Since launching Summer Fridays in 2018, Marianna Hewitt and Lauren Ireland have forged one of the most sought-after brands on the market. From the debut product of its Jet Lag Mask to the viral lip butter balm and lip oils, the brand is constantly unveiling products to keep it top of mind for shoppers.
On the latest episode of the Beauty of Tomorrow podcast, presented by Listrak, the founders of Summer Fridays sat down with Jenny B. Fine, editor in chief of Beauty Inc. and executive editor of beauty at WWD, to give an inside look into how the brand has leveraged the founders’ social media followings and the evolution of today’s consumer.
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“We’re still so motivated by creating the best products and things that we’re missing in our own routines, products that simplify people’s lives — but we want to bring joy and that feeling of a summer Friday all year long,” said Hewitt. “What really drives us now is that we’re building one of the largest independent skin care brands in the world.”
Hewitt said the brand prioritizes timelessness over trends in its product development process. Pointing to the Jet Lag Mask debuting in 2018 and Lip Butter Balm debuting in 2020, the two women sought to create “modern legacy franchise products.”
Today, the brand is available in Sephora across North America, in Europe and the Middle East with rapid growth. Summer Fridays partnered with Prelude in 2019 and since 2024, private equity firm TSG Consumer Partners has been a majority strategic investment partner.
While Summer Fridays was one of the original influencer brands, Hewitt and Ireland say the brand is community-led but founder-driven, and note they have worked hard to create a distinct image for Summer Fridays separate from their own.
“Summer Fridays had instant recognition when we entered into new markets, which was pivotal for us,” said Ireland. “Simplicity resonates with our global community. We’ve been really intentional about building a brand that can stand on its own with its own voice, its own aesthetic and its own global reach. That was something intentional to Marianna and I from Day One. Our goal for Summer Fridays has always been to live independently of [us] — and as a brand, people love and trust for what it represents, not just because Marianna and I created it.”
To listen to the full conversation, CLICK HERE.