It's not just people who can become Insta-famous, beauty products can, too.
The latest cult beauty product has been created by influencers Marianna Hewitt and Lauren Gores Ireland. With over one million social media followers between them, the duo has created a beauty brand called Summer Fridays.
Haven't heard of it? Well, you've most definitely seen the Instagrammable pastel blue tube of their best-selling Jet Lag Mask all over your social media feeds.
Although still in its infancy, having launched in the US in March 2018, Summer Fridays' one and only product has already sold-out several times over in Sephora and has gained approval from the most powerful influencer of them all, Kim Kardashian West.
"We launched Summer Fridays in March, but we worked on the formula for nearly two years beforehand," Lauren told the Standard.
"We've both tried so many products over the years for our personal blogs, and we felt like there was something missing: clean skincare with good-for-you ingredients and quick results, because we know how busy everyone is. We were able to take what our community had been asking us about skincare for years, and turn it into the perfect product."
What is the Jet Lag Mask?
Contrary to its name, you don't actually have to be sat on a plane to use it, it can be used anytime, anywhere, to ensure your skin looks first class 24/7.
The one-of-a-kind hydrating cream, which many now swear by (ourselves included), helps to instantly renew and radiate even the dullest of complexions, thanks to its combination of "ceramides, vitamins, antioxidants, and anti-inflammatory ingredients that help to combat puffy, inflamed, over-worked skin."
After 10 minutes your skin will have an envious dewy glow à la Kim Kardashian.
Speaking of Kim K...
"We sent Kim Kardashian the mask and she organically showed it which was so kind of her!" Marianna explains.
The famous Kardashian also recently joined Marianna on her Instagram stories to proclaim her love for the product, saying: "You know, I used the Jet Lag Mask before I came here".
How to use the Jet Lag Mask
The mask can be used in a multitude of ways, combining a wash bag full of products into one handy on-the-go tube.
"Jet Lag can be used as a multi-mask from masking, priming skin before makeup and as an overnight mask," says Marianna.
Her favourite way of using the product, she says, is as a primer under makeup, adding: "The creamy formula delivers instant results so you can immediately see that it's working."
Meanwhile, Lauren, a busy mum-of-one, says: "I love to wear it as an overnight mask and I also lather it on my under eyes because #momlife."
"I was pregnant when we formulated the mask, so it had to remain super clean," explains Lauren.
"We made a specific "NO list" and built our formula without certain ingredients (no parabens, no sulfates, no synthetic dyes or fragrances, etc). The mask is also vegan and cruelty-free because animals are for cuddling, not for testing."
"In addition to clean formulas that work, it [the aesthetic] was at the top of our list of priorities," says Mariannah, who alone boasts over 800k Instagram followers.
"We knew as influencers what we like to share and photograph and the more photogenic something is, the more likely we would share it to social. So packaging and design and branding was everything and has helped the success of the brand so far."
We tested out both of the founders' recommended masking methods and they both worked superbly.
The evening mask successfully left our skin hydrated and refreshed overnight, while also managing to calm down blemishes and unwanted red patches. Now, having used the mask continuously since it launched exclusively in the UK on Cult Beauty back in May, we can confidently say that our skin has never been so flawless and unproblematic.
We were slightly more dubious about using it as a primer, having experienced a few too many foundation-separating scenarios in the past. But, our liquid foundation glided effortlessly on top of the mask, giving it extra staying power and a natural glow that was the perfect balance between matte and shine.
The little blue tube goes a surprisingly long way, whilst the £42 cream isn't exactly cheap, we've been using the same tube for three months.