Fresh off the heels of its four-year anniversary, Summer Fridays makes its first foray into makeup.
The brand is launching its first skin tint product, Sheer Skin Tint, which comes in 10 shades and aims to give consumers light coverage and a natural finish.
“Summer Fridays is all about these hybrid products,” said Marianna Hewitt, who co-founded the brand with Lauren Gores Ireland. “I think Summer Fridays is really uniquely positioned to cross over into other beauty categories, since Lauren and I started our careers as influencers.”
Infused with tiger grass, glycerin, hyaluronic acid and a host of emollients, including avocado oil and vitamin E, Sheer Skin Tint keeps skin care focused on summer Fridays.
The launch follows that of the brand’s first SPF product in May, and is emblematic of its ongoing goal to expand its reach while remaining consistent in its message and mission.
“We have increased the pace of our product launches, particularly in the last year,” Gores Ireland said. “We’ve been really excited to give our community a full morning and evening routine, while still being aware and conscious of the products we come out with.”
Defining itself as a community-driven brand, Summer Friday’s sought input from its own consumers and social media partners to develop Sheer Skin Tint.
Maintaining high levels of community engagement has long proved fruitful for the brand, which celebrated reaching more than 2 million products sold earlier this year, in determining the look and feel of its products.
This time, the tactic was also beneficial in helping the brand ensure that the color range was inclusive.
“We wanted to make sure everyone felt really good about not only the shades we offered, but also how many shades we offered,” Hewitt said. “Working with the community on this product took a lot of the guesswork out of it. Some of the things that we might have been new to, and entering a new category, helped us feel comfortable.”
Sheer Skin Tint launches August 16 on the brand’s website and at Sephora. While Hewitt and Gores Ireland did not comment on sales, industry sources estimate the vegan, non-comedogenic product could exceed $5 million in first-year retail sales.
Summer Fridays’ latest expansion is one of many on the horizon for the brand, for whom consumer feedback, as well as the founders’ own long-term experience on the receiving end of influencer gifts, guides their approach to product development.
“As a skincare brand, we are very focused on ingredients and that will always remain our focus,” said Gores Ireland, adding that she and Hewitt often discuss branching out into multiple categories, from hair to fragrance.
“We really love to focus on products that we know will be highly repurchased,” said Gores Ireland. “With Skin Tint, it’s something we envision people using every single day, and buying again and again.”