Meet the Founders Who Built a $4 Million Skincare Brand for Women Too Busy for Skincare

Jade Beglin and Sabrina Sade, co-founders of 4AM, built a $4 million skincare brand that flips the script on the industry’s obsession with complex routines. Instead of demanding more steps, more products, and more time, 4AM celebrates the busy woman who’s out until 4am—offering science-backed, circadian rhythm skincare that works in just one step. Their breakthrough came not from a traditional pitch, but from a viral TikTok DM from Target, which led to a nationwide launch in 1,745 stores and a $4 million seed round from Kavu. The brand’s secret? Authenticity. Built by two best friends—Jade, a former Wall Street trader, and Sabrina, a medical student and dermatology fellow—the brand reflects their real lives: messy, ambitious, and unapologetically fun. Their hero product, Clean Sheets—individually wrapped facial wipes that combine cleansing and hydration—sold out four times on TikTok Shop and became a top cleanser on the platform. The brand’s success stems from contrarian bets: rejecting wellness retreat aesthetics for clubby events, avoiding Instagrammable moments to foster real connections, and turning a demonized product (makeup wipes) into a hero through clinical science and obsessive formulation. They didn’t raise money too early—learning that bootstrapping forced clarity—and now use retail not just for sales, but as a trust-building tool. Their co-founder dynamic thrives on mutual genius, deep respect, and early conflict resolution.