Heritage
A house, in its own words
The story of Daise begins with Jaimee Lupton, a serial entrepreneur who first co‑founded Monday Haircare, a salon‑style hair brand that gained a foothold in the indie beauty market. In 2024 Lupton announced plans to extend her product philosophy beyond hair, targeting the scent preferences of a new generation. By February 2 2025 Daise Beauty entered the U.S. retail landscape with simultaneous launches at Target and Ulta Beauty, a strategy noted in industry coverage for its breadth of distribution. The launch introduced a suite of mood‑matching fragrances and body‑care items, each named with the brand’s signature “Daise” suffix. Within its first year the line expanded to include a 2026 fragrance called Bloom, signalling an early commitment to seasonal refreshes. Throughout 2025 and 2026 Daise partnered with several independent retailers for pop‑up events that emphasized scent layering and self‑expression. While the brand does not yet list a dedicated perfumer, its product development team collaborates with fragrance houses to craft scents that can be combined without clashing. Daise’s early history reflects a deliberate focus on accessibility, playfulness and a demographic that values personal narrative through scent. Daise frames fragrance as a tool for self‑exploration rather than a static statement. The brand’s public materials describe its range as "mood‑matching" and encourage users to layer scents to reflect changing emotions. This approach aligns with a broader cultural shift among Gen Z and Gen Alpha toward fluid identity expression. Daise’s values include transparency in ingredient sourcing, cruelty‑free formulation and a clean‑promise that avoids certain controversial synthetics. The company states that each product is designed to be mixed, a concept that draws on the idea of scent as a modular language. By positioning scent as an interactive experience, Daise aims to lower the barrier to fragrance experimentation, inviting users who might otherwise feel intimidated by traditional perfume conventions. The brand also emphasizes community feedback, using social platforms to gather real‑time responses that inform future releases. In practice, this means new scents often arrive in response to trending moods or seasonal themes identified by the brand’s online audience.