But, then again, Lupton’s not the type of person to let a global pandemic get in the way of her master plan. Instead of retreating, she forged full steam ahead and it paid off – six months’ worth of MONDAY Haircare stock sold out six weeks after launch. Now, the instant cult-favourite is the number one brand in ANZ, it’s just landed in the US, UK and UAE, and it currently sells 10 bottles every minute.
Three Steps To Success
Her vision for the brand, Lupton tells The Suite, was three-fold. “There was a big gap in the market when it came to premium quality products that were in line with modern values (like being cruelty-free and sustainably minded), looked really beautiful in your bathroom, and were also reasonably priced. We’re proving that a premium product doesn’t have to cost more to be effective.”
Featuring natural extracts, like coconut oil and ginger root extract, plus 11 amino acids, the formulation contains no sulfates, parabens or triclosans. It also went through seven stages of research and development to ensure it was the same standard as salon brands. The big difference? The price. MONDAY is a fraction of the cost, priced at just US$6.99 a bottle.
“I wanted to create a brand that would help DEMOCRATISE haircare, by bringing people a PREMIUM product that didn’t cost more just for the SAKE of it.”
“I was using all these great products from affordable beauty brands like The Ordinary, and realised the same didn’t exist for haircare,” says Lupton. “There was a huge gap in the perception of ‘quality’ products available in a salon setting, and more affordable options. The more I looked into it, I realised how extortionate the mark-ups in the beauty industry were. I wanted to create a brand that would help democratise haircare, by bringing people a premium product that didn’t cost more just for the sake of it. Ours is an award-winning formula that just happens to be available in your local supermarket,” she says matter-of-factly.
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Interestingly, the supermarket is where Lupton struck gold on the idea that some media outlets would come to refer to as “liquid gold”. Staring at overstuffed shelves with products that screamed at the customer, Lupton wanted to create a product that whispered instead. The end result – a square bottle in a single tone of soft pink – isn’t just functional and aesthetically pleasing, but it’s also designed with the planet in mind.
“It NEVER hurts to tread a little LIGHTER on the planet.”
Sustainability Is Key At MONDAY
Sustainability is a main driver for MONDAY. The sleek bottles, which are made from recyclable plastic, are square-shaped because you can fit more of these in packing containers than round ones. This helps reduce carbon footprint. The brand has opted for screen-printing the labels instead of using adhesive sticker labels (so the bottles can be recycled more easily). And it’s just about to offer a re-fillable solution for customers who don’t want to have to buy new bottles every time they run out of shampoo. “We’re getting ready to launch our Refill Pouches which our customers are desperate for,” says Jaimee. “It never hurts to tread a little lighter on the planet,” says Lupton.
It also never hurts to stock your product globally. MONDAY is now available in the US, Canada, the UAE and it just hit the UK. It’s one of Lupton’s favourite things about the brand. “I love how far and wide our community stretches. We’re now in more than half a dozen markets in major retailers like Walmart, Amazon, Ulta Beauty and American Target, and we’ve sold five million bottles. That’s a lot of MONDAY love! Our goal is to make luxury as inclusive as possible. So I’m really excited by what we’ve achieved so far and our plans for the future.”
Jaimee’s Working Wisdom
Your secret weapon to get you through life?
Energy. I’ve been told I have lots of it, but I’m a big believer that putting out energy only creates more of it. Whether it’s energy for my work or for the people around me, nothing bad can ever come from having enthusiasm for something.
Who do you turn to for advice?
When it comes to work, typically my partner Nick Mowbray. He’s an amazing business person and entrepreneur, and I (usually) trust his opinion.
Where do you go for inspiration?
I take business inspiration from a lot of places. But when it comes to connecting with an audience, I think some of the most exciting things are happening via social and video, whether it be TikTok or an amazing creative campaign on YouTube.
Describe yourself in three words.
Always on emails.
What’s the best decision you’ve ever made?
Trusting my gut with MONDAY.
What’s the worst decision you’ve ever made?
To test out the brand name ‘Friday’. It looked terrible!
Your favourite quote?
I talk about the importance of “proof over promises” a lot. I think it’s a good motto to be guided by.
Which women inspire you?
I’m surrounded by lots of inspiring women in my personal and professional life, and I really value those relationships. But as for big-picture business inspiration, women such as Jen Atkin of Ouai and Whitney Wolfe Herd from Bumble are doing such great things. I think female founders often have to work twice as hard to prove themselves and their ideas, and Jen and Whitney are amazing examples of what can happen when women create products or platforms for other women. There’s an innate knowledge there.
And, finally, your top three tips to building a successful business?
- Don’t be afraid of setbacks or failure, or it will paralyse you!
- Surround yourself with a team of people who have strengths that you don’t have.
- Whenever you’re in doubt or needing to make an important decision, consider your reason for being as a brand or business. Your true north will be a constant reminder of why you do what you do.
Like what you’ve read and want more? We recommend our exclusive interview with the founder of Flying Ruby Events, Kelly Lewis. You can read it HERE.
