Latest news with #MariannaHewitt
Vogue
29-07-2025
- Entertainment
- Vogue
Office Hours: How Marianna Hewitt Bridges California Ease With Parisian Polish
'Some days are dedicated to creative work like approving product packaging, reviewing campaign edits, or concepting new launches,' she tells me. 'Others are full of back-to-back calls and Zooms, but I try my best to build in space for quiet focus time, but I'm often moving between things quickly.' Her everyday, it seems, is about embodying the actual feel of a summer Friday, prioritizing well-being before clocking out for the day. How does Marianna find her zen? Every morning starts with three Ms—matcha, movement, and meditation—and a no-fuss skin-care routine. 'I'm always listening to podcasts during my walks or while getting ready and if I hear something interesting, whether it's a new habit, or wellness ritual, I'll try to incorporate it into my routine and see how it makes me feel.' Through it all, Marianna remains undeniably put together. It is her taste—and general approach to life—that's most compelling. Her style, she describes, combines California ease with Parisian polish—relying upon 'pulled-together but comfortable, elevated essentials I can wear from morning to night.' The art to her beauty look continues this laissez-faire approach. 'During the week, I keep it simple and low-maintenance,' maybe air drying her hair to avoid heat damage and embrace her natural waves, with just a hint of makeup. 'I always have on concealer, lip liner, and Lip Butter Balm—those are my everyday staples.' Ahead, she shares with Vogue her go-to beauty and wellness essentials that get her ready for a packed day ahead—from the mini edit she keeps in her bag at all times to the everyday things that keep her refreshed and prepared no matter where she is. Photo: Courtesy of Marianna Hewitt Little Mood Lifters Hewitt keeps a 'joy list' of the little things that lift her mood and sunlight is at the top. 'Luckily in LA, I can step outside for some fresh air and a reset,' she says. 'If I can pair it with a walk, a meditation, or just moving my body, it always makes a big difference.' She likely doing so in her APL Zipline sneakers and Oura ring.
Forbes
08-07-2025
- Entertainment
- Forbes
Summer Fridays Expands Into Makeup With The New Blush Butter Balm
A model applying the Summer Fridays Blush Butter Balm in Sweet Rose Summer Fridays No matter how well you take care of your skin, it doesn't help if you aren't using the right makeup. That's a lesson Summer Fridays Co-Founder Marianna Hewitt learned a long time ago and it's been a cornerstone of her brand ever since. It's true for their latest launch, the Summer Fridays Blush Butter Balm, which is infused with skincare ingredients for a complexion that feels as good as it looks. 'We always think about everything being skin first and what can it do for you,' Hewitt says. 'Previously, when I didn't have such great skin, I remember going to an aesthetician and she was like, 'what are you using in your skincare routine?' I told her. She's like, 'what about your makeup routine? Anything that goes over your entire complexion, you also want to think about the ingredients.' That lesson has carried over with me a decade later. This formula is non-comedogenic and fragrance-free, but there's also peptides, ceramides and hyaluronic acid, so it gives you that color, but it's also a nice skincare payoff. Even though it's just on your cheeks, it's nice to have something that you feel is helping your skin.' The Summer Fridays Blush Butter Balm collection Summer Fridays Beautifully buildable, the Blush Butter Balm blends like a dream, leaving a sheer flush of dewy color. 'A balm format made a lot of sense for us,' says Summer Fridays Co-Founder Lauren Ireland. 'Our community loves the texture, the feel, the ease. This has become something we've all become obsessed with. It is an extension of our Lip Butter Balm. Even if you're new to blush, it's easy to wear; you can't mess it up. Or if you're an expert, it's also something that you can love. Because it's so buildable, you can find the amount of pigment that you want and the finish is dewy. It's skin-like and gives this lit-from-within look.' Being mistake-proof is a major perk of the formula, which was a priority for the co-founders. 'We wanted to give our community more of that effortless Summer Fridays experience,' Hewitt says. 