Monday Haircare founder Jaimee Lupton on her female idols, leveraging TikTok and building a brand

3 April 2024
By Fashion Quarterly

Founder Jaimee Lupton reveals the reasons why her brand became an instant success, and the sacrifices and obstacles she's faced along the way.

Jaimee wears: Paris Georgia ‘Declan’ dress, $690. Harris Tapper ‘Sherman’ trousers, $559. Her own jewellery and shoes. Photo: Stephen Tilley.

I’d spent a couple of years working on the brand and poring over every detail, so when it launched, I was so nervous and eager to see if it would be successful. Crazily, it was essentially an instant success. We’re stocked in 50,000 stores with more than 100 major retailers in 33 countries and counting.

TikTok was something that was coming into fruition as we launched Monday, and we were an early adopter. We had to learn to embrace the idea of “scrappy” content that was less polished than what we had planned. We had to find the balance between having a strong visual identity, while also being able to run with a trend or be a little less precious about doing things. It’s definitely paid off — we’re now the number-one haircare brand on TikTok.

The biggest obstacle, one I’m constantly grappling with, is the sacrifice. Anyone who runs their own business, no matter the size or scale, can tell you it is not easy. I have never worked harder in my entire life. It means missing out on time with family, friends’ birthdays, and simply not being there for important moments or milestones.

As I enter this new phase of being a mum, I don’t want to sacrifice time with my daughter, so I think a big obstacle will be that mum guilt. I already feel it and she’s not even here yet! [To be successful] you have to be willing to try new things, and to know when to move on if something isn’t working. On a personal note, manners and kindness go a long way. The industry is so small and it’s important to appreciate those on the same journey as you. There are so many women I look up to in the beauty business; Ava Matthews from Ultra Violette, Emma from Emma Lewisham, Anna Lahey of Vida Glow. There can be an impulse to be closed off or competitive in business, but I try to be an open book. I see it as a privilege if someone asks for my opinion, and vice versa.

Building brands can be incredibly addictive. The beauty industry is constantly changing and evolving, and it’s an exciting space to play in! We want to take on big established brands with a new and exciting offering. We have around half a dozen new beauty and personal care brands slated to launch over the next 12 months. When it comes to the beauty industry, or any industry where women make up the core demographic, you have insights and opinions that are invaluable. You can take outside advice or opinions from the men in the room when it comes to things like your P&L (Profit & Loss), sales or manufacturing. But when it comes to knowing what (often female) beauty consumers want to see and use, and how they use it, chances are you know better than anyone. Don’t underestimate that. Being the person you are creating a product for is truly a superpower.

Words as told to: Sarah Murray
Photography: Stephen Tilley
Styling: Amberley Colby
Hair & Make-up: Chanelle Aldridge

This article originally appeared in Fashion Quarterly‘s ‘Ambition’ issue. 

In the ever-evolving world of entrepreneurship, a wave of power players are seizing the spotlight — women who are not just navigating, but conquering the uncharted territory in their chosen fields. In this series, we get to know nine of them. We ask how they got to where they are, and what challenges, career highlights and sacrifices they faced along the way. From startups to empires, we tell the stories of women who are not just entrepreneurs — they are trailblazers, thinkers, disruptors and dreamers.

Learn more in Fashion Quarterly’s autumn 2024 ‘Ambition’ issue. 


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