Pop

Though influencer-founded brands receive a lot of buzz, many remain direct-to-consumer. And, as seen with Addison Rae's Item Beauty exiting Sephora in when, when they do make it to retail, they don't always succeed. Among those finding success at retail are Summer Fridays founded by Marianna Hewitt and Lauren Ireland, Huda Beauty founded by Huda Kattan, and Refy co-founded by Jess Hunt. With her brands, creator Sivan Ayla (511,000 followers on Instagram and over 49,000 on TikTok) hopes to join this list.