New year, new hair care! Just launched in Canada, New Zealand’s MONDAY offers salon-quality products at an affordable price point. We chatted with brand founder (and beauty enthusiast) Jaimee Lupton about the line, which you can now find at Walmart, Shoppers, Pharma Prix and other retailers across our home and native land, and about why Monday is her favourite day of the week. —Vita Daily
Hi Jaimee! When, why and how was MONDAY Haircare born?
I was spending an extortionate amount of money on hair products each month, and found it increasingly challenging not just in terms of price but also accessibility. I wanted to be able to buy results-driven shampoo and conditioner at my local supermarket. I also noticed a big lack of transparency, and I wanted to know what I was actually paying for! So the idea to start MONDAY was born. We launched in March 2020 in New Zealand and shortly after in Australia—yep, right as the pandemic took hold—which was challenging, but the overwhelmingly positive response absolutely blew us away.
What makes you different/unique?
I wanted a product that everyone was excited to show off and felt good about buying from the supermarket—hence our pink bottles! But more so, it was important to me that MONDAY was created and manufactured cruelty free, without nasties such as SLS and parabens, and that the bottles were made from recyclable plastic. We really tried to rethink every step of the process, from our natural ingredients right down to how we package our bottles. I know that customers, just like myself, care very much about the products they purchase and use on their bodies.
How else are you changing the hair game?
We’re aiming to disrupt a very entrenched market, where consumers have been told for years that only high price equals high quality. I don’t believe that; beauty doesn’t need to be expensive, and it should work no matter the price point. We’re committed to operating in ways that help reduce costs so we can pass these savings onto customers. We do that, in part, by producing at scale, and have partnered with an industry leading manufacturing facility so that we can still use premium quality ingredients and have control over every step of the process. We’re also launching refillable pouches here in Australia and NZ soon, which we hope to bring to the U.S. shortly also. We really think about how we can make luxury haircare available to all.
Tell us about your tagline: making luxury accessible.
I’m a huge believer that every person, no matter their story, should be entitled to look and feel good. Coming from a luxury PR background I’ve always had a passion for beautiful brands, and I felt the hair industry needed a refresh for the sake of the customer.
Why the name MONDAY?
Monday gets a bit of a bad rap, but it’s my favourite day because it’s when I set intentions and get excited for the week ahead. I really want MONDAY to help everyone feel the same way. I’ve made no secret of my goal, which is that when people hear “Monday” I want them to think of us before they think of the day of the week. Not too much to ask for, right?
What are some of MONDAY’s hero products, and who are MONDAY hair products for (please say curly girls, too!)?
We have four formulations: VOLUME is for hair that tends to be fine or flat, SMOOTH for dry and frizzy types, MOISTURE for hair that’s damaged (say, from colouring or other treatments) and GENTLE for hair and scalps that need a little extra TLC. There really is something for everyone, and I always encourage people to mix and match to find their perfect fit! My trick is to use our SMOOTH Shampoo with the MOISTURE Conditioner—it’s the best of both worlds and gives my hair exactly what it needs.
Are you excited about your entry into the North American market? How do you anticipate MONDAY being received here?
I’ve been excited for so long! COVID-19 has affected some of our timelines but we’re certainly not the only ones, and we’re just grateful we’re able to bring MONDAY to more people. The amazing uptake we’ve had so far in New Zealand and Australia, along with the demand and hype we see on social media gives me faith that people in North America will love it just as much as everyone else. You know that saying, “Don’t read the comments”? I do the opposite! I love reading the reviews, feedback and suggestions for new products from our loyal community and new customers. It’s invaluable.
If you were stuck on a desert island and could only take one MONDAY product with you, what would it be and why?
It would have to be MOISTURE all the way, to help with all that sun exposure!
Win! 1 Of 10 MONDAY Haircare Gift Sets!
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