Monday Haircare Founder Jaimee Lupton Launches Daise

Jaimee Lupton, the New Zealand entrepreneur behind Monday Haircare, has unveiled her newest beauty brand, Daise. Daise is a mood-matching fragrance and body care brand targeted at elder Gen Alpha and young Gen Z consumers—the fastest-growing demographic in the beauty space.

Daise creates a world where beauty meets play, inviting the beauty-obsessed to explore mood-matching scents, playful packaging, and customisable product combinations. The brand celebrates creativity and self-expression, offering a full range of bath, body, fragrance, and lip products designed to collect, layer, and mix and match.

Daise launches with six unique scents, designed to be worn solo or blended to create a personalised fragrance profile. These include Lowkey Daise, rose and sandalwood; Sunny Daise, vanilla and coconut; Peachy Daise, berry and mandarin; Hello Daise, raspberry and mint; Happy Daise, grape and amber; and Oh So Daise, pear and patchouli.

Lupton first entered the beauty market in February 2020 with Monday Haircare, a brand committed to making premium-quality hair care accessible to all. Since its debut, Monday has won multiple beauty awards and is stocked in over 50,000 stores across 33 countries. Building on this momentum, Lupton has introduced several future-focused brands, including Osāna Naturals, Being, and Châlon Paris.

Daise offers a fragrance-forward collection comprising six product types, each designed to deliver functionality with a touch of fun. The range includes the Fragrance Body Mist, a versatile spray for both body and hair; the Foaming Body Wash, a luxurious whipped cleanser for the most indulgent of showers; the Exfoliating Body Scrub, ideal for keeping skin soft and radiant; the Bath Bomb, with a surprise Daise Mini Brand in its centre; the Hydrating Lip Balm, perfect for moisturised, kissable lips; and the All Body Spray & Deodorant, which promises long-lasting freshness for up to 24 hours.

All Daise products are dermatologically tested, cruelty-free, formulated with 90% natural ingredients, and free from harsh chemicals, reflecting Daise’s commitment to clean beauty.

Daise is available online at daisebeauty.com and in ULTA Beauty stores across the US. The brand will debut in Target on February 2nd, 2025, with additional retailers to follow. Information regarding a UK launch is yet to be announced.