This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
In 2009, Marianna Hewitt and Lauren Ireland were strangers who decided to move to L.A. to pursue their careers at the same time. Hewitt took a role as a news anchor, and Ireland was a TV host. By chance, they also began blogging about their lives at around the same time. After a few years, Hewitt’s “Life With Me” blog and Ireland’s “You & Lu” blog gained solid followings. A mutual friend of the duo introduced them, and they became friends and business partners. In 2018, they created Summer Friday with only one product: the jet lag mask. Prioritizing longevity, Hewitt and Ireland want to create products people will use for years to come.
Who: Marianna Hewitt & Lauren Ireland (Summer Fridays)
Platforms: Hewitt’s Instagram, Ireland’s Instagram
Briefly, what are you known for & how did you grow your following:
Ireland: Beauty & wellness influencer, co-founder of Summer Fridays
Hewitt: Influencer, co-founder of Summer Fridays and podcast host of Life With Marianna
What’s the brand: Skin care
Ad position: web_incontent_pos1
Find it: SummerFridays.com and Sephora
Why did you decide to bring a brand into this crowded marketplace?
Ireland: I was early into my first pregnancy when we had the idea for Summer Fridays, and I had been swapping out most of my beauty routine for better options. Hence, the importance of products with effective, good-for-you ingredients, built around a brand story that resonated with us and our community.
Hewitt: I’ve been creating content and building my community online now for a decade. After years of recommending products that I loved, we thought it was time to create our own brand to bring to life exactly what my community was asking for.
What makes the brand different?
We love creating a storyline around each product — from naming, to packaging to the copy we use, and every photo and video we create around it. Every decision, big and small, is made with intention and thought, while bringing our community along the way. They are the reason for everything we do.
Fun fact: CC Me serum was our first product born out of direct input from our online community.
Ad position: web_incontent_pos2
Best seller: Jet Lag Mask
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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