Summer Fridays: How Simplicity and Influencer Marketing Set the Brand Apart
- Helene Falkoff
- Jun 5
- 3 min read
Photos Courtesy of @summerfridays & @laurenireland
In today’s overcrowded beauty and skincare space, standing out isn’t easy. Summer Fridays has found a way to do just that, by keeping things simple and leveraging the power of community and influencer-driven marketing. This past weekend, their Sweet Shoppe pop-up in New York City proved exactly why they continue to dominate.
The Backstory
Summer Fridays was launched in 2018 by Lauren Ireland and Marianna Hewitt. They debuted with the now-iconic Jet Lag Mask, which sold out instantly and quickly gained cult status. The secret? A straightforward philosophy and product that met real consumer needs. As the founders explain, the Jet Lag Mask worked because:
“It was versatile.
It was clean.
It was multi-purpose.
It sold out instantly.” Ireland and Hewitt have never tried to overcomplicate it. That clarity and their hands-on passion for their products continues to define the brand. With a product line that’s still relatively tight (about 10 core products), Summer Fridays has carved out a loyal customer base by focusing on clean formulas, aesthetic packaging, and reliable performance. Their success hasn’t gone unnoticed with industry recognition including awards from Allure and Marie Claire, and features in WWD and PopSugar. Their strategy is simple because they continue to create products that look good, feel good, and actually work.
The Sweet Shoppe Pop-Up
Inspired by summer nostalgia, think popsicles, beach cruising, and the smell of SPF, the New York City pop-up turned a product launch into a full-on event to celebrate.The hype around the event grew through classic New York-style advertising with taxis, flyers, and subway ads that made sure no one missed it. Everyone could try bestsellers like the Jet Lag Mask and Lip Butter Balm, pick up samples, and even purchase the newest Guava Balm flavour before its official release.
The turnout was historic in our eyes. Lines wrapped around the block (twice), and the event reached full capacity before the end of the day on both days it was open. Still, the Summer Fridays team kept the crowd energized with handing out free drinks, exclusive goodies, and of course, samples galore.
The Influencer Power
What it really comes down to is understanding how to craft not just a product or a brand, but a lifestyle that never loses its appeal.
Owning a Summer Fridays product feels like joining a club that includes celebrities, content creators, skincare enthusiasts, and friends. Whether it's the lip balm in your tote or the Jet Lag Mask in your carry-on, you're buying into a vibe, and a community that prioritizes wellness, style, and ease. Even the name “Jet Lag Mask” speaks directly to its audience, busy, always-on-the-go consumers looking for a quick beauty fix that fits into their lifestyle. The marketing never feels forced because it isn’t another crazy step in your 30 product skincare routine, it’s one thing that handles all.
The Takeaway
From their minimalist packaging to their sold-out events, Summer Fridays continues to build a brand that feels personal, modern, and refreshingly uncomplicated.
In a market full of noise, Summer Fridays proves that less really can be more. By focusing on clean products, intentional branding, and authentic storytelling through influencers, they’ve built a brand that’s not only aspirational but accessible. Their continued success with viral launches to packed pop-ups shows that when you combine simplicity with strategy, you don’t just sell products, you create a lifestyle. With Ireland and Hewitt’s genuine passion for their products and community Summer Fridays isn’t just keeping up in the beauty world, they are creating a skincare club for all!
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