Latest news with #JaimeeLupton
News.com.au
19-07-2025
- Business
- News.com.au
Global teen trend hits Australia as DAISE launches in Woolies
A popular brand designed for young beauty lovers has just launched in Woolworths – after a hugely successful launch in the US. DAISE, created by Kiwi entrepreneur Jaimee Lupton, is a fragrance and bodycare line made specifically for Generation Alpha. While Gen A is defined as those born between 2010 and 2024, meaning there are still babies in the age group, Ms Lupton said DAISE was for those 12 and up who are currently using brands designed for much older consumers. After initially launching the 'tween' brand in US mega-retailers Ulta Beauty and Target, it was released in the UK, and has now just landed in Woolies, where Aussies have been snapping it up in droves. 'With Gen Alpha emerging as the fastest-growing cohort of beauty consumers, we saw a clear opportunity to create something for them that created a positive and age-appropriate experience as they engage with beauty and bodycare for the first time,' Ms Lupton told The Beauty Diary. 'So many brands tweens are buying are intended for those much older than they are, meaning the active ingredients and 'anti-ageing' function of the products are not always suitable.' Ms Lupton, the mastermind behind global beauty brand Monday Haircare, said the target buyers of DAISE are unlike generations that have come before, largely due to the rise of social media – which created a 'clear gap in the market'. 'We were seeing Gen Alpha and younger Gen Z completely immersed in the beauty space, discovering products on TikTok, building routines, and speaking fluently about ingredients and trends (even more so than their parents),' she explained. 'But the products available to them weren't made for them. Tweens and teens are often either using brands designed for much older consumers, or stuck with 'kids' products and brands they no longer relate to.' Indeed, with its colourful packaging and flower-shaped bottles, DAISE looks like nothing else on the shelves in Woolies – and that's deliberate, said Ms Lupton. 'We thought about colour, texture, and shape as a means to spark joy and focus on play rather than performance,' she explained. 'We've designed everything from flower-shaped lip balms to whipped body washes because we know this generation loves products that are tactile and visually exciting. 'It's about creating something that's fun, dopamine-boosting, and that shoppers will enjoy using and will talk about with friends.' It appears to have worked, with social media awash with rave reviews about the new Woolies range. 'It's finally here... the pineapple fragrance is my favourite,' one said on TikTok. 'These smell amazing and its CUTE packaging,' shared another. While one declared: 'OMG, definitely giving these a try, what scent should I get?' Ms Lupton said DAISE launched into the Australian retail giant last month with its Foaming Body Wash and Exfoliating Body Scrub and later added the brand's Mists and Body Sprays to Woolies shelves. 'Our Exfoliating Body Scrub has been super popular and has already climbed to be the number 8 best-selling item in Woolworths' total body care category,' she said. 'Our fragrance products, such as our Fragrance Body Mists, are our best-sellers in our established markets like the USA and UK so we expect those to be incredibly popular, too.' Woolworths confirmed the product range had launched in its supermarkets and in Big W stores last month, and while its early days, popular picks among shoppers have been the vanilla body scrub, closely followed by coconut. The fact the brand is currently exclusively sold in a supermarket is a deliberate strategy for Ms Lupton, who said she believes 'accessibility isn't just nice-to-have'. 'Our consumer is young and beauty-obsessed, but they don't always have the budget or access to shop in high-end or prestige environments,' she said. 'By launching through mass retail we're meeting them exactly where they already are, both physically and financially. 'DAISE is about democratising beauty and self-care, and mass retail gives us the scale and reach to actually deliver on that promise.' Recent data shows 12-14 year olds are spending around $US300 (about $460 Australian Dollars) a year on cosmetics, skincare products, and fragrances – a huge amount considering most aren't old enough to earn money yet. While industry experts state 'you're never too young' to be interested in self-care, many brands have issued urgent warnings to parents after it emerged kids were buying products that were too harsh for such young skin.
