Sommer Ray, a well-known fitness influencer and entrepreneur, has successfully expanded her personal brand beyond Instagram into the world of beauty and wellness. With 24.6 million Instagram followers, she has leveraged her social media presence to launch Imaraïs Beauty, an ingestible beauty company. As the co-founder and chief innovation officer, Sommer Ray’s entrepreneurial spirit is paying off, as the brand rapidly grows its presence in stores worldwide, including major markets such as the United States, the United Kingdom, and Dubai.
Imaraïs Beauty recently made a significant retail expansion, launching its products in over 700 locations of The Vitamin Shoppe in the U.S. and 150 doors at Boots in the U.K., along with stores like GMG and Supercare in Dubai. This global distribution marks a major milestone for Sommer’s company, positioning Imaraïs Beauty as a key player in the wellness market.
Partnered with Aaron Hefter, an experienced formulator in the nutrition space, Sommer has ensured that the company’s products are clean, clinically tested, and certified vegan and cruelty-free by Peta. Their shared focus on high-quality ingredients and clinical backing sets Imaraïs Beauty apart in the competitive wellness industry.
The company’s hero product, Glow, is designed for skin hydration and has become a top seller, retailing for $24.99 for a package of 30 ingestibles. Glow has been clinically proven to improve skin hydration by up to 18%, a statistic that highlights the brand’s commitment to delivering results-backed products. Hefter, who operates out of Toronto, emphasized the importance of having clinical approval for their products, especially in a category as relatively new as ingestibles.
Sommer Ray is passionate about product development, constantly exploring new ways to expand the brand’s offerings. This year alone, Imaraïs introduced three new products: Youth, Balance, and Sutra. Of particular note is Sutra, Imaraïs’ first product aimed at women’s sexual wellness, which has piqued consumer interest since its release.
While many influencer-led brands focus primarily on direct-to-consumer sales through social media, Imaraïs Beauty has set its sights on retail distribution as its primary business model. Sommer and her team aim to expand the brand’s presence in physical stores worldwide while also growing their online platform. The products are available through Sommer’s social media channels, but the company is also investing heavily in retail distribution channels such as Amazon and TikTok Shop.
The decision to focus on retail distribution is a strategic move that differentiates Imaraïs Beauty from other influencer brands. By ensuring that their products are available both in stores and online, the company can reach a wider audience and establish a stronger presence in the wellness market.
Though Sommer Ray has achieved immense success as a fitness influencer and entrepreneur, she has also built a strong foundation in the modeling world. Her fitness-driven content has always emphasized body positivity and self-care, making her a natural fit for the beauty and wellness industry. By merging her passion for health and fitness with her entrepreneurial drive, Sommer has successfully created a brand that resonates with her large following.
Despite her transition into business, Sommer’s Instagram account remains a major platform for promoting her personal brand and products. With millions of followers, she continues to use Instagram as a tool to connect with her fans and promote the benefits of her wellness journey.
Sommer’s authenticity and transparency on social media have been key factors in her success. On platforms like Snapchat, she shares unfiltered glimpses into her personal life, helping to build trust with her audience. This organic connection with her followers plays a crucial role in promoting Imaraïs Beauty, as consumers feel a personal connection with Sommer and are more likely to trust the products she endorses.
Looking forward, Sommer Ray and her team are planning a global retail tour to promote Imaraïs Beauty and educate people on the importance of wellness from within. Sommer is passionate about empowering others on their wellness journeys, and the upcoming tour will allow her to connect with a broader audience and share the benefits of her products in person.
Imaraïs Beauty’s focus on “beauty from within” aligns with Sommer’s own belief that inner health reflects outwardly. This philosophy has been a driving force behind the brand, and Sommer’s commitment to promoting wellness continues to inspire her followers and customers alike.
With Imaraïs Beauty’s rapid global expansion and innovative product offerings, Sommer Ray has proven herself to be more than just a social media influencer. She is a successful entrepreneur, using her platform to create a brand that embodies her values of health, wellness, and beauty. As Imaraïs Beauty continues to grow, it’s clear that Sommer’s influence in the wellness industry is only just beginning.
