Lili Reinhart's Personal Day: The Skincare Brand That's Disrupting the Acne Industry With Trust and Transparency

The Birth of a Brand Born From Frustration

For years, Lili Reinhart—best known for her roles in Riverdale and Hustlers—struggled with persistent acne that started when she was just 12. Despite countless treatments, breakouts kept returning. It wasn't until she sat on her bathroom floor, meticulously Googling every ingredient in her skincare and makeup products through an online checker, that she uncovered a shocking truth: many of her daily staples contained hidden acne triggers.

That lightbulb moment led to the creation of Personal Day, a skincare line launched in October 2024 that is now a serious player in the beauty industry. As detailed in the source document, Screenshot (550).png, Reinhart wanted to build a brand that felt "really trustworthy for people with skin like mine." She refused to just slap her name on something mediocre, knowing that consumers are rightfully skeptical of celebrity beauty lines.

"I can't just say, 'Here it is, buy it from me, let me take your money,'" Reinhart told Forbes. Her mission was clear: create a full routine that acne-prone, sensitive, and reactive skin could rely on from start to finish.

Keeping Her Name Off the Packaging

In a bold move uncommon among celebrity founders, Reinhart's name and face appear nowhere on Personal Day's packaging or social media. She wanted the products to speak for themselves, not ride on her fame. The brand's name itself—Personal Day—embodies the self-care philosophy behind it. As Reinhart explained to Cosmopolitan, "A personal day is a self-care day. It brings together taking care of your skin and taking care of yourself."

This approach has paid off spectacularly. According to the same report in Screenshot (550).png, Personal Day netted $10 million in sales in its first calendar year alone. By September 2025—just 11 months in—the brand had landed in 700 Ulta stores across the country, selling out nearly half its line within the first month. Forbes estimated the brand's worth at $40 million just 14 months after launch.

The Guiding Principle: No Acne Triggers, No Exceptions

Personal Day's core promise is to formulate every single product without ingredients known to trigger breakouts. This isn't just a marketing gimmick—it's a rigorous standard that Reinhart and her team uphold during every stage of product development. The brand offers an ingredient tracker on its website so customers can verify exactly what's in each item. It's a level of transparency that has built a fiercely loyal community.

Reinhart has been open about the emotional toll of acne. She wanted Personal Day to serve as a "big sister" brand that sees the acne experience and doesn't shame or judge. "We're not promising to cure acne," she clarified. "We're promising that we're here for you on your skin journey."

The Hero Products That Made the Brand

When asked about Personal Day's standout items, Reinhart pointed first to Trust Me on This Hypochlorous Acid Spray. This mist helps calm irritation, reduce redness, and accelerate healing. It's the brand's bestseller and the only product in every single Ulta door where Personal Day is sold. The travel size version is a fan favorite for on-the-go use.

The second bestseller in terms of units sold is Unplugged Blackhead-Melting Nose Strips. They've gone viral on TikTok multiple times and have sold out repeatedly at retail. CEO Amanda Domaleczny—who joined the company about three months ago—noted that the brand had to get "more sophisticated" with its supply chain to keep up with demand.

The Unsung Heroes: Emotional Support Lip Balm and More

Reinhart's personal favorite unsung hero is the Emotional Support Lip Balm. Having been on Accutane multiple times (a powerful acne medication notorious for drying out lips), she knows the struggle of finding a hydrating balm that doesn't cause perioral dermatitis. "I've handed it to people and they come back saying, 'This is the best lip balm I've ever tried,'" she shared. The brand recently launched tinted versions in shades like Strawberry Milk, and Ulta has now placed all three variants in every door.

CEO Domaleczny highlighted two additional unsung standouts: the Everybody Stay Calm Recovery Mask (recently relaunched in a new tube) and the Doing the Work Acne Treatment Toner. The mask was among the brand's original launch products and unexpectedly became a top seller. It features mevalonic acid, an ingredient where Personal Day was first to market. The toner, despite its excellent reviews, was initially slated for discontinuation because of high formulation costs. Domaleczny made the call to keep it alive, betting on its grassroots popularity.

Another product that receives constant love is the Even Keel Resurfacing Peel. Reinhart gets DMs from customers saying it's changed their skin. She pushed for this gentle, weekly peel to be part of the initial launch at an accessible sub-$40 price point, wanting to introduce acne sufferers to the benefits of chemical exfoliation without fear.

How the Brand Keeps Growing

Personal Day's success isn't just about great formulas—it's about staying true to its founding mission. Reinhart is deeply involved in every product decision. She personally tests everything on her own face and gives samples to her sister, boyfriend, and closest friends before launch. The brand also ties mental health into its ethos, inspired by Selena Gomez's Rare Beauty. Reinhart believes that feeling safe in your skin is just as important as treating breakouts.

Looking ahead, Personal Day is about to launch Soft Priming Milk, a dewy, hydrating primer that's free of acne triggers. Reinhart noticed that many acne-prone people feel excluded from the glowy-skin trend, so she created a version that anyone can use. The innovation pipeline extends through 2027 and 2028, with CEO Domaleczny focusing on building the team and scaling retail relationships. Despite the rapid growth, the brand remains committed to keeping everything under $40, ensuring it stays accessible to the young audience that resonates with Reinhart's story.

Reinhart herself puts it plainly: "I never have to pay for skincare ever again because I just use Personal Day." But more importantly, she's created a space where millions of people no longer have to feel alone in their skin struggles.

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