Best friends and beauty buffs sell a tinted lip balm every MINUTE around the world as Australians ‘obsess’ over the brand
- Summer Fridays is a beauty brand founded by Lauren Ireland & Marianna Hewitt
- The best friends and social media influencers found success with Jet Lag Mask
- Their Sheer Skin Tint and Light Aura Eye Cream have just landed in MECCA
A skincare label sells one of its popular tinted lip balms every minute worldwide after catapulting into the spotlight five years ago.
Mum-of-two and powerhouse businesswoman Lauren Ireland thought she’d be a news anchor – she studied broadcast journalism and political science at university – but as fate would have it she’d pursue a different creative agenda entirely in the form of her own beauty brand.
Summer Fridays, which she co-founded with best friend Marianna Hewitt in 2018, offers simple but highly effective skincare and buildable makeup products that beauty connoisseurs right across Australia can’t get enough of.
Exclusively available at Mecca, the brand has just launched its best-selling $63 Sheer Skin Tint in 10 shades and $63 Light Aura Vitamin C + Peptide Eye Cream, both of which have been highly requested and promise to be on ‘best product’ lists everywhere.
Lauren Ireland (left) and Marianna Hewitt (right) are the founders of beauty brand Summer Fridays
Exclusively available at Mecca, the brand has just launched its best-selling $63 Sheer Skin Tint in 10 shades (top centre product)
The first product they launched with – the Jet Lag Mask – continues to sell every two minutes globally.
It sold out within weeks of launching, inspiring the ladies to use their social media community like a focus group to create more powerful products, like their CC Me Serum, Dream Oasis Hydration Serum and Lip Butter Balm.
Lip Butter Balms are outdoing the Jet Lag Mask with one tube sold every minute.
‘Launching with a single product really helped in the beginning because it allowed people to build trust with the brand and our community could introduce it slowly into their routine,’ Lauren told FEMAIL on her recent trip to Australia.
The iconic blue tube Jet Lag Mask, which comes in two sizes, can be used as a full face mask, undereye cream, hand cream and primer, depending on what your needs are and how much hydration you’re looking to inject in your skin.
The new Sheer Skin Tint is an ‘extension’ of your morning skincare routine, says Lauren, and purposefully has a number of skincare ingredients like squalane, vitamin E, safflower and avocado oils to actually improve your skin while you wear it.
‘Launching with a single product really helped in the beginning because it allowed people to build trust with the brand and our community could introduce it slowly into their routine,’ Lauren (pictured with Marianna) told FEMAIL on her recent trip to Australia
‘When we were creating Skin Tint we wanted something that gave our customers coverage but was also sheer and lightweight with ingredients that work for you,’ she said.
‘And everyone is so excited for our eye cream [Light Aura]. The texture is really beautiful. There is immediate gratification from it with brightening ingredients but there is also long term benefits to help with firmness. You’ll look well rested.’
Despite being a California-based brand Lauren wasn’t taken aback when the Summer Fridays products started taking off Down Under five years ago because the lightweight serums and gels compliment the climate here as well.
‘There is something similar about that beach lifestyle, summer year-round vibe that we have, and the product don’t weigh you down when the weather is so warm,’ she said.
Despite being a California-based brand Lauren wasn’t taken aback when the Summer Fridays products started taking off Down Under five years ago because the lightweight serums and gels compliment the climate here as well
‘And the Jet Lag Mask perfectly suits all of the travelling Australians do.’
For Lauren balancing a household, her two children, social media and Summer Fridays means giving more of herself to each facet of her life at different times.
‘There are points when our personal life and health requires more of us and there are points when the business requires more,’ she said.
‘We do have a really good awareness of that. It’s good that we are partners because we can remind each other when one of those “buckets” might need tending to. There is never going to be a perfect balance.’