Monday Haircare founder introduces new brand Daise

The co-founder of one of TikTok's most followed haircare labels, Monday Haircare, is today launching Daise Beauty – a range of brightly packaged, mood-boosting body care products catering to Gen Alpha and Gen Z.

Daise was co-founded by beauty entrepreneur Jaimee Lupton, who is also known for co-founding Monday Haircare. Luptons aim? To democratise beauty by creating premium offerings at accessible prices.

Daise, Lupton’s latest venture, was created "as a world where beauty meets play" and its brightly coloured, daisy-shaped packaging embodies just that.

Jaimee Lupton

Gen Zers and Gen Alphas, the fastest emerging cohort of beauty consumers, are encouraged to experiment with layering mood-boosting scents to find the combo that represents them.

Jaimee Lupton said: "Gen Z's direct and indirect spending power is upward of US $450 billion—predicted to increase by 48% before 2030—and Gen Alpha are now the fastest-emerging cohort of beauty consumers. Teens have an enthusiasm for beauty and fragrance that goes beyond their years—but there are very few brands meeting them where they are with aspirational yet age-appropriate product offerings.

"Daise makes self-care fun, experimental and never intimidating, is a place for experimentation and personalisation, and doesn’t take beauty or self-care too seriously. Daise helps the younger generation look both at themselves and to the future, with positivity and confidence."

The range consists of six products including:

• Fragrance Body Mist (£6)
• All Body Spray & Deodorant (£3)
• Foaming Body Wash (£5)
• Exfoliating Body Scrub (£8)
• Bath Bomb (£5)
• Hydrating Lip Balm (£2.50)

Across deodorants and body mists, the brand boasts six signature scents. 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).

Each product has been dermatologically tested, is Leaping Bunny approved and is formulated with the brand’s Clean Promise. This means they don’t contain products such as heavy metal, lead and aluminium.

As part of Zuru Edge's portfolio of brands, Daise is produced in its "state-of-the-art" manufacturing facility located in Zhongshan, Southern China.

This facility, which opened in April 2023, is compliant with the highest global quality standards and has end-to-end manufacturing capabilities, including both the production of packaging and finished products.

Lupton added: "Our north star is to be a modern-day L'Oréal, creating brands for tomorrow's customers based on what they want now and how they like to shop."

Daise launches online and in-store with Tesco today. More retailers are set to be announced.