We have some truly exciting news to share: ERLY has officially been named one of the NB100 by NewBeauty!
If you’re not familiar, the NB100 is NewBeauty’s definitive guide to the most innovative and promising beauty brands—brands that aren’t just doing things the same old way, but are pushing boundaries, reimagining categories, and shaping the future of beauty. You can check out the full NB100 list here, and we’re beyond honored to see ERLY listed among such incredible company.
Out of the 100 trailblazers, only 36 brands were recognized in the skincare category—and ERLY was one of them.
The ERLY Story: Two Friends, Two Mothers, One Mission
ERLY was founded in 2025 by two friends and mothers, Jamie Chandlee and Dr. Hallie McDonald, a board-certified dermatologist. The idea was born from both personal experience and professional concern.
As mothers of daughters, Jamie and Dr. McDonald had a front-row seat to the pressures young girls face from the beauty industry. From endless social media tutorials to new “must-have” products launching every week, the noise is overwhelming, the ideals unattainable, and too many harsh ingredients harm rather than help.
As a dermatologist, Dr. McDonald was also seeing the fallout in her clinic. More and more patients were coming in with side effects from trendy skincare products—irritation, damaged barriers, breakouts, and reactions caused by formulations that simply weren’t designed with skin health in mind.
Together, Jamie and Dr. McDonald knew something had to change. As friends and mothers, they felt a responsibility to help create a healthier narrative for the next generation. Their vision for ERLY was simple:
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Quality products that are safe for all ages.
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Universally effective and gentle enough for every skin type.
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No harsh ingredients.
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Just soothing, science-backed formulations that nurture every step of your skincare journey.
In short: a brand built not on pressure, but on support.
Our “Do Less, Do Better” Philosophy
From its earliest days, ERLY has championed a mindset that feels almost rebellious in today’s beauty landscape: doing less can actually do more.
That means:
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No overwhelming routines.
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No confusing ingredient lists.
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No pressure to strip, scrub, or burn your skin into submission.
Instead, ERLY focuses on dermatologist-loved ingredients—like niacinamide, peptides, hyaluronic acid, and zinc oxide—that support healthy skin without overcomplicating things.
While ERLY was inspired by young people, taking their first steps into skincare, the philosophy has resonated far more broadly. Parents, older siblings, and even grandparents have discovered that simple, safe, effective skincare is refreshing at any age. ERLY is truly a generational skincare line, safe for all ages and skin types.
What the NB100 Recognition Means to Us
Being named one of the NB100 isn’t just a shiny badge of honor—it’s a meaningful validation of the “why” behind everything we do.
NewBeauty describes the NB100 as “a carefully curated list of 100 companies representing the vanguard of beauty innovation, showcasing groundbreaking products, revolutionary formulations and visionary approaches that are set to define the future of beauty.”
For us, that’s the greatest compliment. We didn’t start ERLY to add more noise to an already overwhelming conversation. We started it to change the conversation. To simplify it. To make skincare safe and joyful, instead of stressful and confusing.
To have an authority like NewBeauty recognize that vision means the world.
Gratitude at the Heart of ERLY
This recognition is not just about the products we make—it’s about the community that makes them matter. To our earliest supporters who trusted us with your skin—you’ve been part of ERLY’s foundation. And of course, to NewBeauty, for recognizing ERLY’s place in the future of skincare: we are honored and deeply grateful.
Looking Ahead
Being named one of the NB100 is a milestone, but it’s also just the beginning. ERLY will continue to stand for what we believe in:
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Science-backed, safe formulations.
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Simple, accessible routines.
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A healthier relationship with beauty, starting from the very first skincare steps.
Because being part of the future of beauty means being thoughtful about what we’re teaching today—how people see their skin, how they treat it, and how those habits will support skin health lifelong.
A Final Word
ERLY began with two mothers, two daughters, and one big idea: skincare should nurture, not pressure. In less than a year, that idea has grown into a brand recognized among the top innovators shaping the future of beauty.
We’re proud, we’re grateful, and we’re motivated to keep making skincare better for every generation.
