Erly is a new skincare brand that launched in January 2025. I was instantly intrigued by the bold, bright (Hermes-esque?) packaging, and the pricing: everything is under $50. The brand’s main target is Gen Z, but they’re appealing to a younger market as well (teen and tween “Sephora Kids” who are infatuated by Drunk Elephant).
The brand was founded by two best friends, Jamie Chandlee and Dr. Hallie McDonald, a board-certified dermatologist. They found themselves concerned about the influence of the beauty industry on their young daughters. (I get this: why do 10-year-olds suddenly have “anti-aging” skincare routines!?) There’s pressure to buy into trends, unattainable beauty standards, and way too many harsh ingredients. As a dermatologist, McDonald had seen too many patients come into her office after having experienced harmful side effects. They then face perioral dermatitis and in more serious cases, eczema.
Chandlee and McDonald decided to create Erly: a clean, quality product that is gentle but effective. The brand is named for their daughters Em(ER)son and (LY)le. It’s also a nod to starting to take care of your skin early—just the basics, like SPF and washing your face. Dermatologist-developed skincare that is clean, vegan, cruelty-free, simple to use, and won’t break you out. The products are also free of fragrances, parabens, essential oils, and pore-clogging ingredients. They’re geared toward tweens and teens, but are safe and suitable for all ages, and can be used during pregnancy and nursing.
ErlY Skincare review
I tried three things from Erly: the Daily Dew, the Night Moisturizer with Peptides, and the Mixer Brush. My net takeaway from the brand is that I’m a little obsessed with the packaging, but I’m not really the target. If I had a teenage girl in my life, I’d buy her the whole line. But for me, a 43-year-old with dry skin, I need something a little more substantial.
Erly Daily Dew
The Daily Dew is far and away my favorite Erly product. This is a brightening serum, and it has the prettiest pearlescent finish. I like this a lot, but would have loved it as a teenager. Phloretin helps improve hyperpigmentation, sun damage, and uneven skin tone. Niacinamide (Vitamin B3) helps strengthen the skin barrier and reduce redness, breakouts, and enlarged pores.
I’d describe this as a glow-up in a bottle — it gives you a subtle, ethereal glow without makeup. Under foundation, you just look a bit more “lit from within” radiant.
Night Moisturizer with Peptides
This moisturizer is lovely, but it wasn’t rich enough for my dry, 43-year-old skin. I wanted to try the product, but I’m not a teen. I like the packaging and think it could be perfect for someone with combination or oily skin, like a teenager. I like the ingredients (Vitamin E, hyaluronic acid, and biotin), but I require something richer. I gave this to Carly (my Gen-Z teammate) and am awaiting her thoughts!
Mixer Brush
I have to be honest, I don’t buy into the idea of mixing your serum and moisturizer. I will always apply my serum, let it dry, and then use my moisturizer. Mixing them sounds fun, but it also doesn’t seem like a great idea. I love this brush, but not for mixing my products. It’s a perfect brush for makeup, though — I use it for blending in blush and cream bronzer. This is probably not what the brand wants to hear (and I think the whole “mixing” process could be fun for teens), but it is an excellent brush for makeup!
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