Summer Fridays, the buzzy, Los Angeles-based brand created by lifestyle influencers Marianna Hewitt and Lauren Gores Ireland in early 2018 that’s known for clean, cruelty-free skin-care masks — is releasing its first new product extension on Sept. 3: “CC Me” serum.

“We reached out to our community and asked them, ‘What are your top skin-care concerns and what products do you want from us?” said Hewitt inside Beverly Hill’s Spring Place. The private membership club is the base for the brand. “Over and over again, hyperpigmentation and dark spots really kept coming to the top of the list. And then, they also really wanted a serum, so we looked at our product pipeline and saw their top skin-care concerns and what we saw next for the brand. It really came from them asking us directly.”

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