MONDAY is the brainchild of New Zealand entrepreneur and beauty enthusiast Jaimee Lupton, who was inspired to create a range of products that provide the benefits of salon quality formulations to all shoppers. Jaimee shared the MONDAY story and her wardrobe must-haves with Superette.
Jaimee at home, artwork by Sydney artist Vicki Lee.
How did MONDAY Haircare come about?
The need for salon-quality haircare stemmed from my expensive beauty habit. Beauty shouldn’t be expensive – it should work without breaking the bank. My girlfriends and I always wanted quality products but didn’t want to spend all our money on them. The beauty and skincare industry has been over-saturated for a while, but I felt the hair industry needed a refresh. Coming from a luxury PR background I’ve always had a passion for beautiful brands. It’s been exciting to build on that experience and see MONDAY come to life over the past 18 months.
What gave you the confidence to start MONDAY and how did you know the time was right?
That’s a great question and I’m happy to admit my confidence still isn’t 100%. I’m learning a lot as I go! I’m lucky to have co-founded the business with my partner, Nick. Business is his life. If you asked him if he would choose hanging out with me or working on any given Sunday I’m sure he would choose working! He’s a genius when it comes to building brands and growing businesses. I’ve been a student of ‘The University of Nick’ for two years now and I can’t begin to tell you how much I’ve learnt, which has helped build my confidence. Having his support and his belief in the vision from day one got me over the line to do this. Throughout the product development stage I had great support from Maddy at The Twenties Club; she was my first brand partner and a great sounding board. I consider her a part of the MONDAY family. I was so lucky to find our first team member Maddie Youngman; she keeps us on task and helps push the boundaries. We are so lucky to have her!
Any advice you would give to someone thinking of starting a business?
My advice to anyone starting out is find the white space in the category you are thinking about entering. I know this sounds crazy but my partner and I go to supermarkets and pharmacies to brainstorm new ideas and conceptualise new brands. We make a great team. Nick can identify the commercial advantages and avenues that lead to big wins, whereas I’m passionate about the marketing and branding side – I know what resonates.
How would you describe your personal style?
Laid back most of the time – mostly jeans, white singlet and sneakers. It’s very rare to see me in anything but sneakers! I always have style envy of Josie from Superette – she knows how to put such a beautiful ensemble together and I’m dying to find the time to have a styling session with her. She makes relaxed look so chic! I also have a feminine side that I love to embrace. I really like Aje – ever since meeting Edwina Robinson during my days living in Sydney.
What should every woman have in her wardrobe?
Without a doubt, a good white singlet or shirt. I live in one 5 out of 7 days of the week. Love Bassike! You can’t fault a good pair of sunglasses. I love my pair by Celina Audrey – I’ve lost them about 5 times but they always find their way back to me!
What is your workspace style and what essentials would we find on your desk at the moment?
My desk – a Byredo candle, lots of MONDAY samples and new products we are reviewing. We are developing a wide product line, so plenty of prototypes are sitting on my desk. I need to spend some time with them in my environment to make sure they are going to work for the consumer. Small changes are made every day to get them just right! Also, my trusted Health By Habit Immunity vitamins – if they are not on my desk right in front of me I forget to take them and right now we all need an immunity boost!
Where to from here, what’s next for MONDAY?
We have only just launched but our ambitions are huge. We have set ourselves worldwide targets. We will be launching throughout the United States and the United Kingdom early 2020. We have a wide range of new products dropping towards the back half of the year. We want to be the Glossier of haircare – we want to be affordable but beautiful, and most importantly, we want people to notice a difference in their hair.