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Erly
Headquarters: Austin, TX
E-commerce: itserly.com
Social Media: Instagram / TikTok

What: A “clean” skin-care brand offering effective, simple products for young teens.

Price Range: $22-$42

Founders: Jamie Chandlee and Dr. Hallie McDonald

Origin Story: Erly was born out of a shared mission between two friends and mothers, Jamie Chandlee and Dr. Hallie McDonald, who were deeply concerned about the beauty industry’s growing influence on their young daughters. Through their eyes, they recognized “the need for change, as young girls are flooded with a world of unattainable ideals and overwhelming pressure to chase the latest and greatest skin-care trends.” With that, they saw an opportunity to initiate change. 

With micro-trends evolving overnight and disappearing the next day, the problem was clear: The noise of the industry overshadowed what truly matters, especially for young, healthy skin — “nurturing” formulations with “clean,” effective solutions. And with Dr. McDonald’s experience in dermatology, she consistently witnessed firsthand the damage caused by these trends. 

Together, in 2023, the pair set out to create Erly, to empower individuals to embrace effective skin care without the pressure of perfection. The brand officially launched in 2025, offering skin care that’s “as thoughtful as it is approachable.”

Stockists: DTC

Hero Product: Daily Dew Illuminating Serum ($38)

PR Representation: MP-IMC

How to get in touch: erly@mp-imc.com

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