How a Kiwi founder built a $700m beauty empire from supermarket shelves
Beauty entrepreneur Jaimee Lupton is on track to turn her cosmetic empire into a $1 billion powerhouse this year, with her growing portfolio of affordable beauty brands now valued at an astonishing $700 million. The 33-year-old founder made waves across the industry after turning mass-market retail on its head with MONDAY Haircare, a brand that transformed low-cost supermarket shampoos into highly coveted aesthetic must-haves.
Five years after taking the beauty world by storm, Lupton is setting her sights even higher as her parent business expands across 47 countries and more than 100,000 retail doors globally.
From luxury PR to supermarket shelves
Before building a massive retail footprint, the Auckland-born entrepreneur spent her early twenties working in luxury public relations in Sydney. It was during that time that she noticed a massive disconnect between high-end salon products and everyday supermarket offerings.
“I used to routinely spend hundreds of dollars on so-called 'salon' haircare,” Lupton said. “As a total beauty obsessive, I'd tried every brand under the sun, so I knew exactly what worked and what didn't, and while I knew I wanted to start a beauty brand of my own, I didn't want my products to cost a fortune.”
While skincare was undergoing a massive shift thanks to disruptive budget brands like The Ordinary and Glossier, Lupton noticed haircare had remained surprisingly stagnant. Shoppers were forced to choose between eye-wateringly expensive boutique ranges or uninspired supermarket bottles that failed to meet modern expectations around design, sustainability, and quality ingredients.
“I'd walk supermarket aisles, and everything felt like it was screaming at me. I wanted to create something that whispered,” Lupton said.
The $450 million pink bottle wave
That simple instinct birthed MONDAY Haircare in early 2020, launched with a clear mission to take everything that made premium beauty desirable, high-end formulations, chic storytelling, and attractive packaging, and bring it to mass retail for an affordable price.
The gamble paid off instantly, with the initial launch selling six months' worth of stock in just six weeks. Media outlets quickly dubbed the formula “liquid gold,” while Forbes Australia later called its signature pastel pink bottles “one of the world's most recognisable shampoo and conditioner bottles.”
To date, MONDAY Haircare alone has surpassed $450 million AUD in retail sales, stocking shelves across 250 retailers worldwide and becoming the most-liked mass haircare brand on TikTok.
When reflecting on the whirlwind debut, Lupton recalled how the timing aligned with shifting consumer habits during global lockdowns. “It was a perfect storm. It was Covid, the product was less than $10, and the brand cut through,” she said.
Having had a background in luxury publicity, she orchestrated a massive grassroots push to get the product into the hands of key trendsetters. She sent 10,000 influencer packs across New Zealand and Australia, which she described as invaluable.
Expanding the $700M empire
Following the explosive success of her flagship brand, Lupton quickly proved she wasn't a one-hit wonder. Her sophomore launch, DAISE Beauty, generated $150 million AUD in retail sales within its very first year, quickly expanding into 13 countries and securing space in over 16,000 retail doors.
She then launched being haircare to tackle texture inclusivity in mass retail, creating a single, accessible brand designed to serve all hair types without charging a premium. Just 1.5 years after debuting as the top new shampoo and conditioner line at Walmart, being haircare has scaled across 20 countries and 21,000 retail doors, delivering 131 per cent year-on-year growth.
Her brands have collectively amassed billions of digital impressions, with DAISE rapidly climbing the ranks to become the number two skincare brand on TikTok.
What's next for the beauty mogul?
Lupton has plans to revolutionise the global beauty landscape even further. Her business currently has 22 new brands in development, with 15 expected to roll out by 2029, spanning fragrance, cosmetics, and personal care.
Future releases under her helm include a blind-box toy brand, a new haircare label, a dedicated fragrance line, and a textured body care range inspired by popular Korean skincare trends.
FAQ: Jaimee Lupton's beauty empire
How did Jaimee Lupton start MONDAY Haircare?
Lupton launched MONDAY Haircare in early 2020 after noticing a gap between expensive salon products and uninspired supermarket offerings. The brand aimed to bring premium formulations and design to mass retail at an accessible price point.
What is the value of Lupton's beauty business?
Lupton's parent business is currently valued at $700 million AUD, with projections to reach $1 billion this year. The portfolio spans MONDAY Haircare, DAISE Beauty, and being haircare, operating across 47 countries.
What new brands is Lupton planning to launch?
The company has 22 new brands in development, with 15 expected by 2029. These include a blind-box toy brand, a fragrance line, a new haircare label, and a textured body care range inspired by Korean skincare trends.