Summer Fridays grew one mask, then owned Sephora.

1. One product, built to be photographed

   The brand launched on March 8, 2018 with one item: the $48 Jet Lag Mask in a blue metal tube. It sold out in under three weeks. Hewitt told Observer she asked whether the packaging looked good in an iPhone photo (1).

   Copy this: launch one hero, not a line. Shoot the pack on a phone before you print it.

2. One retailer, all in

   The mask launched as a Sephora exclusive (1, 2). By 2024 Summer Fridays jumped five ranks to No. 1 in Sephora skincare with 10.5% of sales (4).

   Copy this: pick the one retailer your buyer already shops and stack launches, sets and spend there.

3. The founders were the media plan

   Hewitt and Ireland had nearly a million combined followers at launch, and Hewitt said her readers acted like a focus group (1). In 2024 Hewitt had 1M+ Instagram followers, Ireland 335,000 and the brand 1M (3).

   Copy this: put the founder on camera weekly and ask the audience what to make next.

4. Turn the hero into a franchise

   The Jet Lag name now covers eye patches, a mist, an eye serum and a hydration serum, all shown under the mask’s buy button (5).

   Copy this: name your second and third products after the hero so every ad for one sells the others.

5. A second hero, sold as flavor drops

   Lip Butter Balm got a new tube in 2021 (7). On Nov 10, 2026, 18 of the brand’s top 25 Meta ads sold it in limited flavors and sets, and none showed the mask (6).

   Copy this: plan limited colors or flavors of your best seller as a drop calendar and give each drop its own ad.

12345

Tap a number to see what it does.

1. 1
   Proof on the photo.A National Eczema Association seal and an Allure award badge sit on the first image.
2. 2
   Reviews under the name.4,139 reviews, linked to the review section.
3. 3
   The button shows the subscribe price.Add to Bag reads $41.65, not $49, before the shopper picks an option.
4. 4
   Subscribe is preselected.“Best Value” box, 15% off, monthly by default, free shipping on subscription orders, pause or cancel anytime. Points (83) sit just above.
5. 5
   The set is one tap away.A $34 Jet Lag Essentials Set of four travel minis, then “Pairs well with” and the full collection.

summerfridays.com/products/jet-lag-mask, mobile · Nov 10, 2026

Our math: $49 × 15% = $7.35 off a mask · 12 monthly orders at $41.65 = $499.80 a year · free US shipping starts at $35, so one $49 mask clears it on its own.

Their ads now

The Ad Library showed about 140 active US ads on the Summer Fridays page on Nov 10, 2026. Of the top 25 by impressions, 18 sold lip products and all 25 linked to summerfridays.com.

Holiday duoLip kitNew flavorSubscribe

The value is in the copy.

Two limited Lip Butter Balm flavors as a set: “Shop the set for $40 ($48 value).” 5 ads use this creative. Our math: $8 off, 16.7%.

Started running Sep 28, 2026 · Library ID 1072949882175286 · See it in the Ad Library

Copy this: once retail carries your hero, spend DTC ads on what only your site has: limited flavors, sets and the subscription.

• Put one hero in every ad until it carries the brand, and shoot it for a phone screen. Creative
• Find your second hero in sales data, then give it limited flavors or colors on a drop calendar. Creative volume calculator
• Preselect subscribe and show the subscribe price in the button. Conversion
• Sell sets with the value in the copy, like “$40 ($48 value)”. Raise AOV
• Put the founder in the feed and run their posts as partnership ads. Partnership ads
• Before a retail exclusive, check margin after the retailer’s cut. Contribution margin calculator