Summer Fridays Email Breakdown

Ever wonder how a skincare brand that started on Instagram ended up as a top-seller at Sephora?

From the cult-favorite Jet Lag Mask to sellout lip balms and skin tints, Summer Fridays has built a brand that feels like a vacation in a tube. With minimalist packaging, influencer-driven launches, and a loyal community behind every product, it’s no surprise the brand has stayed at the top of the skincare conversation. But how strong is their email game?

In this breakdown, we’re looking at Summer Fridays’ email strategy — how often they send, the visual style they use, how they build anticipation for launches, and how their tone turns products into a lifestyle. We’ll also compare their approach to brands like Glow Recipe and Drunk Elephant to see how each one shows up in the inbox.

If you want to see how Summer Fridays keeps email subscribers engaged and converts skincare fans into repeat buyers, this benchmark is worth a look.

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Video Analysis

Campaign Benchmarking Analysis

Email Swipe File