Key Takeaways

• Erly, a new skincare brand, targets Gen Z with a refined product line emphasizing simplicity and essential skincare.
• Founded by a dermatologist and an online fashion co-founder, the brand launched with seven products, pre-selling $75,000 before its debut.
• Erly promotes the importance of sunscreen and healthy skincare routines, addressing concerns about excessive product usage among young consumers.

Innovative Skincare for a New Generation

Erly, a fresh skincare brand catering to Gen Z, embraces a sophisticated aesthetic without the typical youthful clichés. Founded by dermatologist Hallie McDonald and Jamie Chandlee, co-founder of Rank & Style, Erly debuted on its website with seven carefully formulated vegan and fragrance-free products ranging from $22 to $42. The brand achieved remarkable pre-sales success, generating $75,000 during six weeks of events in Austin leading up to its launch.

The product offerings include three serums (Daily Dew, Daily Soothe, Daily Splash) at $38 each, two moisturizers (Start Erly Moisturizer and Early Night Moisturizer) priced at $42, and two additional items—a Face Foam and a customizable tool called The Mixer, both at $22. These products feature widely acknowledged skincare ingredients like niacinamide, hyaluronic acid, and peptides, specifically designed for sensitive skin across various age groups with benefits such as hydration, anti-inflammation, and sun protection.

Reflecting on the state of skincare, McDonald notes a trend among young consumers using too many products, leading to complications like eczema and dermatitis. She emphasizes that many young individuals are influenced by the latest trends, resulting in ineffective routines that neglect skin health. Erly intends to combat this by educating customers through community engagement and events, focusing on sustainable skincare habits.

The name “Erly” pays homage to McDonald and Chandlee’s daughters, Emerson and Lyle, whose friendship inspired the co-founders’ collaboration. With McDonald also being a mother, the company identifies with the desire of many parents to cultivate healthy skincare habits in their children without relying on social media hype.

The market for youth-targeted skincare is growing, with brands like Btwn, Bubble, and Evereden emerging to meet increasing demand. NielsenIQ data reveals that U.S. households with teens made about 17.1% more skincare-related purchases annually compared to others, highlighting a shift in consumer behavior among younger demographics.

At the heart of Erly’s philosophy is the belief that daily sunscreen is paramount for young users. Its flagship Start Erly Moisturizer offers SPF 40 protection using zinc oxide, and future products will include a tinted sunscreen accessible for all skin tones. McDonald aims to instill a habit of using SPF daily, equating it to basic routines like brushing teeth.

Initially, Erly is focusing on building community ties in Austin through collaboration with parents, influencers, and participation in local events. McDonald asserts that the brand’s approach—emphasizing education on the safe and effective use of skincare products—will resonate with parents and young consumers aiming for a positive and beneficial skincare journey.

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