Jaimee Lupton, founder of Monday Haircare, initially launched the brand in 2020 as a side project. Supported by her partner, Nick Mowbray, with significant experience in consumer brands, Lupton aimed to create a beauty product that could attract a following.
Read More
As of 2026, Monday Haircare has expanded significantly, now sold in 52 countries and producing over 70,000 bottles daily. According to Lupton, the brand is experiencing robust growth at a rate of 300% year-on-year.
Recognizing the brand's success, Lupton is now pivoting to establish a comprehensive portfolio of beauty brands, with plans to launch more than 20 additional brands in the coming years. She anticipates that this expansion will push the revenue of her brands to AUD $1 billion by 2026.
Lupton’s background in communications and her experience at Black Communications, where she worked with luxury brands like Range Rover and Hermès, laid the foundation for her approach to brand-building. She cites Naomi Perry, her mentor at Black Communications, and Mowbray, co-founder of Zuru, as key influences on her journey.
Under Mowbray’s guidance, Lupton developed Monday as a premium yet affordable hair care line. The brand's initial success, including selling six months’ worth of stock shortly after launch, indicated strong market potential.
Currently, Lupton oversees four beauty brands under Zuru's 'Edge' division—Monday Haircare, Daise, being, and True. She refers to the principles behind Monday's growth as the 'Monday effect,' which can be implemented across new brands.
This approach combines direct-to-consumer strategies with readiness for mass retail distribution. Despite aiming for mass market appeal, Lupton's luxury background informs her focus on branding and packaging. She emphasizes the mission to democratize beauty, stating that exclusivity often excludes potential customers.