The skincare brand the Internet is obsessed with
With a combined Instagram following of almost a million, Marianna Hewitt and Lauren Gores Ireland have a good idea of what people want to see. Plus, with a background in TV hosting and beauty blogging, the pair also know a thing or two about beauty products. As a result, it was no surprise that their brand SUMMER FRIDAYS, has fast become an internet favourite. It boasts not only the most aesthetic packaging around, but a loyal following who swear by the results of the brand’s small but effective range of face masks. Off the back of the hugely anticipated Australian launch of the SUMMER FRIDAYS Jet Lag Mask into MECCA stores and online, we chatted to the two founders to learn about the brand, as well as a sneak peek into their personal beauty routines.
How did SUMMER FRIDAYS come about?
“We are always on the go and never have time for indulgent beauty treatment. We wanted to create something that could make you look and feel great in 10 minutes. Our blogging has been the ultimate education - sometimes you’ll get send a product and it just doesn’t deliver on its hype. We wanted to create a mask that really works.”
Why do you think the brand has been so successful? Do you think it has to do with your understanding of social media?
“It’s a combination of all things; a formula that works, authentic relationships with our consumers, having a two-way conversation with them on social media along with creating a brand and marketing strategy that’s appealing to our communities online. Having an understanding of social media certainly helps, but that’s merely the surface of what makes a brand really resonate with a community. Our products are super effective and our formulas really speak for themselves with clean ingredients and fast results.”
What has been the biggest challenge in creating a beauty brand from scratch?
“There is so much more that goes into a brand beyond what most of the world sees! It’s more than creating a product or marketing it on social media. We love that side of the business, but there are also a lot of logistics that go into running a brand and creating it from scratch. All the behind-the-scenes roles are really what help our business function successfully day-to-day and that’s what you might not see on Instagram.”
What are your personal skincare routines? Where does Summer Fridays fit in?
Marianna: "I use the SUMMER FRIDAYS Jet Lag Mask in my morning and evening routines. In the morning I keep it simple with a cleanser, serum and the Jet Lag Mask, followed with a sunscreen. For my evening routine, I’ll use the SUMMER FRIDAYS Overtime Mask as a quick face scrub and wear Jet Lag as an overnight mask to wake up with smooth and glowing skin."
Lauren: "I use our Jet Lag mask morning and night everyday. In the morning, I cleanse, apply our mask as a moisturiser/primer (that I don’t rinse off), SPF and a hydrating spray. In the evening, I cleanse, apply toner to remove additional dirt + makeup, and apply a thick layer of Jet Lag mask as an overnight hydrator."
What are your makeup routines?
Marianna: "If it is a regular office day I wear a tinted moisturiser or lightweight foundation followed with concealer and mascara."
Lauren: "I typically wear a tinted face oil, creamy blush and bronzer, a lip tint and mascara."
What are your ride-or-die makeup products?
Marianna: "Beautyblender, Giorgio Armani Luminous Silk Foundation and NARS Radiant creamy concealer."
What are the ultimate beauty tricks or hacks you’ve picked up over the years?
Marianna: "I can’t live without my beautyblender, it’s the best tool to apply foundation, concealer or any of my cream products. I can’t do my makeup without it."
Lauren: "I always carry a hydrating mist in my bag. It gives my skin a little midday glow! I also love a creamy lip and cheek tint, because it’s the fastest way to give your face some colour after makeup wears off."
What is your number one rule when it comes to beauty?
Marianna: "Always wash your face before going to bed."
Lauren: "Hydrate, hydrate, hydrate! Even if you are oily!"
What is your holy-grail face mask?