Once in a while a beauty brand comes along and changes everything; more recent examples include Glossier (obviously), Fenty Beauty and Byredo.
And that’s not to say their predecessors didn’t pave the way (Estee Lauder, Maybelline and La Mer) but once these brands hit the market with their particular approach to packaging and beauty agenda, our beauty cabinets changed forever.
Summer Fridays, the US-based skincare line, is set to be one such game-changer.
Created by influencers Marianna Hewitt and Lauren Gores Ireland, Summer Fridays is the answer in a mask to your skin’s biggest concerns – but more on that later.
“Lauren and I both have a journalism background, so we have a passion for sharing the things that we love. We thought our journey would take us into being news anchors and television hosts, which we both did as careers before becoming influencers. As bloggers, we took our passion for sharing, writing and filming video content and turned it into our own communities,” Hewitt tells Vogue of the beginnings of Summer Fridays and why her chosen career set her up for success when it came to creating the line with Gores Island.
“I shared my love of all things beauty for many years, and Lauren shared her passion for wellness — and we took that obsession a step further and created Summer Fridays,” Hewitt recalls, adding, “What we’ve learned as influencers is that we are our target demographic – so we are making things that we want to use, our friends are looking to buy and our communities online are asking for. We took the years of two-way conversations we had with our followers through social media, and used it as a focus group to create the dream product,” Hewitt continues.
Taking a step back from their own beauty regimen and hearing what their readers wanted led the pair to create their first product, the Jet Lag Mask. With ingredients like chestnut extract (to lightly exfoliate), vitamin C (an antioxidant that brightens and acts as a moisture magnet) and niacinamide (fights uneven skin tone and fine lines) the mask has been lauded as a facial in a bottle and has garnered a host of celebrity fans including Kim Kardashian West, Jessica Alba, Jen Atkin and Hung Vanngo.
It was important to the partners they launch with one product first, so as not to overwhelm their customers and themselves, but also create something that truly catered to what the modern woman demands for her beauty routine: a hardworking, cruelty-free mask that actually works and avoids “parabens, sulfates, synthetic dyes and fragrances, animal byproducts, and other unnecessary ingredients” – imagine!
“From years of sharing products on my blog, YouTube and social media – I knew what my readers were looking for and what they didn’t want in their skincare routines. They want a vegan, cruelty-free product that didn’t have any skin irritants like synthetics dyes or fragrances,” says Hewitt, who highlights her battles with sensitive skin were also a catalyst for perfect the Jet Lag Mask.
“I am very weary of trying any products that might cause irritation or clogged pores. It came from a personal struggle of being afraid to try a new product, so we wanted it to be as clean yet effective as it could be,” Hewitt notes. Similarly, Gores Island didn’t just want a line that ticked all the right boxes but she needed one, and fast. “I was pregnant when we formulated our products, so we had to keep our ingredients list really clean. I wanted our line to be clean enough for me, and clean enough for my growing baby. I had found it increasingly difficult to find products with a safe ingredients list and effective results,” she says. “It felt like I had to choose — and that really pushed Marianna and I to create a product that had both. We spent nearly two years working closely with our lab, to create what we felt was the safest, most effective hydrating mask.”
Designed to be used anytime, anywhere the Jet Lag Mask is the product you reach for after one too many champagnes, to wake up tired skin after a long week or just because you’re in need of some post-beach moisture.
“My skincare goal is to hide my #momlife exhaustion” says Gores Island. “ So I have two favourite ways of using Jet Lag mask: I apply a thick layer just before bed, and allow it to really settle into my skin overnight. I wake up so hydrated! I also love to apply it on my under eyes for 10 minutes in the morning (after leaving it in the refrigerator)! I wipe off any excess before applying my concealer, and it really helps with puffiness and fine lines.”
Coming to Mecca on December 7 – yes, the first day of summer – the Summer Fridays Jet Lag Mask will be joined by its sister, the recently launched Overtime Mask in later January.
Designed as a precursor to the moisture infusion of the Jet Lag Mask, the Overtime Mask works to gently exfoliate dull skin, without any concern for damage, and aims to leave you with a bright and healthy glow. In short, it’s the perfect partner to its older sibling the Jet Lag Mask and we need both.
So other skincare gems can we expect from Summer Fridays?
“We’re excited to continue growing our product range of Summer Fridays. Being so close with our online communities and being a smaller brand, it allows us to really listen to them and create the products they want — so we cannot wait to launch products they’ve been asking us for,” the duo, quite enticingly tell us, without actually letting anything too major slip.
Original article published by @VogueAustralia >