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40 of Tomorrow: Summer Fridays’ Marianna Hewitt and Lauren Gores Ireland

Marianna Hewitt and Lauren Gores Ireland aren’t your typical brand founders — but that may be why they’ve had so much success. The pair of Los Angeles-based influencers have been able to translate their social media followings into sales. Their first product, the Summer Fridays Jet Lag Mask, $48, was picked up by Sephora before the brand had even launched, and within two weeks it was the best-selling skin-care product on sephora.com. Now almost a year in, Hewitt and Gores have another product that’s climbing up Sephora’s bestseller list — Overtime, an exfoliating and brightening mask that has joined Jet Lag in Sephora’s top five masks. Since launch, Hewitt and Gores have built engaged social followings while expanding their indie brand. The Sephora debut was followed by expanding the products into all physical doors, as well as launches at Cult Beauty in the U.K. In December, Summer Fridays is launching in Australia with Mecca. While Hewitt and Gores Ireland’s sizable social followings have certainly played into their success, it’s not just their followers who are shopping Summer Fridays. One day, when Hewitt was giving her hairstylist the mask at the hair salon, a woman started talking to her about how great the product

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