Skincare junkies and best friends reveal why they launched the hugely popular “jet lag mask” that’s selling every TWO minutes — and how they run a multi-million dollar brand
- Marianna Hewitt, 35, and Lauren Ireland, 34, are the owners of Summer Fridays
- The classic cult brand launched in 2018 with its famous jet lag mask
- Now make multi-million dollar profits with multiple new products
- The pair balance their influencer work with running the beauty business
Two self-confessed skincare junkies and best friends opened up about why their wildly popular jet lag mask has so many fans around the world and how they run their multi-million dollar brand alongside their role as “influencers”.
Marianna Hewitt, 35, and Lauren Ireland, 34, came up with the idea for Summer Fridays after trying hundreds of beauty products while working as a full-time influencer on Instagram – they started with the iconic jet lag mask in 2018.
It sold out within weeks of launch, inspiring ladies to use their community like a focus group to create more powerful products like their CC Me Serum, Dream Oasis Hydration Serum and Lip Butter Balm.
Marianna Hewitt, 35, and Lauren Ireland, 34, came up with the idea for Summer Fridays after trying hundreds of beauty products while working as a full-time influencer on Instagram – they started with the iconic jet lag mask in 2018
They may be based in Los Angeles but the Summer Fridays brand is hugely popular in Australia as customers rave about the aluminum packaging, pastel colors and the amazing results they get when they devote themselves to skincare.
“We’re both longtime influencers and self-proclaimed product junkies,” the businesswoman told FEMAIL.
“Our communities served as a focus group as we received so much feedback on what they wanted their skincare products to be – from ingredients to efficacy to sustainability and packaging.
“Our goal was to create a skincare line with beneficial ingredients and a brand story that really spoke to us.”
They may be based in Los Angeles but the Summer Fridays brand is hugely popular in Australia as customers rave about the aluminum packaging, pastel colors and the amazing results they get when they devote themselves to skincare
The ultra-hydrating jet lag mask, which can be applied on the fly or at home for just 10 minutes at a time, is undoubtedly their most popular product due to its effective moisturizing properties.
“On average, a jet lag mask is sold every two minutes. We know people love it for many reasons: it’s easy to incorporate into your routine, it doesn’t need to be rinsed off, it’s incredibly versatile, and it really works to hydrate thirsty skin,” they said.
“In addition, the recognizable blue aluminum tube is often shared on Instagram and TikTok.”
Marianna and Lauren have mastered a daily routine that helps them build the company alongside their individual brands.
Marianna and Lauren have mastered a daily routine that helps them build the company alongside their individual brands
The Jet Lag Mask sold out within weeks of launch, inspiring ladies to use their community like a focus group to create more powerful products like their CC Me Serum, Dream Oasis Hydration Serum and Lip Butter Balm
“We like to stack our summer meetings and phone calls on specific days of the week so we can work most efficiently with our team – from product development meetings to financial discussions with our board of directors to marketing plans around our product campaigns. ‘ Marianna said.
“And of course there’s always emails and zooms to keep us updated! We have now built a truly incredible team that allows us to really focus on our strengths within our business.
“The other days we’re working on creating content – both for Summer Fridays and for other brands that we might be working with right now.”