'It's easy, intuitive and skin-enhancing, and that's how we think of Summer Fridays overall. We've always thought of ourselves as a beauty company, even though we are rooted in skincare—we always think about skincare first. Because Lauren and I didn't have backgrounds as hairstylists or estheticians—we were lifestyle creators—we always talked about cross category products, so it never felt random for us. We already have our Sheer Skin Tint and Lip Butter Balm, and we love these hybrid makeup daily essentials, and so blush felt like the next step.' A model wearing the Summer Fridays Blush Butter Balm in Toasted Teracotta with the Summer Fridays Blush Butter Balm Brush Summer Fridays When deciding on what to launch next, they consider what they're using in their routines and on their complexions that isn't offered by Summer Fridays yet. They also always listen to their customer, who was looking for simple, uncomplicated easy and summery looks. Since a skincare-forward formula is essential, the Summer Fridays Blush Butter Balm contains a trio of butters—shea, mango seed and illipe—that are loaded with essential fatty acids to deliver a hydrating and creamy texture. There's also hyaluronic acid to draw in moisture and plump fine lines, plus ceramides help strengthen the skin's moisture barrier. 'The three different butters are creamy and nourishing, giving you that buttery, slippery texture on the skin,' Hewitt says. 'Just like our Butter Balm and Sheer Skin Tint, everything is really hydrating, skin loving and lightweight on the skin.' The Summer Fridays Blush Butter Balm has been years in the making. 'Blush has been something that we've dreamed of since 2021,' Hewitt says. They had launched a limited-edition blush balm stick a while ago, but it wasn't exactly what they wanted—the stick format didn't allow it to be as creamy as they wished—and they took the time to reformulate until it was just right. The Summer Fridays Blush Butter Balm collection Summer Fridays They're also launching the matching Summer Fridays Blush Butter Balm Brush, a super plush dual-ended cream blush brush specifically designed to make application and blending even easier. 'We are big makeup tool people,' Hewitt says. 'The way that you use your products, the tools that you use it with, really differentiates what the color payoff and the experience is like. You can use the blush so many different ways—with your fingers, a sponge or a brush, but the brush is definitely our preferred way. But if I'm on-the-go, I do like to use my fingers.' One end of the brush is more dense, which allows for precise application wherever you want to place the blush, delivering more pigmented. When you use the fluffier side of the brush, it sheers it out instantly. 'You can customize the way that you want to use it,' Hewitt says. 'I'll even use the brush to blend out my concealer and any bronzer or contour. So, it ended up being a multi-use brush.' It also has an ergonomic handle. Models wearing the Summer Fridays Blush Butter Balm Summer Fridays The blush comes in six flexible shades. They learned what colors people were gravitating towards from their previous limited-edition blush sticks, which were offered in four shades. 'We expanded on what people liked a lot and then we also dug into more of what our community wanted from us,' Hewitt says. 'Something that we do across our product launches is we work with friends of the brand and creators to test and refine the shade range and get product feedback from them. Each of the shades are inspired by summery moments. For Toasted Terracotta, you think about beautiful older buildings in Italy or the south of France. I like to take pictures of sunset at night, so there's Pink Sunset. Soft Strawberry is like strawberries that you might find at the farmer's market. Each of the shades are so easy to wear, and they work across so many skin tones.' The Summer Fridays Blush Butter Balm compact is chic in its simplicity and has a mirror inside for on-the-go application. 'My favorite is the Soft Strawberry,' Ireland says. 'There's something so bright and fresh about it. I love to use my fingers because I'm always on-the-go—either dropping a kid off at school or I'm at a soccer game or I'm at my desk. This is something that we both love to throw in our bag, to have in our car. When we were thinking about the design of it, we wanted it to be something that could be taken with you very easily, but also look cute on your vanity.' Models wearing the Summer Fridays Blush Butter Balm Summer Fridays The blush fits into their brand philosophy perfectly. 'We have the same idea that we always go back to during product development, which is that everything we create should take you someplace, even if you're applying it from your own bathroom,' Ireland says. 'It's this sense of dreamy escapism with our products that we love to create.'
