""That creator mindset gave us a strong foundation in storytelling," said Ireland. "We felt like there was this bigger story to be told around beauty and self care and infusing this joy into what would normally be a really mundane part of your routine.""
""We've evolved so much over the last eight years, but what really hasn't changed is this core belief in infusing more joy into people's everyday routines. We try to invite them into this world that is Summer Fridays and all of the products we create and the colors we choose.""
""Lauren and Marianna knew what they were good at - marketing, influencer marketing, social, digital and product development...I'm a very big organizer, if you will. So it's really being able to take their vision and to turn it into an executable strategy, and it's worked really well for us," said Natale."
Summer Fridays launched in 2018 by Lauren Ireland and Marianna Hewitt, rooted in their creator backgrounds and storytelling skills. The founders introduced the Jet Lag Mask at Sephora to address travel-related fatigue and new parenthood concerns. The brand centers on an aspirational, cohesive world that brings joy to everyday beauty and self-care routines through product choices and color direction. Strategic executive hires in 2020, including CEO John Heffner and president Kim Natale, supported the next growth phase by providing structure. Leadership responsibilities align with strengths: founders drive marketing and product while Natale focuses on organization and execution.
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