Playful Beauty, Big Joy: A Q&A With DAISE Founder Jaimee Lupton

MONDAY Haircare’s Jaimee Lupton is back with something fresh, fun, and unapologetically joy-filled—DAISE, a new beauty-meets-play brand designed for the next generation of beauty lovers. With every product under $10 and made to mix, match, layer, and collect, DAISE is quickly becoming the it stocking stuffer for Gen Alpha and young Gen Z. Think fizzy bath bombs with hidden surprises, whipped body washes, juicy scrubs, and mood-matching fragrance mists—all available at Walmart.ca.

We sat down with Jaimee to chat about building a world where beauty encourages self-expression, why affordability matters, and how DAISE is redefining the fun side of fragrance and body care. —Noa Nichol

DAISE feels like a candy shop for the senses. What was the first scent or mood that sparked the idea for creating a world “where beauty meets play”?

The inspiration came from watching Gen Alpha and young Gen Z use beauty as self-expression in ways that felt completely fresh. They have this incredible knowledge of beauty and fragrance that goes beyond their years, but they were essentially shopping brands that weren’t created for them. I realized they wanted something that was theirs – a brand that could be playful, fun, and modern, without talking down to them or taking itself too seriously.

Gen Alpha and young Gen Z are incredibly expressive with identity and aesthetics. How did you design DAISE to meet the way this new generation uses scent – not just to smell good, but to tell a story?

We designed DAISE around the idea that how you feel and how you want to express yourself can change day to day – and we want to encourage that! Our scents are built to be mixed, matched and layered, so they can create their own unique combinations based on their mood. Each scent is designed around just a handful of complementary notes, so they work together rather than overwhelming each other. It’s about giving them the tools to tell their own story through scent, not prescribing one for them.

DAISE products are mix-and-match by design. What’s your personal favourite scent combo or layering “recipe” from the collection?

I love pairing Happy DAISE (Grape & Amber) with Lowkey DAISE (Rose & Sandalwood). It’s a combination that feels playful yet cool. Layering means no two days are ever the same.

Every product is under $10, yet the scents feel elevated and fun. What was the biggest challenge in making high-quality fragrance playful, affordable, and accessible at the same time?

It was all about not compromising on formula while being smart about how we bring the product to market. We wanted to create something that felt aspirational but was truly accessible – because from a price perspective, this generation is often at the whim of others’ spending. They aspire to luxury brands they see on TikTok, but that’s not always in reach. Our goal was to deliver premium-quality fragrances at a price point that makes it easy for them to experiment and collect without having to choose between products. The key was our retail strategy and our digital-first approach, which we perfected with MONDAY Haircare.

The bath bombs hide collectible surprises inside — such a nostalgic throwback! Why was it important for you to keep the sense of discovery and delight at the core of DAISE?

Because beauty should be fun! Gen Alpha has this insatiable appetite for novelty – whether it’s in color, shape, texture, or hidden surprises. We know they crave that sense of discovery and experimentation. The collectible element also speaks to how they engage with products: they want something shareable, something tactile, something that brings them joy every time they use it. It’s all part of the DAISE ethos that self-care should never be intimidating – it should feel like play.

Scent is emotional, especially at a young age. How do you hope DAISE fragrances influence the way young people express themselves, build confidence, or experiment with identity?

I hope DAISE gives them permission to explore who they are and who they want to be without pressure or judgment. Fragrance is such a personal form of self-expression, and at this age, they’re in such a key time of self-discovery. We want to help them look at themselves, and to the future, with positivity and confidence. We are empowering them to express whatever version of themselves they want to be that day. It’s scent as identity, and identity as something fluid and fun.

You already built a massive global success with MONDAY Haircare. How did creating DAISE differ creatively — and what new muscles did you get to flex?

DAISE let us lean so much more into the playful and experimental side of beauty! With MONDAY, we were solving a very functional need – great haircare at an accessible price. With DAISE, we got to think about fragrance as mood, scent as storytelling, and products as collectibles. Our product design team had so much fun with the whipped textures, the flower-shaped lip balms, the collectible bath bombs. It felt like we were creating an entire world, not just a product line. And because this generation is so visually driven and digitally native, we really got to push our creative approach across packaging, social content, and the overall brand experience.

If DAISE were a playlist, mood board, or movie scene, how would you describe the “DAISE energy” in sensory terms?

DAISE energy is bright, bubbly, and unapologetically joyful – but with an edge. Think vibrant colors, layered textures, and that feeling you get when you’re trying something new and it just works. It’s the soundtrack to getting ready with your best friends, experimenting in front of the mirror, and not taking anything too seriously.

The packaging is bright, bold and collectible. What role does design play in helping Gen Alpha and Gen Z feel like they’re co-creating the experience, not just buying a product?

Packaging is huge for this generation – it’s what makes them stop scrolling, pick it up off the shelf, and want to share it with their friends. We’re always thinking about how the design can spark that sense of ownership and creativity. When they choose which scents to pair together, display them on their shelf, or post them on TikTok, they’re making DAISE their own. The bright colors, the flower-shaped balms, the whipped textures 0 it all invites interaction. Design isn’t just about looking good, it’s about making them feel like they’re part of something, not just consuming it.

Finally, gratitude season is here. Which DAISE product would you gift to your younger self –  and what do you think she’d love most about it?

Definitely the Sunny DAISE Body Mist! I’m obsessed with that Vanilla & Coconut scent – it’s our best seller for a reason. I think younger me would’ve loved having something so fun and accessible to experiment with. At that age, I was already a beauty obsessive, but I was mostly looking at products that felt out of reach or too grown-up. DAISE would’ve been exactly what I needed: something that felt special and aspirational, but also mine to play with.