Scottish Sun
27-06-2025
- Entertainment
- Scottish Sun
Inside new Superdrug store where customers can test out products for FREE
They're offering 'exclusive products and beauty experiences you won't find anywhere else' SUPER DUPER Inside new Superdrug store where customers can test out products for FREE SUPERDRUG has just dropped its most exciting store yet and it's a hit for any beauty fanatics. The high street health and beauty giant has launched its brand new Beauty Playground at Westfield Stratford in London. Advertisement 2 Superdrug has opened a pop up store in Westfield Stratford 2 The 2025 'Beauty Playground' will allow customers to test out new products Gone are the days of sniffing samples and hoping for the best, now, shoppers can swatch, test and snap their way through a fairground of makeup and skincare, all without spending a penny. Packed with interactive displays, 'Try Me Tables', and glitzy social content stations complete with ring lights. You'll also find in-store brand ambassadors offering personalised beauty advice, demos, and top tips on the latest trending buys. The store officially opened this week, and Superdrug bosses say it's just the beginning. Advertisement The Beauty Playground will roll out across 30 of the retailer's top stores by next summer, including Manchester Trafford Centre, Glasgow Braehead, and Cardiff St David's. Simon Comins, Superdrug's chief commercial officer, said: 'The beauty shopper is crying out for immersive experiences – and we're giving them exactly that. 'With Beauty Playground, we're bringing the fun back into beauty, giving shoppers the chance to experiment, discover, and enjoy Superdrug like never before.' The mega makeover is all part of Superdrug's big plans to boost its bricks and mortar stores, while blending them seamlessly with online experiences. Advertisement And to top it off, Superdrug has teamed up with brands like Daise, Delhicious and Smuuti to offer exclusive products and beauty experiences you won't find anywhere else. Daise co-founder Jaimee Lupton called the partnership 'incredibly valuable' for bringing 'next-gen' beauty to the high street. Make-up fans race to snap up £5 Superdrug dupe of viral Huda powder, and save themselves £30 in the process It comes just after the retailer's Superdrug Superswap pop-up earlier this month, where bargain hunters bagged up to £500 worth of luxury beauty dupes for a fraction of the price. Among the must-have steals were Studio London's U Dew U Bronzing Drops for just £5 (saving £30 vs a high-end dupe). Advertisement It also included the cult-fave Artiscent Atelier fragrances, which were a mere £12 for scents that smell way more expensive. One shopper said: 'I couldn't believe how similar it was to the designer brand and it lasted all day. Total win.' The Superswap event highlighted more than 40 of Superdrug's best own-brand products, covering skincare, cosmetics, fragrance and toiletries, all proven to rival premium buys in tests and reviews. Superswap's best dupes The SuperSwap event introduced shoppers to swaps that could save them £500. SuperSwap Savings include: B. Cleanse Melting Cleansing Balm - £10 (£ 5 member price ) - Save £24 vs high end alternative* - Melts away dirt and impurities with this velvety soft balm which helps to remove every trace of make-up Melts away dirt and impurities with this velvety soft balm which helps to remove every trace of make-up Studio London U Dew U Bronzing Drops £5 - SAVE £30* - Enriched with coconut oil and niacinamide this hydrating formula gives a natural sun-kissed tint and healthy glow Enriched with coconut oil and niacinamide this hydrating formula gives a natural sun-kissed tint and healthy glow Artiscent Atelier Scents £12 - SAVE £233* - From sweet and musky to spicy and woody notes, these scents smell expensive and provide long lasting fragrance all day From sweet and musky to spicy and woody notes, these scents smell expensive and provide long lasting fragrance all day Studio London SuperBoost Tint Oil Cherry - SAVE £28* - A weightless, moisturising formula infused with nutrient-rich, upcycled raspberry seed oil to soften lips, leaving a high shine finish And if you missed out, don't panic, Superdrug is bringing back its 'Superdrug Presents' event in August, promising even more freebies and surprises. Advertisement TikTokers who attended last year's bash claimed they walked away with bags full of beauty goodies — including twenty lipsticks. It's not just Superdrug jumping on the experiential bandwagon either. Disney has also returned with a brand-new pop-up at Westfield White City, opening just days ago on June 20. The grand opening kicks off Saturday, June 28 with a full-blown Disney party, complete with free Mickey ears for the first 200 guests, roaming balloon artists, tattoo stations, and early access to the magical 'Once Upon a Story' dolls.
