Lance Avery Morgan
Two Friends Unite For Ways To Reveal Prettier Skin
Photography courtesy of ERLY
If you’ve been wondering what makes the ERLY beauty brand the it name these days that just launched and is on everyone’s lips (and cheeks), the answer lies in its dynamic founders—a duo who believe beauty should be as natural and uncomplicated as the sunrise. Enter Jamie Merendino Chandlee and Dr. Hallie McDonald, a pair of innovators with a shared mission to redefine self-care with products that are as fresh as they are forward-thinking.
“A lot of young people have unrealistic ideas about what their skin should look like, often influenced by social media filters that promote a poreless, flawless appearance,” shares co-founder Dr. Hallie McDonald. “In reality, skin has texture, pores, and imperfections— and that’s completely normal. My goal is to help them embrace their natural skin. ERLY products are created to enhance and celebrate the skin’s unique texture, helping everyone feel confident in their own skin.”
ERLY Co-founder Jamie Merendino Chandlee agrees and shares, “As a mother, I understand how curious and eager kids can be to explore products (most likely discovered on social media platforms) that might not be suitable for their age or skin type. ERLY was designed with this in mind, offering products that are not only safe and gentle but also effective for all ages and stages. ERLY keeps things simple, fun, and approachable while ensuring the formulations are dermatologist-backed and made with clean ingredients. It’s a brand they can feel excited about using, and as a parent, I can feel confident that it’s a healthy choice for their skin.”
The Visionaries
The ERLY journey began over coffee—because, of course, it did. Dr. Hallie McDonald, a skincare guru with a penchant for clean ingredients, and Jamie Merendino Chandlee, a marketing maven who turns everything she touches into gold, realized the beauty world was crying out for a revolution. The problem? Overwhelming 10-step routines, impossible standards, and products that often did more harm than good. Their solution? ERLY: a streamlined, science-backed line that strips beauty back to its essential core—healthy, radiant skin for every age and every day.
The pair bonded over their shared frustration with the industry’s noise: jars promising eternal youth, buzzwords masking questionable ingredients, and routines designed to exhaust rather than invigorate. Both founders brought something unique to the table. Dr. McDonald, a lifelong student of skincare science and ingredients, had spent years formulating products that actually worked without unnecessary fillers. Chandlee, with her keen eye for branding and storytelling, had built lifestyle campaigns that made global waves. Together, they decided to ditch the overcomplication and focus on what really mattered—skincare that respects your time, your skin, and your life.
Where Science Meets Simplicity
“Why complicate what nature already does best?” That question sparked ERLY’s ethos—effective formulas, clean ingredients, and zero-fuss beauty. With McDonald’s background in dermatological science and Chandlee’s flair for storytelling and design, ERLY has grown from a passion project into a cult favorite, earning rave reviews from beauty editors, influencers, and, most importantly, real people who were tired of the skincare merry-go-round.
ERLY’s product development philosophy centers on two words: thoughtfully simple. Ingredients are carefully chosen—nothing added that doesn’t serve a clear purpose. Products are formulated to work seamlessly together, delivering real results without the need for endless steps or second-guessing. Take ERLY’s Face Foam, for instance: a single step to hydrated, glowing skin that feels like you’ve been kissed by morning light. Or, the ERLY Daily Dew Illuminating Serum, a refreshing essential that melts away the day without stripping skin dry. It’s skincare that makes sense—pure, intuitive, and downright joyful.
Their Secret? Real-Life Inspiration
The ERLY founders aren’t just business partners—they’re real people who juggle families, careers, and the occasional skincare struggle of their own. Each product is a love letter to busy people who want to look their best—without a chemistry degree or three hours to spare. Plus, the inspiration behind ERLY is rooted in their lives. “If I could go back and give my pre-teen self-skincare advice, I’d say, ‘Start early with the basics—wash your face every night, wear sunscreen daily, and don’t overcomplicate things.’ Oh, and I’d also beg myself not to overpluck my eyebrows—some beauty choices take years to from which to recover. Building good habits early, with products that are gentle and effective, makes such a difference,” says Jamie Merendino Chandlee.
“Hands down, the most important thing I would advise a preteen or teen is to never skip SPF. I wear mine even when it is raining, or I’m not planning to go outside. Developing healthy skin habits at a young age is crucial. Protecting your skin from harmful ultraviolet rays can help prevent skin cancer. Many of my skin cancer patients express regret that they didn’t start wearing sunscreen at an earlier age.” Dr. Hallie McDonald adds about skincare routines.
The ERLY Effect
So what’s the ERLY effect? It’s confidence in a jar, bottle, or tube. It’s the freedom to embrace your natural beauty and the luxury of simplifying your daily routine. The founders knew that true beauty isn’t about perfection; it’s about feeling good in your own skin—ERLY and often.
The ERLY effect is also about creating a community. Since its product launch, the founders have encouraged customers to share their ERLY stories—real skin, real lives, and real results. Through social media and intimate pop-up events, ERLY has become more than a brand; it’s a movement. One glowing customer calls it her “morning sanity,” while another swears she looks like she’s “slept for 10 hours after using the Night Cream.”
A Bright Future
With their mix of brains, beauty, and boldness, the founders of ERLY have turned simplicity into sophistication, and their success story is just getting started. As they like to say, “The best days begin ERLY.” And thanks to them, so does your glow.
The future for ERLY is anything but ordinary. It’s quite gorgeous. From expanding their product line to new innovations in clean beauty, the founders are committed to staying at the forefront of the industry’s evolution. But no matter how far they go, they’ll stay true to the ERLY philosophy: uncomplicated, effective beauty for real life.
Because when you start ERLY, anything is possible @ItsErly.com.
