OG influencer brand Summer Fridays has turned five years old. Here, founders Marianna Hewitt and Lauren Ireland talk about what's next.
with its skin care-infused Sheer Skin Tint, which retails for $42 and comes in 10 shades offering lightweight coverage, and in January, Summer Fridays introduced a retinol: Midnight Ritual. Retailing for $62, the serum taps two forms of retinoids and a blend of hyaluronic acid, niacinamide, oatmeal and tiger grass, geared specifically toward those with sensitive skin, as well as first-time retinol users.
“There’s this fear around certain products like retinol because you don’t want it to cause redness, or you feel like your skin isn’t ready for it,” said Ireland, who was between pregnancies during the product’s development, which helped inform the approach that would be “gentle enough, but still efficacious.”The brand’s inclusive approach to formulation appears to be resonating: according to Hewitt, Summer Fridays will soon celebrate 4 million products sold .
On the menu for 2023, Summer Fridays, which is available exclusively at Sephora North America, Mecca Australia and SpaceNK and Cult“We never think trend-focused when it comes to our brand,” said Hewitt, noting that while the brand does often look to its community for direction and feedback, it only executes launches and initiatives which have the potential to sustain momentum in the long term.
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