Jaimee Lupton has emerged as a powerhouse in the beauty industry, deftly crafting brands that resonate deeply with a modern consumer base. At the recent WWD Beauty CEO Summit, she shared her unique approach to building impactful beauty brands like Monday Haircare, Being Haircare, and Daise Beauty. Unlike traditional beauty companies that often focus on exclusivity, Lupton champions a direct-to-consumer strategy while maintaining mass distribution partnerships with retail giants like Walmart and Target. This dual approach allows her brands to thrive in a digital-first environment, blending data-driven tactics with thoughtful manufacturing processes.
Lupton’s venture into the beauty world wasn’t merely business-driven; it was fueled by her personal experiences as a long-time consumer. She recognized a significant gap in the haircare aisle—the absence of accessible yet upscale products. With her husband and business partner, Nick Mowbray, Lupton embarked on a quest to address this shortcoming, ultimately leading to the creation of Monday Haircare. She wanted a product that embodied a modern aesthetic, offering a fresh alternative to established brands that felt more exclusive and less approachable.
The success of Monday Haircare was not by chance; it leveraged a combination of eye-catching design, high-quality formulations, and targeted social media engagement. Recognizing her ability to spot trends, Lupton moved on to identify additional opportunities in the beauty space. This led to the launch of Daise Beauty, a brand tailored specifically for the younger, tween demographic—a group projected to influence $5.5 trillion in spending. Lupton’s vision was to develop age-appropriate yet aspirational fragrance and body care products, bridging the gap between childhood toys and beauty products, which she refers to as the “toyification of beauty.”
Next came Being Haircare, which aimed to provide quality hair care solutions for an inclusive audience. Lupton’s goal was clear: create a brand that caters to various hair types and genders, filling a notable void in the mass market. Formulas were meticulously crafted to suit a wide range of hair types from 1A to 4C, emphasizing the idea that effective hair care should be universal. This commitment to inclusivity has positioned Being Haircare as a forward-thinking option in a landscape often dominated by exclusive brands.
Moreover, the emphasis on social media is central to Lupton’s strategy, particularly given the demographics of her target customers. She noted the necessity of staying ahead of cultural trends and feeding the content engine at breakneck speed. Her team produced over 10,000 pieces of content in just one year, showcasing their dedication to producing relevant, engaging material. By tapping into current data and collaborating with platforms like TikTok, Lupton fine-tunes her content strategy to resonate with consumers, continually exploring ways to inspire confidence in their purchasing decisions.
Lupton’s focus on her team’s demographics enhances her brands’ authenticity. Recognizing that legacy players often struggle to connect with younger consumers, she has built teams that reflect the very audiences her products serve. By empowering Gen Z and Millennial talent within her companies, she ensures their voices and perspectives are integral to the brand’s identity, which in turn fosters a sense of community and loyalty among customers. As her brands continue to challenge industry norms, Lupton’s innovative vision is redefining beauty for a new generation, emphasizing inclusivity, accessibility, and engagement.