Summer Fridays, the innovative beauty brand co-founded by Lauren Ireland and Marianna Hewitt in 2018, is making significant strides in the lip care sector this year. Following the notable success of their Lip Butter Balm, which garnered massive attention, the duo is set to introduce two exciting new products: the Flushed Lip Stain and the SoftLine Lip Liner. Priced at $22 and $20 respectively, these products will be available from early February on the brand’s website and at Sephora, promising to draw both existing fans and new customers into their expanding lip category.
The SoftLine Lip Liner comes in eight shades, each designed with a unique formula featuring hyaluronic filling spheres that ensure a smooth application. This gentle glide is complemented by a nourishing blend of coconut and jojoba oils, which lends the product a light, moisturizing feel. The lip liner also incorporates a mix of carnauba and candelilla wax to facilitate precise, seamless lining, addressing common complaints about many traditional lip liners that can be harsher on the lips. This thoughtful formulation reflects the brand’s commitment to providing effortless beauty solutions.
The Flushed Lip Stains, on the other hand, debut in six versatile shades and boast a unique formulation that combines aloe vera gel, panthenol, and advanced ink dye technology. Hewitt emphasizes that the inspiration behind these products stems from the joy and nostalgia associated with their popular Lip Butter Balm. The idea was to create a comprehensive lip routine that melds skincare with makeup, offering products that not only enhance beauty but also nourish and enhance the lips. This combination of skincare-first philosophy and innovative product design sets Summer Fridays apart in the crowded beauty market.
Both co-founders experienced pain points in their makeup routines that led them to create these new products. Dewitt articulated her frustration with typical liquid lip colors that offered limited shade ranges and were often not user-friendly for on-the-go application. By developing a marker-style lip stain designed for easy use, the brand aims to make achieving a wash of color simple and enjoyable. The SoftLine Lip Liner fits seamlessly into this vision, pairing beautifully with the stains to create a complete and polished lip look, encapsulating the brand’s ethos of effortless beauty.
With Lip Butter Balm soaring to the top of Sephora’s sales charts, Summer Fridays hopes to replicate this success with their latest offerings. This determination is fueled by their roots in skincare, maintaining a focus on promoting healthy skin alongside makeup products. Recent additions to their skincare lineup, such as the Cloud Dew Gel Cream Moisturizer and Pink Dew Gel Cleanser, reflect their ongoing commitment to providing nourishing products designed to improve skin health, ensuring that skincare remains a central pillar of the brand.
Looking to the future, the co-founders are focused on deepening their penetration in both U.S. and international markets. Currently exclusive to Sephora in the U.S., they are content with their partnership there while also exploring international growth, already launching in Sephora Europe last year. In 2024, Summer Fridays received a strategic investment from TSG Consumer Partners, further positioning them for growth. As they expand their lip care line, Ireland and Hewitt remain committed to balancing their skincare roots with the evolving needs of their customer base, steering the brand towards a promising future.
