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In creating its debut collection, Erly, which launched on Tuesday with seven SKUs, Jamie Chandlee and Dr. Hallie McDonald, a board-certified dermatologist, were inspired by their 11- and 10-year-old daughters, respectively. In fact, they combined their daughters' names, Emerson and Lyle, to create the brand's name. But, while their pre-teen kids served as a jumping-off point, Chandlee and McDonald consider Gen Z, now aged 13-28, the primary target for the brand.