By Craig Patterson
Toronto-based skin care brand Flawless by Friday is stepping into the retail business this month by participating in 14 pop-ups located in well-known retail properties across Canada. The company was founded by beauty expert Brittny Robins in 2015 who has partnered up with her mentor retail industry icon Bonnie Brooks.
It’s the first time that the brand has expanded into retail at such a scale, according to Ms. Robins, who is also seeking-out ‘brand ambassadors’ for Flawless by Friday pop-ups in Vancouver, Calgary, Toronto, Ottawa, Montreal and Winnipeg. The brand is also carried in about 100 retailers across North America, including several Hudson’s Bay Company nameplates.
The Flawless by Friday brand combines state-of-the-art products with proven natural ingredients and Korean-inspired gel technology. The Korean ‘K-beauty’ trend is taking the world by storm, and Ms. Robins’ company is looking to simplify the idea with its ‘three pillars’: Speed, Simplicity and Self-Confidence.
Ms. Robins, who is 29, developed the company after recognizing a need for high-quality products that also take the guesswork out of when to use products, as well as how to combine ingredients. She says that she’s had a passion for beauty and skincare for years and after gaining experience at L’Oreal, she decided to take a big risk and branch off on her own with the new line. After meeting with Bonnie Brooks to discuss the line, Ms. Robins launched a more aggressive expansion that included ecommerce as well as wholesale. Ms. Brooks, who’s vision has transformed the Hudson’s Bay Company, is a partner at Flawless by Friday.
The company’s products are geared towards making one feel flawless, according to Ms. Robins — the company has more than 30 new products launching in 2018 - as well as featuring its’ fabulous line-up of skincare solutions.
The company launched with skincare, starting with its’ five-day facial system that consists of five different masks, each with a different blend of ingredients. The system is designed to progressively maximize hydration, skin tone and radiance, making the user ‘flawless by Friday’ as per the company’s name.
These include ‘Moisture Monday’ which utilizes hyaluronic acid; ‘Toning Tuesday’ includes ample Vitamin C to make the skin energized, ‘Wrinkle Wednesday’ which uses a base consisting of green tea, ‘Tightening Thursday’ which includes caffeine, and ‘Flawless Friday’ which uses honey as a base to make skin glow while also helping get rid of any acne with its antibacterial properties.
Other product lines include MesmerEYES, an eye system that uses a cooling gel technology augmented with hyaluronic acid, collagen, caffeine and honey. The Forever Flawless Booster Serum is said to alleviate fine lines, breakouts, blackheads, dullness, oiliness and uneven skin texture — the company also has a morning and evening serum kit.
The Flawless by Friday ‘Flawless in 15’ facial masks feature a combination of active ingredients honey and gold — it’s said to decrease puffiness and redness, and is left on for 15 minutes. The Flawless in 15 rescue eye mask system reduces puffiness, tired eyes, under-eye bags and crow’s feet, also utilizing honey and gold. The company also features a ‘Flawless 5 Second Lip Serum’ that hydrates and plumps lips.
Along with online and wholesale channel expansions, Flawless by Friday is exploring brick and mortar by participating in a pop-up concept in 14 retail properties across Canada. “It’s a way to further test the market, build engagement and get direct customer feedback,” says Ms. Robins, who is enthusiastic about the initiative. The Flawless by Friday headquarters are on Hazelton Avenue in Toronto’s upscale Yorkville area, and the office is buzzing in preparation for the new retail spaces, while also filling orders for its other distribution channels.
Flawless by Friday is seeking to hire ‘brand ambassadors’ in Montreal, Toronto, Ottawa, Winnipeg, Calgary and Vancouver. For more information, contact Molly@flawlessbyfriday.com.