?? Issue No. 43: How Summer Fridays Built a $150M Empire + The Future of D2C Customer Relationships

Summer Fridays is the skincare brand that turned jet lag into a glow. Founded by influencers Marianna Hewitt and Lauren Ireland, the brand has become synonymous with clean, effective, and Instagram-worthy skincare. Known for its cult-favorite Jet Lag Mask, Summer Fridays has grown into a global sensation, selling over 6 million units by the end of 2024. With a mission to make skincare feel like a “summer Friday”—relaxed, joyful, and self-care focused—the brand has redefined what it means to be a modern beauty company.

Are They Funded or Bootstrapped?

Summer Fridays started as a self-funded passion project. Marianna and Lauren pooled their resources to bring their vision to life, cold-calling labs and navigating the beauty industry without prior experience. Their first product, the Jet Lag Mask, launched in 2018, and within weeks, it sold out at Sephora. The brand’s early success caught the attention of investors, and in 2019, they secured funding from Prelude Growth Partners, which has also backed brands like Drybar and Wander Beauty.

In 2024, Summer Fridays announced a Series B funding round, raising $50 million to expand their product line and global footprint. This round was led by a consortium of investors, including sustainability-focused funds, reflecting the brand’s commitment to eco-friendly practices.

Revenue and Business Model

Summer Fridays operates as an omnichannel brand, with a strong presence in both direct-to-consumer (DTC) and retail channels. In 2024, the brand reported $150 million in annual revenue, a significant increase from previous years.

• DTC Sales: Approximately 40% of revenue comes from their website and app, where they offer exclusive products, bundles, and subscription services. Their DTC strategy allows them to maintain higher margins and build direct relationships with customers.
• Retail Partnerships: The remaining 60% of revenue is generated through retail partners like Sephora, Ulta, and international retailers such as Cult Beauty and Mecca. Their partnership with Sephora, in particular, has been a major driver of growth, with the Jet Lag Mask consistently ranking as one of the top-selling skincare products in stores.

Their Origin Story

The idea for Summer Fridays was born out of necessity. Marianna, a frequent traveler, struggled with jet lag and wanted a product that could instantly refresh her skin. Lauren, a new mom, was looking for something to combat exhaustion and give her a radiant glow. Together, they dreamed up a skincare line that was clean, cruelty-free, and vegan, with sustainable packaging.

Their influencer backgrounds gave them a unique edge. They knew how to create products that were not only effective but also photogenic and shareable. The iconic blue tube of the Jet Lag Mask was designed to stand out on Instagram feeds, and it worked—Summer Fridays became one of the first influencer-founded skincare brands to launch at Sephora.

Core Customer Base

Summer Fridays’ core customers are millennials and Gen Zers who prioritize clean beauty and self-care. They’re digitally savvy, socially conscious, and always on the lookout for products that deliver both results and a luxurious experience. The brand’s audience skews female, but its inclusive messaging and minimalist aesthetic have also attracted a growing male following.

What makes these customers loyal? It’s the brand’s ability to make skincare feel like a treat, not a chore. Whether it’s the Jet Lag Mask or their Vitamin C Serum, Summer Fridays products are designed to fit seamlessly into busy lifestyles while delivering visible results.

How Did They Grow So Sustainably?

Summer Fridays’ growth strategy is a masterclass in influencer-led branding. Marianna and Lauren leveraged their personal platforms to build buzz around the brand, creating a community of loyal followers who felt personally invested in their success.

They also focused on a direct-to-consumer (DTC) approach, selling through their website and social media channels before expanding into retail. This allowed them to maintain control over their brand narrative and build a strong connection with their audience.

Their partnership with Sephora was a game-changer. By launching in-store and online, they gained access to a massive customer base while maintaining their indie brand appeal.

In 2024, Summer Fridays expanded into international markets, including Europe and Asia, with a focus on eco-friendly packaging and carbon-neutral shipping. They also launched a subscription service, offering customers exclusive products and early access to new launches.

Key Milestones

• 2016: Marianna and Lauren start developing the Jet Lag Mask.
• 2018: Summer Fridays launches at Sephora and sells out within weeks.
• 2019: Secures funding from Prelude Growth Partners.
• 2020: Expands product line to include serums, lip balms, and body care.
• 2021: Named one of the top 10 skincare brands by EMV (Earned Media Value).
• 2023: Celebrates five years with a collection of 14 products and nearly 4 million units sold.
• 2024: Raises $50 million in Series B funding, expands into international markets, and launches a subscription service.

Their Influencer Marketing Mix

As influencers themselves, Marianna and Lauren understood the power of authentic partnerships. They’ve worked with a mix of macro, micro, and nano influencers, focusing on creators who align with their brand values.

Their strategy is less about chasing big names and more about building genuine relationships. They prioritize creators who are already fans of the brand, often gifting products to those who organically share their love for Summer Fridays.

In 2024, they launched the “Summer Fridays Creator Collective,” a program that supports emerging influencers by providing them with resources, mentorship, and exclusive product launches. This initiative has helped them tap into new audiences and strengthen their community.

