Lili Reinhart Launches Personal Day
After battling acne since her early teens, actress Lili Reinhart was inspired to create something she felt was missing in the skincare market: a line specifically crafted for acne-prone skin that considers not only the physical but also the emotional impact of skin health. The result? Personal Day, a new skincare brand that has been three years in the making.
This venture wasn’t a solo effort for the Riverdale actress. Recognising the complexity of acne treatment, Reinhart collaborated with co-founder and CEO Shelagh Wong, a skincare industry expert who has worked with beauty brands such as Elaluz, Smith & Cult, and Korres. Together, they assembled dermatologists, therapists, and aestheticians to formulate products that benefit the community that Reinhart has connected with so openly.
Launching on 28th October, Personal Day will introduce five core products aimed at healing, supporting, and enhancing acne-prone skin: the Full Clarity Cleansing Powder, Even Keel Resurfacing Peel, Everybody Stay Calm Recovery Mask, Doing The Work Salicylic Acid Acne Treatment, and Dive Deep Mevalonic Moisturizer. With prices ranging from $24 to $38, the lineup centres on Reinhart’s commitment to safe, acne-friendly ingredients. As she explained, “I developed acne when I was 12, and despite many attempts at treatment, my acne always came back. I took a closer look at the products I was using daily, and realised how many acne-triggering ingredients were hiding in plain sight.” Reinhart’s team specifically designed these products for compatibility with prescription treatments, including Accutane and Spironolactone, addressing a gap she noticed from her own experience with acne management. Formulas are also vegan, cruelty-free, and non-comedogenic.
Reinhart’s vision for Personal Day extends beyond skincare. The brand actively champions mental health awareness, aiming to foster a community that embraces the emotional side of skincare challenges. “My hope is for Personal Day to offer more than just safe skincare—I want to create a space where you feel supported and understood on your path to clear skin,” says Reinhart. With a board of advisors that includes her esthetician Sarah Ford, dermatologist Dr. Mamina Turegano, and psychologist Dr. Courtney Tracy, the brand’s mission acknowledges the unique relationship between skin and mental health. By connecting skincare with self-acceptance, Personal Day aspires to provide a sense of community and shared experience for its customers.
Backed by Red Sea Ventures, with investments from early stakeholders in brands like Allbirds, Sweetgreen, and Prose, Personal Day launches as a direct-to-consumer brand. The strategic partnership with Wong, combined with support from industry veterans like Dan Reich and Ken Landis, who previously co-founded Tula and Dibs Beauty, positions the brand as a long-term player in both skincare and mental wellness spaces.
Personal Day is available for US customers through personalday.com, with a UK launch yet to be announced.