Vogue
08-07-2025
- Entertainment
- Vogue
All Glow, No Shimmer—Summer Fridays Just Launched the Dewiest Blush Ever
Five. That's the number of compliments I received within two hours of testing the new Summer Fridays Blush Butter Balm. I was shooting some content in the beauty closet, and thought it the perfect time to give it a try. On camera, I opened the matte white palette to reveal an emollient raspberry pigment—shade Berry Spritz, to be exact. I gently dipped one side of the brand's new dual-ended brush in the blush, and buffed in the product. I'm still shocked by how pigmented it was—leaving my cheeks bursting with color, undeniably gleaming—comparable to the way the Lip Butter Balm leaves one's pout. Summer Fridays founders Lauren Ireland and Marianna Hewitt tell Vogue this exactly what they envisioned for a Summer Fridays blush: a product that bring its skincare-first mindset and signature buttery feel to a color cosmetic. (It's take two for the brand, after its Blush Balm Sticks were discontinued in 2023.) 'We love an effortless flush with a dewy finish and a blush in balm form just made sense for us and our approach to hybrid makeup,' Hewitt and Ireland tell. 'It was the natural next step in expanding our vision of skin-first beauty with color that looks as good as it feels.' Summer Fridays Blush Butter Balm $26 SUMMER FRIDAYS What I noticed very quickly on my first use, is how truly creamy and silky smooth this blush is—something I think sets it well apart from others on the market. Lately, I've been reaching for options with a bit less glide for whatever reason (be it the return of matte finishes, or the appeal of the new blurred trends) but this has swung me completely back to the dewy side. 'We wanted a real color payoff that melts seamlessly into the skin,' they share. 'Our goal was to find that perfect balance—something that delivers rich, buildable pigment in a buttery, skin-nourishing formula.' Texture, color payoff, and finish (all glow, no shimmer!) were key points during development which I think are showcased well in this formula. There are six shades to choose between—from Soft Strawberry, a traditional pink, to Toasted Terracotta, a warm orange-brown—each offering fresh, bouncy color apt for all skin tones, inspired by 'the kinds of tones you naturally see in the moments around you during the summer months.' Think: an idyllic sunset or oceanic corals. Photo: Courtesy of Summer Fridays Photo: Courtesy of Summer Fridays And naturally, Blush Butter Balm has a composition that's as nourishing as the radiance it yields. A trio of butters (shea, mango seed, and illipe) lead the formula, rounded out with fatty acids for a cushiony slip. Peptides, ceramides, and hyaluronic acid lend additional barrier repair and hydration, treating the cheeks to skin-boosting benefits whenever applied. 'Every ingredient was chosen to work with your skin, not against it, so it wears beautifully throughout the day and helps your skin feel better over time,' the pair share, adding that the formula is also non-comedogenic and fragrance-free, making it suitable for most skin types. 'Creating a formula that wouldn't emphasize texture or settle into fine lines was top of mind during development,' the co-founders say. 'As both of us have gotten older, we've found ourselves moving away from overly matte or powdery products as they can settle into our pores and fine lines rather than enhance the skin'—instead gravitating toward creamy textures that bring life back to the complexion. And that it does! The balm base truly melts into skin, mimicking a natural flush of color. It blends exceptionally well, be it with the fingers or using the complementary makeup brush—with bristles and shapes designed to work with the buttery texture of the balm, not against it. Just remember, Blush Butter Balm offers incredible color payoff, so start with a few dabs of product and build up to your desired finish. (I did not take my own advice on my initial application and was left blending for minutes!). A light application lends a more sheer wash, whereas additional product feels more full-coverage. 'We wanted you to have control of how much or little you wanted and for the formula to be easy enough for anyone to use,' they say. 'We've learned so much about our community over the years, and what they want is clear: products that are both intuitive and effective. Blush Butter Balm is a reflection of that: it adds just the right amount of dew and color in a formula that looks beautiful and feels good on your skin.'
