Summer Fridays has done just that and more.
Below, Hewitt and Ireland discuss creating their own brand and what they look forward to at this year’s Beautycon.
Walk me through your skincare journey. How did you find yourself wanting to launch a beauty brand?
Hewitt and Ireland: We both have always been obsessed with beauty and finding products that actually work for our skin. We realized there was a gap in the market for gentle yet effective skincare, and hybrid-makeup products that felt like a treat to use. That’s when we started dreaming up Summer Fridays—products that are easy to use, give real results, and feel like a little bit of me-time in a busy day.
Looking back on how Summer Fridays has grown, is there anything that you would change? Is there something you wished you launched sooner or waited to launch later, etc.?
H&I: We’ve learned so much along the way, and every step has taught us something valuable. If anything, we’ve learned to trust our instincts more and to take our time to perfect a product before launching it.
What’s the best thing about creating your own brand?
H&I:The best part is seeing the impact we have on people’s lives. There’s nothing like hearing from someone who says our products have made their skincare routine easier or more enjoyable, made them feel more confident, or that they made a new friend at a community event. We love the creative freedom that comes with building a brand and being able to bring our vision to life.
What’s been the hardest thing?
H&I: The beauty industry is constantly evolving, and with that comes the challenge of always staying innovative and ahead of trends. But we see this as a positive opportunity—it pushes us to keep learning, experimenting, and staying connected with our community. It keeps us on our toes and drives us to create products that people truly love and need. The challenges are just opportunities to grow and evolve with our customers.
In the era of beauty TikTok and having a viral moment, how has Summer Fridays adapted to the changing social media landscape? How do you balance staying in the conversation while still staying true to your core consumers?
H&I: We always strive to stay engaged with our community where they are, and that means embracing new platforms like TikTok. We love being part of those viral moments, but our focus is always on delivering value and staying true to our core consumers and community. It’s about finding that balance between being part of the conversation and staying true to who we are as a brand.
What are you most excited about for this year’s Beautycon?
H&I: We’re really excited to connect with the beauty community. There’s such a special energy when beauty lovers, creators, and brands come together for the love of beauty!
What advice do you have for turning your passion into a career?
H&I: If you’re considering a career in beauty, our advice is to start by immersing yourself in the industry—whether that’s by creating content, working at a beauty brand, or getting hands-on experience in any way you can. It’s important to build genuine relationships, stay curious, and always be willing to learn. Don’t be afraid to put yourself out there! Passion is what drives everything, but persistence is what sustains it over time.
Beauty is a crowded space. How did you create your own lane with Summer Fridays? What’s something emerging brand founders can learn so that they too can differentiate themselves from other brands?
H&I: From the start, we knew we had to stay true to our vision and create products that reflected our own skincare and beauty needs. For us, it was all about gentle and effective formulas with a focus on feeling good. We also wanted to create an aesthetic that was instantly recognizable. For emerging brands, we would say: find your unique voice, understand your community deeply, and stay focused on what makes your brand different.
What does beauty mean to you?
H&I: For us, beauty is all about feeling confident in your own skin — it’s about how you feel.
What are your five desert island beauty products?
H&I: We’d definitely have Summer Fridays’s Jet Lag Mask; it’s our go-to for hydration and a skin pick-me-up. We’d also bring a great SPF because sun protection is non-negotiable. A hydrating lip balm, Megababe deodorant to feel fresh, and Unite 7 Seconds Leave In Conditioner, which is perfect for beachy air dried hair.
What’s the best skincare/beauty advice you’ve ever received?
H&I: The best advice we’ve received is to keep it simple, just a few effective products that work for you. And of course, always wear sunscreen!
