Summer Fridays
A $52 face mist outsold an entire skincare aisle in 18 months.
Two Los Angeles-based beauty influencers with a combined 5 million Instagram followers launched a skincare brand in 2018 with a single product. Year one revenue reportedly hit eight figures. Mariana Hewitt and Lauren Ireland had built separate but overlapping audiences on Instagram. Hewitt threw lifestyle content and Ireland through beauty reviews. Rather than competing, they partnered to launch summer Fridays with a single moisturizing mask called Jetlag priced at $48. Product shipped within two weeks of an announcement post. Solo influencer founded brands carry a single point of failure. If the founder's Instagram engagement falls, so does the brand's customer acquisition. Summer Fridays hedged that risk structurally from day one by pairing two founders with distinct audience profiles.
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