ERLY
- Company typePrivate
- Founded2024
- HeadquartersAustin, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
ERLY firmographics
Firmographics- Name
- ERLY
- Legal name
- Halliday Emerson LLC
- Website
- https://itserly.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
ERLY industry classification
Industry- Product category
- Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industries
- Natural/Organic & Clean Skincare (CRABAAAH), Skincare Sets, Kits & Travel Sizes (CRABAAAL)
Keywords
Where ERLY is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Markets served
ERLY business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: ERLY generates revenue through direct-to-consumer online sales via its e-commerce website itserly.com. Products are sold individually at set price points, with subscription options offering 10% savings for recurring orders.
- Product Bundles and Kits: The company sells curated skincare kits and bundles at premium price points, including The ERLY Method complete set ($240), The Sleepover Kit ($99), ERLY Pore Reset kit, and various smaller bundles.
- Wholesale: ERLY offers wholesale inquiries through [email protected], indicating B2B distribution partnerships for retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - Cleansers and Serums |
| Unit Pricing | Pay-as-you-go | Moisturizers with SPF and Night Creams |
| Unit Pricing | Pay-as-you-go | Tools and Accessories |
| Unit Pricing | Pay-as-you-go | Skincare Kits and Bundles |
| Subscription | Monthly | Subscription Option |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels10 records
ERLY product offering
Product offeringCore offering
ERLY manufactures and sells a dermatologist-developed line of fragrance-free, hypoallergenic skincare products including serums, facial cleansers, moisturizers with mineral SPF, and night creams. The brand sells individual products, curated kits/bundles, and travel-size minis through its own e-commerce site, Sephora, and select wholesale partners, targeting consumers seeking simplified, barrier-supportive skincare routines.
Product overview
ERLY is a dermatologist-founded skincare brand offering a unified portfolio of fragrance-free, hypoallergenic products designed to simplify routines rather than complicate them. The core product line includes three serums (Daily Dew Illuminating, Daily Soothe Calming, Daily Splash Hydrating), two moisturizers (ERLY Start with SPF 40, Night Moisturizer with Peptides), and Face Foam Gentle Cleanser, supplemented by The Mixer Applicator Brush for product application. Products are available individually, as targeted bundles (Foundations, Overnight, Pore Reset), or as the comprehensive ERLY Method kit. Travel-size minis are offered for the cleanser, moisturizers, and serum trio. The brand philosophy centers on barrier-supporting, gentle formulations suitable for all skin types and ages, with ingredients like niacinamide, hyaluronic acid, peptides, and zinc oxide (for SPF).
Differentiator
Problem solved
Functional benefit
Products and services
- ERLY Start Moisturizer with SPF 40 A daily multitasking moisturizer with SPF 40 that hydrates and protects skin using zinc oxide 17% mineral UV filter, peptides, and barrier-supporting ingredients to improve firmness. For all skin types including sensitive.
- ERLY Night Moisturizer with Peptides A rich night moisturizer formulated with Vitamin E, hyaluronic acid, biotin, and a multi-peptide complex to hydrate, nourish, and improve the appearance of fine lines while supporting the skin barrier overnight.
- Face Foam Gentle Facial Cleanser A lightweight foamy cleanser that removes dirt, oil, and makeup without drying or stripping the skin, leaving it clean, calm, and balanced. For all skin types including sensitive.
- Mini Face Foam Gentle Facial Cleanser Travel-size 15mL version of the Face Foam Gentle Facial Cleanser for travel, gym, or quick refresh.
- Daily Dew Illuminating Serum An illuminating serum that adds a radiant pearly finish while visibly brightening dull-looking skin using niacinamide and phloretin antioxidants. Winner of InStyle's Best Illuminating Serum and Shape's Best Highlighter awards for 2026.
- Daily Soothe Calming Serum A lightweight pore-refining serum that minimizes the look of pores, reduces blemishes and redness, and supports the skin barrier using niacinamide and hyaluronic acid.
- Daily Splash Hydrating Serum A hydrating serum with three forms of hyaluronic acid to replenish moisture, plump skin, and smooth the appearance of fine lines.
- The Mixer Applicator Brush A skincare applicator tool that helps layer and customize routines by combining serum formulas for targeted application without mess.
- ERLY Foundations (Tackle the Day Kit) A morning routine kit bundling Face Foam, The Mixer Brush, and ERLY Start Moisturizer with SPF for daily skincare prep.
- ERLY Overnight (The Sleepover Kit) An overnight skincare kit with Face Foam, Daily Splash Hydrating Serum, and ERLY Night Moisturizer for a complete cleanse-hydrate-glow evening routine.
- ERLY Pore Reset (The Calm Collection) A pore reset kit for stressed skin bundling Daily Soothe, ERLY Night Moisturizer, and The Mixer to improve appearance of pores, reduce breakouts and redness.
- The ERLY Method The complete ERLY skincare set bundling all six full-sized products (ERLY Start SPF, three serums, Night Moisturizer, Face Foam) plus The Mixer Brush for full morning-to-night routines.
