“Summer Fridays” This 10-Minute Miracle Mask Was Created for Jet Lag and Tired Skin

Summer Fridays Jet Lag Mask, $48

Called Summer Fridays—an homage to the East Coast tradition of clocking out early to get a jump on weekend travel—the line of masks in eco-friendly metal tubes was destined for social success. Still, Summer Fridays’ recent rollout runs counter to click-worthy trends.

The debut Jet Lag Mask, a creamy complexion booster designed for instant gratification that debuts in the April issue of Vogue, has an impressively considered roster of clean ingredients, including brightening vitamin C, exfoliating chestnut extract, and calming green tea. At a time when influencer-led beauty launches are sweeping the market via viral, limited-run, tap-to-buy campaigns, Hewitt and Gores Ireland’s decision to partner with Sephora (where a suite of new masks will hit shelves over the coming months) signals something else noteworthy: a desire for longevity over mere likes.