The Heritage
The Story of Daise Fragrance
Daise Beauty is a fragrance and body‑care line that frames scent as a mood‑matching plaything. Founded by Jaimee Lupton, co‑creator of Monday Haircare, the brand debuted in early 2025 across Target and Ulta stores. Its catalog includes Lowkey Daise, Oh So Daise, Sunny Daise, Happy Daise, Peachy Daise, Hello Daise and the 2026 addition Bloom. Each offering is positioned for younger Gen Z and early‑Gen Alpha consumers who enjoy mixing, layering and personalising their scent experience.
Heritage
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.
Craftsmanship
Daise’s production process begins with briefings to external fragrance houses that outline the desired emotional palette for each scent. While the brand does not disclose the names of its perfumers, the brief typically calls for notes that can coexist without overwhelming one another, facilitating the intended layering. Ingredients are sourced from suppliers that meet Daise’s clean‑promise criteria, which excludes certain synthetic musks and animal‑derived components. The brand reports that it conducts third‑party testing for allergen safety and complies with FDA regulations for cosmetic products. Formulations are produced in facilities that hold Good Manufacturing Practice certifications, ensuring batch consistency and quality control. After blending, the liquid is filtered and transferred into recyclable aluminium or glass containers, depending on the product line. Daise’s body mists and sprays undergo a low‑temperature fill process to preserve volatile aromatic compounds. Quality checks include olfactory panels that evaluate scent integrity after packaging, as well as stability testing under varying temperature and humidity conditions. The brand’s emphasis on mixability also drives a rigorous compatibility assessment, where each new fragrance is paired with existing scents to confirm that the combined aroma remains pleasant. This systematic approach reflects Daise’s commitment to delivering a reliable, playful fragrance experience.
Design Language
Visually, Daise adopts a minimalist colour palette punctuated by bright accent hues that echo the mood of each scent. The Lowkey Daise bottle features a soft‑grey frosted glass with a matte white cap, while Sunny Daise showcases a sunny‑yellow translucent sphere. Typography is clean, using a sans‑serif typeface that conveys approachability. Packaging often includes a small, reusable silicone cap that doubles as a travel‑friendly seal, reinforcing the brand’s emphasis on flexibility. Graphic elements on the outer boxes include simple line illustrations that hint at the scent’s inspiration—such as a stylised sun for Sunny Daise or a peach silhouette for Peachy Daise. The overall visual language is consistent across fragrance, body lotion and lip balm formats, creating a cohesive shelf presence. In retail displays, Daise’s products are grouped by colour and mood, inviting shoppers to experiment with combinations on the spot. The brand’s digital assets mirror this aesthetic, employing pastel backgrounds and short video loops that demonstrate layering techniques.
Philosophy
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.
Key Milestones
2024
Jaimee Lupton announces plans to launch a fragrance and body‑care line targeting Gen Z and Gen Alpha.
2025
Daise Beauty officially launches on February 2, with distribution through Target and Ulta Beauty.
2025
Initial product suite released, including Lowkey Daise, Oh So Daise, Sunny Daise, Happy Daise, Peachy Daise and Hello Daise.
2026
Daise adds Bloom to its fragrance lineup, marking the brand’s first seasonal release.
2026
Pop‑up events in major U.S. cities showcase scent layering workshops and community engagement.
At a Glance
Brand profile snapshot
Origin
United States
Founded
2025
Heritage
1
Years active
Collection
2
Fragrances released
Avg Rating
4.2
Community sentiment
Release Rhythm