MONDAY Haircare

MONDAY Haircare is a haircare company founded in 2020 by Jaimee Lupton, who launched it in Auckland, New Zealand, where she was born and raised [8]. The brand sells shampoos, conditioners and a body wash positioned as salon-quality products at an accessible price, and it grew quickly through social media into an internationally stocked label.

Lupton, who came from a background in luxury public relations, described the aim as making "salon-quality products available at an accessible price point" and making "luxury more inclusive." The line became closely associated with viral popularity on TikTok and with the wider "dupe" trend of affordable alternatives to premium hair products.

MONDAY Haircare was conceived and founded by Jaimee Lupton, described in profiles as "beauty-obsessed," who set out to create what she called a more inclusive haircare range built on luxury formulas at an affordable price point. According to business press, she launched the brand in Auckland in early 2020, with a market debut recorded in March of that year [8].

Sources differ on how the brand's country of origin is described. New Zealand primary and business sources consistently place the launch in Auckland, identifying Lupton as a New Zealander, and the figure is reflected in the company's New Zealand site [8]. A US review in Nylon described the brand as originating in "Australia and New Zealand" [7], and an Australian country reference also circulated through the brand's regional stockist pages [1]. The launch market and the founder's home base are recorded as New Zealand.

There is also a minor discrepancy over the founding date. The company's own about page and consistent New Zealand reporting give 2020 [1], while one editorial review stated the brand "first launched" in 2018 before expanding to the United States in 2021 [10]; the earlier date is treated as an outlier against the brand's own statement and the broader record.

The brand reports rapid early traction, saying it sold roughly six months of stock within four weeks across Australia and New Zealand. In 2021 it expanded to the United States, entering select Target stores and Target.com [7]. By the mid-2020s the company stated it was stocked in dozens of markets, including the United States, United Kingdom, Canada, Ireland, the Netherlands, Australia and New Zealand.

MONDAY positions itself around what it calls "affordable luxury," framed as making premium-style haircare more inclusive. The company says it set out "to create a more inclusive haircare brand by making our luxury formulations available at an affordable price point," and it describes its products as "salon-quality" while using the tagline "Good hair days start here." A homepage slogan summarises the pitch as "cult haircare without the cult price tag."

That positioning placed the brand within a wider consumer trend of seeking salon-style results without salon prices. Reviewers have framed it in the same terms: Refinery29 described products designed for "salon-worthy results at a fraction of the cost," while Nylon called the line "an affordable salon-inspired option" [7].

The core range is built around shampoo and conditioner duos sold under descriptive names tied to hair type, including SMOOTH for curly, wavy and frizzy hair, MOISTURE for dry and coarse hair, VOLUME for fine or oily hair, and REPAIR for damaged hair; the brand also markets a GENTLE option and a MOISTURE Body Wash. Reviewers have noted a wider lineup over time, with Refinery29 listing seven duos including Clarify, Repair and Colour Protect [6].

The company highlights ingredients such as shea butter, vitamin E, coconut oil, keratin, ginger root extract, panthenol (provitamin B5), hydrolysed rice protein and grapefruit extract, describing them in terms of moisture, strengthening and scalp care. It states that its formulas exclude sulfates (SLS) and parabens, and lists its products as vegan, cruelty-free and pH balanced, with claims of being dermatologically tested.

MONDAY presents a set of packaging and social commitments. The company says its bottles are made using 20% recycled plastic and are "100% recyclable when you're done with them (including the pump)," with labelling screen-printed onto the bottle rather than applied as plastic labels, and outer shipping boxes made with recycled content. It has also said bottles will be refillable.

On animal testing, the brand states it is "approved as cruelty-free under the Leaping Bunny programme by animal protection and advocacy organisation Cruelty Free International" and that it is recognised by PETA as not testing on animals [5]. The company also says it partners with a charity or not-for-profit in each region where MONDAY is sold, to help provide what it calls beauty essentials to vulnerable women and girls.

Editorial coverage has been broadly favourable. A Refinery29 review concluded that the attention around the brand was warranted, with the writer comparing the Colour Protect and Repair duos favourably to professional lines such as Redken and Kérastase [6]. Nylon's review of the Target launch said the products delivered "that feeling of using a fancy, luxe product" [7].

Much of the brand's visibility has come from TikTok. Refinery29 reported 18 million likes on the platform and 867.2 million views on the #mondayhaircare tag, and stated the brand was selling an average of seven bottles a minute, with retail sales estimated to reach $200 million globally in 2023 [6]. The company has described itself as the most-loved haircare brand on TikTok.

MONDAY Haircare remains active. Its founder, Jaimee Lupton, was listed as a speaker at the WWD Beauty CEO Summit in 2025, where the brand was cited as stocked in 43 countries across 160 retailers [9]. The company continued to operate as an internationally distributed haircare label with an active founder presence into the mid-2020s.