- The Serum Trio A bundle of all three ERLY serums — Daily Dew, Daily Splash, and Daily Soothe — for brightening, hydrating, and calming skin.
- Mini Serum Trio Discovery Set A travel-friendly set of mini versions of Daily Dew, Daily Splash, and Daily Soothe serums for on-the-go brightening, hydrating, and calming.
- Mini ERLY Start Moisturizer with SPF 40 A travel-size version of the daily SPF 40 moisturizer with peptides and zinc oxide mineral UV filter.
- Mini ERLY Night Moisturizer with Peptides A travel-size version of the peptide night moisturizer for overnight barrier support and fine line improvement.
- ERLY Embroidered Bag An ERLY-branded embroidered skincare bag for carrying and storing skincare products.
- Skincare Gift Card ERLY gift cards available in $25 denominations for gifting the brand's skincare products.
- Subscription (Subscribe & Save) A recurring-order subscription option covering all ERLY products at 10% savings versus one-time purchase pricing.
Companies that use ERLY
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
ERLY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ERLY partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- SephoracoreERLY products are distributed through Sephora retail locations and sephora.com, providing access to a broad consumer base through one of the largest beauty retailers. The brand is marketed to the 'Sephora generation' of young consumers.
- ShopifycoreERLY's e-commerce platform is built on Shopify, utilizing their commerce platform for online sales, payment processing, and order management.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
ERLY competitors and assessment
Company assessmentDirect peers
- Cocokind: Clean, ingredient-led skincare brand emphasizing barrier health and gentle formulations for sensitive skin; competes with ERLY in Sephora and DTC channels with a similar age-inclusive brand voice.
- Bubble: Skincare brand explicitly built for tweens and teens with gentle, dermatologist-friendly formulations, sold at Sephora; competes most directly with ERLY's mother-daughter and tween-targeted customer segment.
- Drunk Elephant: Shiseido-owned clean, ingredient-led skincare brand sold at Sephora with a barrier-supporting, fragrance-free philosophy and premium serum/SPF positioning closely aligned to ERLY's.
- Glow Recipe: K-beauty-inspired, fruit- and barrier-focused skincare brand with strong Sephora presence and a younger-skewing consumer base, providing adjacent competition for ingredient-driven serums and moisturizers.
- The Ordinary: DECIEM-owned, clinically-ingredient-driven skincare brand that pioneered simplified, affordable routines with niacinamide, hyaluronic acid, and peptides — the same actives that anchor ERLY's serum line — and competes head-to-head at Sephora.
- Versed: Direct-to-consumer clean skincare brand with dermatologist-friendly formulations (niacinamide, hyaluronic acid, peptides) targeting younger consumers, overlapping ERLY's tween/teen and 'simplified routine' positioning at a comparable price point.
- Tower 28 Beauty: Sensitive-skin-first, hypoallergenic beauty brand launched at Sephora by a founder targeting the 'clean and calm' demographic, with comparable barrier-supporting, fragrance-free positioning to ERLY.
Broad incumbents
- CeraVe: L'Oréal-owned dermatologist-developed skincare brand built on ceramides and barrier repair; directly competes with ERLY's dermatologist-founded, barrier-boosting positioning across Sephora, drugstores, and Amazon at vastly greater scale.
- La Roche-Posay: L'Oréal-owned dermocosmetics brand sold through Sephora and dermatologists, with sensitive-skin and SPF portfolios that overlap directly with ERLY Start SPF and hypoallergenic cleansers/serums.
Emerging players
- Starface: Gen-Z-targeted skincare brand focused on acne-prone, sensitive skin with playful branding; relevant emerging peer given ERLY's overlap with young, sensitive-skin consumers navigating early skincare routines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ERLY social profiles
Digital presenceERLY compliance and trust
Trust signalCompliance1 record
ERLY financial estimates
Financial estimateRevenue estimate
Valuation estimate
ERLY leadership team
Management profileNumber of profiles
Profiles3 records
ERLY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ERLY M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ERLY
What does ERLY do?
ERLY manufactures and sells a dermatologist-developed line of fragrance-free, hypoallergenic skincare products including serums, facial cleansers, moisturizers with mineral SPF, and night creams. The brand sells individual products, curated kits/bundles, and travel-size minis through its own e-commerce site, Sephora, and select wholesale partners, targeting consumers seeking simplified, barrier-supportive skincare routines.
Is ERLY a public or private company?
ERLY is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ERLY founded?
ERLY was founded in 2024. It employs 1 to 10 people.
Where is ERLY based?
ERLY is headquartered in Austin, United States, in the North America region.
How does ERLY make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are product Bundles and Kits and wholesale.
Who are ERLY's main competitors?
Direct peers on record are Cocokind, Bubble, Drunk Elephant, Glow Recipe, The Ordinary, Versed and Tower 28 Beauty. Broad incumbents are CeraVe and La Roche-Posay. Starface is listed as an emerging player.
Does ERLY have an API?
No public API is recorded for ERLY.
What industry is ERLY in?
ERLY's product category is Skincare. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its NAICS code is 456120 and its SIC code is 2844.