South Wales Argus
25-06-2025
- Entertainment
- South Wales Argus
Superdrug is launching new Beauty Playgrounds in 30 stores
The first playground opened at its flagship store in Westfield Stratford today, to be followed by 30 more around the country, launching in the next three months, where shoppers can make the most of: 'Try Me Tables' for playful product discovery Interactive displays showcasing new and exclusive brands Social content stations with ring lights for beauty lovers and creators On-hand experts delivering personalised advice and demos Simon Comins, Superdrug's chief commercial officer, says: 'The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer. "With Beauty Playground, we're reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs. "But most of all, at Superdrug we believe beauty should be fun, so we can't wait to welcome customers to their nearest Beauty Playground store, where they can experience and enjoy Superdrug like never before.' The next batch of Beauty Playgrounds to launch will include Manchester Trafford Centre, Glasgow Braehead and Cardiff St Davids. Like beauty news? Here's more: Superdrug is partnering with new brands, including the mood-matching fragrance and body care brand Daise, the award-winning natural skin and hair solution Delihicious and the Korean-inspired and TikTok-famous Smuuti. Daise co-founder Jaimee Lupton says: 'Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences. "We see this as an exciting extension of the in-store experience for the beauty-savvy shopper, and it's something we're thrilled to be part of.' The concept builds on the success of the retailer's annual beauty festival, Superdrug Presents.
South Wales Guardian
24-06-2025
- Business
- South Wales Guardian
Superdrug is launching new Beauty Playgrounds in 30 stores
The first playground opened at its flagship store in Westfield Stratford today, to be followed by 30 more around the country, launching in the next three months, where shoppers can make the most of: Simon Comins, Superdrug's chief commercial officer, says: 'The beauty shopper is crying out for immersive beauty experiences, but often they find that what they encounter is either temporary or not keeping pace with the latest innovations the industry has to offer. "With Beauty Playground, we're reimagining what a joyful and innovative beauty experience could and should be, whilst offering a space where customers can discover, learn, experiment, create, and connect with brands and services that meet their unique needs. "But most of all, at Superdrug we believe beauty should be fun, so we can't wait to welcome customers to their nearest Beauty Playground store, where they can experience and enjoy Superdrug like never before.' The next batch of Beauty Playgrounds to launch will include Manchester Trafford Centre, Glasgow Braehead and Cardiff St Davids. Like beauty news? Here's more: Superdrug is partnering with new brands, including the mood-matching fragrance and body care brand Daise, the award-winning natural skin and hair solution Delihicious and the Korean-inspired and TikTok-famous Smuuti. Daise co-founder Jaimee Lupton says: 'Our partnership with Superdrug is incredibly valuable in helping to bring our next-generation brands to life, through bespoke retail experiences. "We see this as an exciting extension of the in-store experience for the beauty-savvy shopper, and it's something we're thrilled to be part of.' The concept builds on the success of the retailer's annual beauty festival, Superdrug Presents.
The Independent
03-04-2025
- Business
- The Independent
This shampoo and conditioner start at £3.33 a bottle - here's why they're my favourite
If you don't know Monday Haircare, then get to know. This beautifully-packaged brand is my secret for a budget blow-dry. I first stumbled across Monday in 2021, around one year after the brand's market launch. Indeed, with its founder – Jaimee Lupton – being New Zealand-based, our lucky Kiwi friends got their hands on the haircare range 18 months before the products finally landed in the UK. Since then, the brand has expanded to over 40 countries. It came as no surprise - the moment the baby pink bottles graced my shower stand, I was obsessed. Four years since my first test, Monday now boasts seven different shampoo and conditioner ranges, each targeted toward a different haircare need - moisture, clarify, smooth, volume, repair, colour protect, and gentle. While I've tested over half the collection, including moisture, smooth, gentle and repair, the moisture range (shampoo: £3.33, conditioner: £3.33, is a personal favourite. If you struggle with knots and tangles, these formulas will be a surefire way to get through those tugs, and they smell wonderful, too. How I tested As well as testing the Monday haircare shampoo and conditioner in 2021 (and several times since), I've been testing the moisture range from the brand more closely of late. I rinse and repeat with the shampoo before brushing the conditioner through my hair while in the shower. For context, I also brush my hair pre-shower, but whether my hair brush glides through my wet hair is a completely different matter, so I've certainly been taking note of whether the moisture conditioner can detangle. Other things to note? I paid attention to the scent and the feel of my hair post-drying, as well as how long the wash lasted before I needed another. Why you can trust us As someone with more than five years of experience writing about beauty products, plus four years using Monday Haircare, Lucy is confident in her knowledge of which ingredients are good (and bad) for your hair. As for her wider expertise in the haircare field, she recently tested 14 out of the 35 products reviewed in our IndyBest shampoo and conditioner round-up. Within that edit, she crowned Monday Haircare the overall best buy, describing it as 'a wonder for damaged hair.' In addition to real-world testing and experience, Lucy has learned from haircare experts like Michael Douglas and Samantha Cusick.