Their Marketing X-Factor

Summer Fridays’ marketing X-factor is its ability to blend luxury with accessibility. The brand feels aspirational yet approachable, thanks to its Instagram-friendly packaging, relatable messaging, and focus on self-care.

Their use of video content, especially on TikTok and Instagram Stories, has been a game-changer. They create short, engaging clips that showcase their products in action, making it easy for customers to see the benefits and feel inspired to try them.

In 2024, they introduced augmented reality (AR) filters on Instagram and TikTok, allowing users to virtually try on their products. This innovative approach not only boosted engagement but also drove sales, with a 30% increase in online purchases attributed to the AR feature.

Takeaways for Wellness Brand Operators

1. Leverage Your Story: Marianna and Lauren’s influencer backgrounds gave them a unique perspective and a built-in audience. Think about how your personal story can set your brand apart.
2. Focus on Community: Summer Fridays’ success is rooted in its ability to connect with customers on a personal level. Build a community around your brand, not just a customer base.
3. Prioritize Authenticity: Whether it’s through influencer partnerships or product development, authenticity is key. Customers can tell when a brand is genuine, and they’ll reward you with loyalty.
4. Think Long-Term: Summer Fridays didn’t rush to expand its product line. They started with one hero product and built from there. Take your time to get it right, and don’t be afraid to pivot when needed.
5. Embrace Innovation: The introduction of AR filters in 2024 shows the importance of staying ahead of the curve. Explore new technologies and platforms to engage your audience in fresh and exciting ways.

Summer Fridays is proof that with the right mix of passion, authenticity, and strategy, even a self-funded startup can become a global phenomenon. For wellness brands looking to make their mark, the lesson is clear: focus on what makes you unique, and the rest will follow.

Revenue and Omnichannel Strategy Recap

• 2024 Revenue: $150 million
• DTC Sales: 40% (website, app, subscription service)
• Retail Sales: 60% (Sephora, Ulta, international retailers)
• Omnichannel Approach: Combines the control and margin benefits of DTC with the reach and visibility of retail partnerships.

Summer Fridays’ omnichannel strategy has been a key driver of its success, allowing the brand to meet customers wherever they are—whether that’s online, in-store, or through social media. This approach has not only fueled growth but also strengthened their connection with a global audience.

P.S. Thinking about implementing some of these strategies in your own brand? Let’s talk.

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On the Pod ??

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• Closing Out 2024
• 6 Essential Actions to Win Q1 and Crush 2025 → Kunle Campbell

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Klaviyo’s Bold Move: The Future of D2C Customer Infrastructure?

Last night at Klaviyo’s event in the iconic Gherkin, something clicked for me.

I’ve been in eCommerce for 12 years, seen every “game-changing” tool, and watched trends come and go. But this time, what Klaviyo unveiled wasn’t just another product update—it was a fundamental shift in how D2C brands will build customer relationships.

And it all starts with one key idea: The infrastructure of eCommerce is changing.

Shopify = The Infrastructure. Klaviyo = The Customer Hub.

For years, Shopify has been evolving from an eCommerce platform to infrastructure-as-a-service—powering everything from storefronts to checkout, payments, and fulfillment. Their move upmarket toward enterprise and composable commerce confirms that their focus is on the foundation of commerce.

But the missing piece? The customer relationship.

And that’s exactly where Klaviyo is planting its flag.

Historically, Klaviyo was the gold standard for email and retention marketing. But now? It’s becoming the central Customer Hub, sitting at the core of a brand’s entire customer experience—spanning marketing, service, analytics, and AI-powered personalization.

Take a look at this slide from the event ?? (attaching the image you uploaded here)

This isn’t just about email or SMS anymore.

Klaviyo’s Big Play: Full-Spectrum Customer Engagement

The event’s biggest reveal was Klaviyo’s push beyond marketing into service and data intelligence.

• Web Chat – Real-time conversations, natively within Klaviyo.
• Customer Hub – A unified place for brands to manage customer interactions.
• Unified Inbox – Bringing together all customer conversations across channels.
• Marketing Analytics – Smarter reporting to optimize engagement.
• Service Analytics (Coming Soon) – Because customer service is now a revenue driver.

This means brands will no longer just run campaigns in Klaviyo—they’ll run customer relationships inside Klaviyo.

It’s a huge move because it brings first-party and zero-party data collection into the fold. Brands are no longer relying on external platforms for insights—they’re collecting, processing, and acting on customer data within Klaviyo itself.

And with Klaviyo AI layered on top, we’re inching toward a future of truly 1:1 messaging experiences at scale.

The Takeaway: We’re Not There Yet, But We’re Close

Here’s the reality—eCommerce is shifting from broadcasting messages to intelligent, predictive customer engagement.

? Shopify will own the infrastructure. ? Klaviyo will own the customer relationship. ? AI will make personalization actually personal.

We’re not fully there yet, but the pieces are falling into place. Brands that understand and adapt to this shift will outpace their competitors by miles.

This is the future Klaviyo is building.

What do you think? Are we heading toward true customer-first eCommerce, or are there still gaps to close?

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