
‘Just getting started’: Inside MONDAY founder Jaimee Lupton’s new $150 million Gen Alpha brand
Serial entrepreneur Jaimee Lupton, the brains behind MONDAY haircare (which brought in about $300 million in sales in 2024), has taken aim at Generation Alpha with body-care and fragrance brand DAISE. Now, that’s on track to become a US$100 million (AU$153 million) brand in its first year.