We are thrilled to share that ERLY has been honored with the Beauty Independent Beacon Award for Best Brand Launch 2025. This recognition is deeply meaningful to us—not just as founders, but as mothers, friends, and advocates for a healthier, more thoughtful approach to skincare.
The Beauty Independent team described what it takes to stand out at launch in such a competitive space:
“A first impression doesn’t just introduce a brand—it sets its trajectory. The most successful launches do more than drop products; they establish a point of view, signal purpose, and ignite curiosity. From the visual identity to the voice, from the initial assortment to the rollout strategy, everything must click into place to create early momentum and lasting impact. These brands nailed that high-stakes moment, landing with clarity, cohesion, and cultural resonance.”
To have ERLY counted among those brands is both humbling and energizing. It validates why we set out on this journey in the first place—and why we believe so strongly in what ERLY stands for.
The Story Behind ERLY
ERLY was born out of friendship and motherhood. Jamie Chandlee and Dr. Hallie McDonald, co-founders of ERLY, are two friends who share not only a love for building something meaningful but also the experience of raising daughters in today’s world.
As we watched our girls grow up, we couldn’t help but notice the pressure they faced from the beauty and skincare industry. The messaging was loud: buy this, fix that, don’t fall behind on the latest trend. The noise was overwhelming, the ideals unattainable, and the products—too often—were filled with harsh ingredients that harmed rather than helped.
For Hallie, who is also a board-certified dermatologist, the concern went beyond what she saw as a mother. In her practice, she began seeing more and more patients coming in with side effects from trendy skincare routines. From irritation and breakouts to lasting damage, the fallout was clear: the industry was failing consumers in the pursuit of the next big thing.
We asked ourselves: What if skincare didn’t have to be this way?
Building a Better Skincare Experience
ERLY was our answer. We developed ERLY with a simple but powerful mission: to create high-quality products that are universally effective and gentle enough for all ages and skin types.
No harsh ingredients. No confusing multi-step routines. No pressure to keep up with a cycle of products that change faster than the seasons. ERLY was built to be generational.
Instead, ERLY focuses on soothing, science-backed ingredients that nurture your skin at every stage of life. From peptides to hyaluronic acid, niacinamide to zinc oxide, each formula is designed to strengthen, protect, and restore—without ever compromising on gentleness.
Our goal is not to feed the frenzy of fleeting trends but to build products that stand the test of time, products that parents feel good about using themselves and sharing with their children.
Why the Beauty Independent Beacon Award Matters
When we launched ERLY, we knew we weren’t just introducing a new skincare brand—we were making a statement.
We wanted our launch to reflect our values: authenticity, transparency, education, and care. From the beginning, every detail—from our science-backed formulations to our inclusive messaging and minimalist aesthetic—was designed to show who we are and what we stand for.
That’s why winning the Beauty Independent Beacon Award for Best Brand Launch feels so impactful. This award recognizes not just the quality of our products, but the clarity of our purpose and the resonance of our story. It affirms that the skincare world was ready for something different: a brand that prioritizes skin health, simplicity, and long-term well-being over trends and quick fixes.
Looking Back—and Ahead
The past year has been a whirlwind. From formulating and testing, to bringing ERLY to shelves and connecting with our growing community, we’ve poured our hearts into every step. Along the way, we’ve been inspired by the stories you’ve shared—of teenagers navigating their first skincare routines, parents searching for gentle solutions, and adults rediscovering the joy of skincare that actually feels good.
This award is as much about you as it is about us. Without your support, encouragement, and belief in our mission, ERLY wouldn’t be here today.
And yet, this is just the beginning. Winning Best Brand Launch is not a finish line—it’s a reminder of the responsibility we carry forward. We are committed to continuing to build with purpose: expanding our product line thoughtfully, staying rooted in science, and ensuring that every decision we make reflects the trust you’ve placed in us.
A Note of Gratitude
To the team at Beauty Independent, thank you for recognizing the heart behind our brand. To our community, thank you for believing in ERLY and helping us create a movement for better, gentler, more meaningful skincare.
ERLY was founded with a vision to cut through the noise of skincare and offer something better: products that nurture, not harm. This award shows us that vision resonates, and it strengthens our resolve to keep moving forward.
Here’s to more milestones, more connection, and more skin that feels cared for—not corrected.
With gratitude,
Jamie & Hallie
Co-Founders, ERLY