Los Angeles Times
20-05-2025
- Business
- Los Angeles Times
Column: Summer Fridays: The business and economics of bottling a feeling
California on a Friday in July feels different. The sun dips a little lower, the ocean breeze moves the palm trees, and the energy shifts as the weekend approaches. Summer Fridays aren't just a time but instead they evoke a feeling. And that's exactly what the beauty brand Summer Fridays sought to bottle, except instead of golden hour, it's in the form of a $49 face mask. Lip Butter Balms By buying Summer Fridays, you are not just purchasing a product but instead purchasing a way of life and a feeling. Since their founding in 2018, influencers Marianna Hewitt and Lauren Ireland have completely transformed the beauty space. By indulging in their products, you are becoming the kind of person who has the time (and money) to treat yourself. In an economy where people are increasingly spending on self-care and moving towards a culture of consumerism but also actively seeking validation in their purchases, this is a formula for success. The brand dabbles in multiple products including Jet Lag Masks, Retinol Serums and their Lip Butter Balms. Each available in alluring shades and flavors, su ch as Poppy – a subtle rosy pink or Vanilla Beige – a peachy nude. Whether you are looking for an outlandish look or just a nourishing balm, these creams and tubes are a blend of care and glamour. This business despite its chic image is an interesting business case study in strategic economics. It has perfectly curated a market user base and taken advantage of a shift in consumer behavior to maintain consistent and ever-growing revenue. When the Lip Butter Balm first launched, it sold out almost immediately. This was not driven by a lack of supply, but because of demand that had been engineered through influencer marketing and controlled product drops. In beauty, scarcity creates desirability for consumers. It's the same playbook Supreme uses with its limited releases, just repackaged in shiny tubes. Additionally, the brand has a strong hold over consumer psychology through its product pricing strategy. They have a premium price point however it's still reachable for younger consumers which is the principle of affordable luxury. This might come off as a synonym however this price-point provides consumers the mental validation that they are purchasing a quality product and for that they are willing to pay a little more. This elevates the importance of Summer Fridays and aligns perfectly with the shift towards self-care as a lifestyle investment. This is backed by economic trends showing that wellness, including beauty, is a trillion-dollar industry that's rapidly expanding. Summer Fridays also excels in its strategic growth and scalability. The brand has a direct-to-consumer model combined with retail partnerships. The utilization of both is unlikely for modern day brands, for example Rhode utilizes only the direct-to-consumer model. This gives Summer Fridays an advantage through the development of a diverse network for scalability. The brand's presence in Sephora increased opportunities for them through opening doors to high-end markets and a large and diverse consumer base. Sephora is a stamp of approval in the beauty world and Summer Fridays has benefited from them immensely. Moreover, the company tends to do limited-edition product drops, through which they can forecast customer demand, adjust supply and reduce overproduction costs. This strategy builds exclusivity and anticipation which is combined with excitement generated by influences on social media. In essence, by controlling product availability, Summer Fridays inflates desirability, which drives the urgency to purchase products as soon as possible. This is a clever move to boost short-term sales while also creating long-term brand loyalty (always eagerly awaiting the next drop). Furthermore, their consistent reinvestment in influencer marketing and sponsorships keeps them updated on consumer trends, allowing them to scale and maintain brand integrity. When they first launched, Hewitt and Ireland were faces of their campaign, showcasing authenticity. This is a model that is becoming increasingly common in their beauty industry, similar to Hailey Bieber's Rhode or Selena Gomez's Rare Beauty, but Summer Fridays was one of the first to fully capitalize on this strategy. Summer Fridays Pop-Up Ultimately, the most fascinating part of Summer Fridays is the seamless way they integrate into the way we want to feel. Summer Fridays is proof that economics is more than just numbers, that it can even be about evoking emotions. It comes down to how people rationalize spending, how branding shapes perception, and how a simple phrase can transform into a multimillion-dollar business. Because in an ideal world, every day would be a Summer Friday. And if you can't have that, at least you can have the next best thing: a $24 lip balm that makes it feel like you do. Related
