Beauty Should Be Fun: Inside DAISE’s Playful New Era (Win!)

What if your body wash looked like dessert, your lip balm came with a charm, and your entire beauty routine cost less than your morning latte? Just one year after launching in Canada, DAISE is doubling down on affordable joy with a colourful lineup of Peptide Lip Butter Balms, squishy Jelly Soaps, rich Body Butters and two delicious new fragrances. We caught up with founder Jaimee Lupton—the entrepreneur behind MONDAY Haircare and DAISE—to talk about the power of playful beauty, why Gen Z is redefining self-care, and how she’s building a beauty brand that proves great products don’t need a luxury price tag. —Noa Nichol

 DAISE is launching a range of new products—from Peptide Lip Butter Balms to squishy Jelly Soaps—all priced under $10. In a world of “prestige” pricing, why was it so important for you to ensure that high-performance, scent-packed indulgence remains affordable for everyone? 

So much of beauty is dressed up as prestige and priced to match, and that just excludes the exact consumer we’re speaking to. Gen Z and Gen Alpha are the fastest-growing beauty cohorts. They’re digitally native, incredibly savvy, and they expect brands that actually align with their values. They’re also seeing luxury everywhere on their feeds, but that doesn’t mean it’s accessible or age-appropriate. So, with DAISE, it was important that we combine premium, scent-infused formulas with extra-cute packaging at accessible pricing. The idea is that you should be able to walk into any retailer, pick up something that feels exciting, smells amazing, performs the way it should, and still costs under $10. 

The new Jelly Soaps have a “fun, squishy” texture designed to turn a daily cleanse into a joyful ritual. How do you approach the “fun factor” when developing new products, and which scent—WHIPPY JELLY, VACAY JELLY, or FROYO JELLY—is currently your personal shower-time favorite? 

DAISE was born as a reaction to how serious self-care had become. Rather than acting too cool or overcomplicating things, we wanted to make routines feel joyful again. By offering fun and playful formats, we created a non-intimidating place for anyone to come and experiment with beauty. With the Jelly Soaps specifically, we kept asking ourselves, “What if an ordinary bar of soap could actually be fun?” The squishy texture, the jewel tones, the yummy scents; it’s sensory overload in the best way! Our new product development is really driven by the current generation’s appetite for novelty, whether that’s bright colors, unexpected textures, or playful formats. At the end of the day, it’s beauty, it’s not that serious! My personal favorite would have to be FROYO JELLY. It’s creamy, a little nostalgic, and somehow makes every shower feel like a treat. 

Your new Peptide Lip Butter Balms comes in six delicious flavors, including SUGAR BEAR and HOT MOCHA. With the “lip oil” and “butter balm” trend exploding on social media, how did you formulate these to deliver that perfect, non-sticky, buildable tint that the next generation of beauty consumers is craving? 

While affordability and the “toyification” element are core to DAISE, we never want to compromise on formulation. Lip balm used to sit in that category of ‘necessary but quite boring’ beauty products, and I love that it’s now become something people genuinely get excited about. It’s colorful, flavorful, and all over everyone’s social feeds. With our Peptide Lip Butter Balms, we wanted to take that even further by creating something that’s both high-performing and looks cute. We really obsessed over the formula and packing until it hit that exact sweet spot. It’s hydrating, buttery soft, with super cute charms and a buildable sheer tint so you can collect, mix, and match shades and flavors. All DAISE products are created according to our Clean Promise, which means they’re formulated without harsh additives like acrylates, parabens, phthalates, 

SLS/SLES, silicones, talc, formaldehyde, and heavy metals. So everything you’re putting on your skin or your lips is clean and skin-loving, which is something today’s beauty consumer is really craving. 

The core range is expanding with two very distinct new scents: the warm, spicy XOXO and the playful, fruity BLOOM. If you had to pair these scents with a specific “mood” or spring activity, what would they be? 

I am obsessed with XOXO and BLOOM! For me, XOXO feels warm and cozy, like spending quality time with my daughter. As for BLOOM, it’s definitely about fresh starts, whether it’s buying myself flowers or when my partner (hopefully) surprises me with them! 

It has been just one year since DAISE launched in Canada, and you’re already expanding into major retailers like Shoppers Drug Mart and Loblaws. Looking back at this “DAISE-y” year, what has been the most surprising or rewarding feedback you’ve received from Canadian fans? 

Canada has been such a special market for us. From the initial launch, there was an audience that felt so ready for DAISE, and watching the brand come to life in-store online over the last year has been incredible. One moment that really stood out was the Hot Chocolate Activation we hosted in Toronto last year. People turned up already knowing the brand, who had already been engaging with it, which felt like a real milestone. It confirmed DAISE was already finding its home in our customer routines. Our new product launches have been a massive driver of growth this year, with the Jelly Soaps, our scent expansions, and Peptide Lip Butter Balms especially leading the way! We’re so excited to be partnering with Walmart, alongside Shoppers Drug Mart and Loblaws. That retail expansion is huge for us, and it’s only year one! 

Win! A $115 DAISE Prize Pack!

Congrats Carmen M. of Calgary, AB, who will receive a $115 DAISE prize pack including:

• 3x Fragrance Body Mists
• 3x Deos
• 2 x Body Scrubs
• 3x Lip Peptides 
• 3x Whips
• 2 x Body Butters

Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.