Monday Haircare founder to 'demystify hair routines' with new brand Being

Monday Haircare founder Jaimee Lupton, otherwise known as the Gen Z beauty whisperer, has today launched a new, affordable haircare brand - Being. This comes just weeks after launching her new line, Daise.

Created to simplify haircare, Being is on a mission to demystify hair routines, creating comprehensive ranges that are tailored to individual hair types. What's better, each product is priced at an affordable £7.99, exclusively at Superdrug.

Being allows people with all hair textures, types and needs to buy from one brand, in one aisle, on one shelf, at an accessible price point, "for less doing and more being".

Their leading formulation specialist has identified natural active ingredients for each need state that drive desired results and effectively resolve specific hair concerns. Whether you are curly and coarse or fine and flat, Being is here to guide you through a custom routine to unlock your best hair yet.

Hair categories include: 

• Bye Bye Frizz
• Big Hair
• Nourish & Shine
• Curl Power
• Max Moisture

Jaimee Lupton told TheIndustry.beauty: "When Being launched in the US, it was the first brand distributed in a mass retailer that allowed absolutely everyone—with varied textures, types, and needs—to buy from one brand, in one aisle, at an accessible price point. Now, we’re bringing that disruptive approach to the UK.

"Through our research, we discovered that 4 out of 5 people don't know their hair type, and of those who do, a little over 80% struggle to find products that work for that type. This increases for those with type 3 curls (84%) and type 4 coils (87%)—hair that is chronically overlooked or 'othered' at mass. being delivers haircare tailored to each hair type through an easy-to-understand, color-coded routine that celebrates all hair equally."

Jaimee Lupton

In January, Lupton also launched Daise Beauty – a range of brightly packaged, mood-boosting body care products catering to Gen Alpha and Gen Z. Lupton's aim? To democratise beauty by creating premium offerings at accessible prices.