Summer Fridays, the beauty brand founded by influencers Marianna Hewitt and Lauren Ireland in 2018, secured a strategic growth investment from private equity firm TSG Consumer Partners. 

TSG Consumer Partners reportedly takes a majority stake in the company, though specific terms remain undisclosed. 

Hewitt and Ireland retain a significant stake and continue to lead Summer Fridays alongside the existing management team, including Chairman and CEO John Heffner.

The brand began with a single product, the Jet Lag Mask, which has since gained widespread popularity. 

Summer Fridays reports that one Jet Lag Mask is sold every 90 seconds. The product recently earned a spot on the WWD’s 2024 100 Greatest Skin Care Products of All Time list.

Since its launch, Summer Fridays has expanded its product line to include lip, sun, and body care items. 

The brand’s Lip Butter Balm has seen particular success, with recent flavor additions including Iced Coffee, Cherry, Vanilla, and Sweet Mint.

The new investment aims to fuel product development, brand building, and geographic expansion. Summer Fridays recently entered Sephora U.K., and further expansion into Western Europe is planned. 

The brand emphasizes maintaining strong community engagement as it grows globally.

Hewitt and Ireland’s significant social media presence has been crucial to the brand’s growth. 

Hewitt boasts over 1 million Instagram followers, while Ireland has 335,000. The Summer Fridays brand account itself has amassed 1 million followers.

“TSG has an extensive record of growing consumer brands in beauty and can support our expansion with their digital, operational, and consumer insights capabilities,” Hewitt and Ireland said in a joint statement.

Colin Welch, Managing Director and head of TSG’s New York and London offices, described Summer Fridays as a “one-of-a-kind” beauty brand, citing its focus on gently effective, intuitive, and easy-to-use products.

“It is a lifestyle brand that has built unparalleled consumer love through a focus on gently effective, intuitive, and easy-to-use products,” he stated.

Summer Fridays has become the first among a cohort of beauty brands seeking investments in 2024 to close a deal successfully.

TSG’s portfolio includes other notable beauty investments such as Huda Beauty and Hempz. The firm’s past investments encompass brands like E.l.f. Cosmetics, IT Cosmetics, Pureology, Smashbox Cosmetics, and Revolution Beauty.