Meet the Founders of ERLY, the Austin-Born Skincare Brand Redefining Clean Beauty
A conversation with Jamie Chandlee and Dr. Hallie McDonald on friendship, simplicity and building a skincare line with heart
Born from friendship and built in Austin, ERLY is a new skincare brand that keeps things simple, in the best way. Co-founders Jamie Chandlee and Dr. Hallie McDonald created a streamlined lineup of clean, effective products with a laid-back tone and thoughtful design. TRIBEZA contributor Kelly Krause recently caught up with the co-founders to talk about launching a brand rooted in community, confidence and care.
KK: ERLY is skincare made for young women, but designed to work for everyone. What gap were you seeing in the market, or in your own routines, that led you here?
Jamie Chandlee: We were searching for skincare that truly catered to younger skin — gentle, effective and made with clean, safe ingredients. But everything we found was either too harsh, too complicated or felt like it was made for adults. The few options that did look good were often full of unnecessary additives, masked by luxury branding that didn’t match what was inside.
As moms, we wanted to give our daughters a routine that felt as good as it worked. Something they’d actually want to use and leave out on their bathroom counter. When we couldn’t find it, we created it.
Every product is rooted in science and developed by our dermatologist with younger skin in mind, starting with gentle essentials like our SPF moisturizer with peptides.
All of our formulas are vegan, non-comedogenic and free of harmful additives. They’re infused with proven ingredients like niacinamide and hyaluronic acid. We believe premium ingredients and great skincare shouldn’t be reserved for adults.
KK: How did you decide what products to launch with?
Dr. Hallie McDonald: We began with one gentle yet effective cleanser called Face Foam, one daytime moisturizer with mineral SPF for daily protection and one nourishing night moisturizer with peptides to support skin repair.
To customize care, we created three targeted serums that work a little differently. Each serum is formulated to deliver illuminating, hydrating, anti-inflammatory, or antioxidant benefits. These serums allow users to personalize their routine based on their unique skincare goals, while all of our products are carefully formulated to be safe and effective for all ages and skin types. They can be used all together as a system or mixed with your other favorite products. ERLY is designed to play well with others!
KK: How did the two of you meet, and what made you decide to build a skincare brand together?
Jamie Chandlee: We actually met when our daughters were in the same three-year-old preschool class — they became best friends, and still are to this day. We also became fast friends, and eight years later, here we are!
Hallie is a board-certified dermatologist, and I come from the tech world, having worked at Facebook before co-founding Rank & Style, where marketing played a big role in my career. We always joked about doing something together, but when we started talking about the lack of simple, safe skincare for our girls, it suddenly felt like the right time.
KK: What’s been the most surprising moment on the ERLY journey so far? Any behind-the-scenes stories or full-circle moments that stand out?
Jamie Chandlee: One of the most surprising moments was our soft launch. We didn’t even have a product in hand yet — just a password-protected site meant for close friends and family who we wanted to gift ahead of the holidays. But within hours, orders were pouring in from out of state and people we’d never met. It spread so quickly and completely caught us off guard in the best way.
That moment made everything feel real. We knew there was a need for ERLY, but seeing the excitement build before we had officially launched was wild. It reminded us that the best kind of momentum is often word of mouth — and that our community was already showing up for us in a big way.
KK: How does Austin show up in the ERLY brand?
Jamie Chandlee: Austin is in our DNA. This city is creative, smart and grounded, and we wanted ERLY to feel the same way. There’s an easygoing confidence here that shows up in everything we do, from our clean formulations to our laid-back brand tone.
There is also a wealth of founders and mentors in Austin who have paved the way before us. It’s truly incredible to be part of a community that is so generous with its support and knowledge. The way this city showed up for us — from early encouragement to sharing ERLY with their networks — has been a huge part of our story.
KK: From your tone of voice to your visuals, ERLY feels like a best friend with great skin. How did you land on the way you market the brand?
Jamie Chandlee: We didn’t want to sound like a brand. We wanted to feel like someone you trust: your sister, your friend, your favorite group chat. That tone carries through our visuals too — clean, modern and unfussy. There’s enough pressure in the beauty world already. We’re here to make skincare feel easy and approachable.
Also, no gatekeeping here. Hallie leads with education and keeps it honest, cutting through the noise around ingredients. She’s truly our secret weapon.
Kelly Krause is the director of corporate philanthropy at Kendra Scott, where she leads national giving strategy, community partnerships and purpose-driven campaigns for one of the country’s most beloved lifestyle brands. A contributing writer for TRIBEZA and trusted connector, Kelly has spent the last 14 years helping brands break through the noise and build real relationships in Austin and beyond. Most days, you’ll find her power-walking Town Lake with a cold brew in one hand and a big idea in the other. Bonus fact: she’s quietly building a USPS stamp collection, one tiny masterpiece at a time.