Summer Fridays is a clean beauty brand offering easy-to-use, effective skincare products designed to give you a healthy, glowing complexion.
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See all ads on AdLibrary →Summer Fridays is an LA-based skincare brand founded in 2018 by lifestyle influencers Marianna Hewitt and Lauren Gores Ireland. Launched with a single product — the Jet Lag Mask — it became a Sephora bestseller and a blueprint for influencer-to-brand transitions. Also searched as Summer.
Summer Fridays' ads are founder-forward: Marianna Hewitt and Lauren Ireland appear as primary ad talent, maintaining the authentic lifestyle tone that built their original audiences. Browse Summer Fridays ads on AdLibrary. Video outperforms static across their funnel — the founders' on-camera credibility converts skeptical buyers who might distrust polished brand ads.
Instagram Stories and Reels are the brand's primary paid formats, aligning with how the founders built their followings. Facebook retargeting layers skincare interest targeting on top of website visitor pools. Sephora co-op ads extend reach to in-store audiences around product launch windows.
Copy is lifestyle-driven: "your skin's day off," "effortless skin," summer/vacation sensory cues. Ingredient calls — ceramides, peptides — appear in mid-funnel content to satisfy more informed buyers. The brand avoids clinical language in prospecting, prioritizing emotional resonance and aspirational everyday luxury.
Summer Fridays is a case study in audience-first brand building: launch to an existing audience before spending on paid acquisition. Their zero-to-one moment (launching the Jet Lag Mask to combined millions of Instagram followers) showed that owned audiences can replace a traditional launch budget. Paid media scaled what organic built.
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