Daise

Daise is an American fragrance and body-care brand created by beauty entrepreneur Jaimee Lupton and sold under the ZURU Edge beauty umbrella [3]. It makes scented body sprays, body mists, washes, scrubs, bath bombs and lip balms aimed at elder Gen Alpha and young Gen Z shoppers — broadly, tweens at the start of their beauty habit. Sources differ on when to date the brand: Bustle records its first retail launch, at Ulta Beauty, on 29 December 2024 [7], while WWD framed the rollout as a 2025 launch tied to its Target debut [4]. The brand remains active, with continued retail expansion through 2025.

Daise was founded by Jaimee Lupton, who also created the hair-care line Monday Haircare and is associated with several other beauty brands including Being, Osana Beauty, Châlon Paris and Laura Polko Los Angeles [5]. It sits within ZURU Edge, the consumer-brand division of the ZURU group, which lists Daise under its "Beauty + Personal Care" brands alongside Monday Haircare and Being.

The brand was conceived around a specific gap: a young shopper, in Lupton's framing "that 12-year-old" at the beginning of her beauty journey, with few options pitched at her age. Lupton has described Daise as "the younger sister" to Monday Haircare, and said that for this group "very few brands meet them at a place that's aspirational, age-appropriate and accessible" [4].

Daise positions itself around mood and play rather than skincare results. The company's idea of a "fragrance wardrobe" — scents that can be layered or worn alone, swapped to suit a mood — runs through its marketing, and the brand says it wants users to "come as they are" [6]. Products are sold in candy-coloured packaging that Daise frames as promoting the "playability of beauty". The fruit-forward scent line-up carries punning names — Sunny Daise, Peachy Daise, Hello Daise and others — built on notes such as rose, vanilla, coconut, raspberry and patchouli. Pricing sits in an accessible drugstore tier, with the range pitched at young shoppers and their parents.

The range spans body and fragrance care: an all-body spray and deodorant, fragrance body mists, a foaming body wash, an exfoliating body scrub, bath bombs and hydrating lip balms. Some bath bombs contain a small collectible inside, a feature consistent with the brand's tween focus. WWD reported the line launched as a 28-product range across six scents [4].

On formulation, Daise points to a "Clean Promise" — a list of excluded ingredients such as aluminium, formaldehyde and phthalates — and says its products are dermatologically tested [10]. According to the cruelty-free directory Cruelty-Free Kitty, Daise is certified cruelty-free under the Leaping Bunny program, though it is "not 100% vegan" because some products contain animal-derived ingredients [9]. The brand has also described its lip balm as made with "90% natural ingredients" [6].

Daise made its retail debut at Ulta Beauty in late December 2024. A press release tied to the launch claimed strong early sell-through, stating the brand sold 25,000 units per day in its first two weeks at Ulta [10]. It expanded to Target, in stores and online, on 2 February 2025. According to BeautyMatter, the brand also moved into the UK through Tesco and Superdrug, with a Canadian launch slated for early 2025 [5]. WWD reported that industry sources estimated \$35–40 million in first-year retail sales [4].

Daise is owned by ZURU Edge, which operates it as part of a portfolio of consumer brands spanning baby care, beauty, pet care and home goods [3]. Within that portfolio, its closest sibling is Being, another beauty brand founded by Lupton.

As of 2025 the brand is active. Its most recent documented activity was the Target launch in February 2025 and ongoing multi-region expansion into the UK and Canada [5]. No controversies or formal awards were found in the available sources; the brand's own "multi-award-winning" self-description is not tied to any named award in the material reviewed.