There are few new brands that can gather fashion editors, athletes, models, and a former Bachelor contestant at a downtown hotspot on a Thursday afternoon. 4AM Skin, is one of them. Founded by Sabrina Sadeghian and Jade Beguelin, the minimalist-driven beauty brand is rewriting the average, multi-process skincare routine.

“There are so many brands that emphasize wellness and spending lots of time on your skincare,” Beguelin, a 24-year-old entrepreneur, explained. “4AM Skin is for unapologetically busy people in a city that never sleeps. We didn’t want a sleepy press breakfast or a fussy dinner party but a gathering that reflected what we’re all about.”

Downstairs at the Canary Club, time seemed to dissolve. Despite it being the late afternoon, the atmosphere was that of an after-hours affair. Of course, the duo donned sleek and sparkly Area ensembles, which effortlessly fit the bill for the fabulous evening. Guests including Vogue’s Chioma Nnadi, emerging designer Aaron Potts, model Mona Matsuoka, and recent Gossip Girl x Christopher John Rogers runway star, Danielle Mareka, lounged on velvet banquettes and sipped on specialty Patron cocktails.

Vogue’s Maddy Fass, looking every bit the street style darling, reunited with fashion photographer Hunter Abrams. Across the room, man-about-town Zach Weiss looked characteristically dapper in a vintage military blazer. Former Bachelor Matt James caught up with the co-founder of Amp, William Hayden.

A student at Georgetown University’s School of Medicine, Sadeghian built the company on the idea that whether you’re getting up or going to bed at 4:00 am, an uncomplicated skincare system with all the benefits of a lengthy process should exist. Enter 4AM Skin, a two-part skincare solution that simultaneously frees up time spent in the bathroom and simplifies self-care without cutting corners.

The Rise serum boasts vitamin C, coffee seed extract, and ergothioneine that work to shield your skin from the negative effects of drinking alcohol while the Rest serum offers niacinamide and vitamin B to wake up glowing with or without 8-hours of sleep.

“We are ‘skinminimalists’,” Sadeghian smiled. “Skincare shouldn’t be defined by the number of products you use on a daily basis but rather using the right products that fit into your routine.”

With its sexy packaging and edgy branding, 4AM Skin captures the aesthetics of New York City nightlife. As much of club culture was created by queer communities, the co-founders will donate 5% of all sales to The Center, New York’s lesbian, gay, and transgender community center.

To keep the festivities alive until 4:00 am, the duo sent guests home with a personalized bottle of Patron tequila and an exclusive set of their serums, which will officially go live on tomorrow.

Sabrina Sadeghian, Vogue's Chioma Nnadi, and Jade Beguelin

Lila Joy Baumgardner and Mona Matsuoka

William Hayden, Matt James, and Jade Beguelin

Aaron Potts

Vogue's Lilah Ramzi

Madeline Fass, Elisee Browchuk, Hunter Abrams, and Maddi Kligerman

Jade Beguelin and Danielle Mareka

Zach Weiss

Ali Weiss, Ian Malone, and Jasmine Contomichalos