Jamie Lupton is betting on hair care again.
The Monday Hair Care founder, who debuted another brand in the category in February, launched Being, a range of 17 products for every hair type, and is launching this month in Walmart’s 2,500 door end caps. It is scheduled to be released. Each product costs $6.97.
The products are for all hair types and will all be commercialized together, Lupton said.
“This line has all hair types in one aisle, one shelf, and one brand. This brand is for everyone and was developed in collaboration with trichologists.” she said. “We believe strongly in public accessibility and true inclusivity. And at the end of the day, that means everyone can have it.”
The Walmart-exclusive brand joins two other hair care brands in Monday International Limited’s Lupton portfolio, including Monday and Osana Naturals. The parent company’s sales this year are expected to reach $300 million, the company said.
This launch comes during a relatively flat period for the mass hair care industry. The category grew by just 1% in the first quarter of 2024, according to Circana data. Lupton argues that the company’s broad consumer base is a key differentiator from its competitors, and industry sources expect Being’s retail sales to reach $20 million in its first year.
“80% of people find it difficult to find the best products for their hair,” says Lupton. “Education at the point of sale and educating people about hair types is part of the strategy. All hair types are represented on the packaging.”
jamie lupton
Each range is tailored to specific hair types, from 1A to 4C textures. “There are five core lines within the brand: shampoo, conditioner, leave-in and hair mask,” Lupton said. “We want each hair type to be represented equally, so you’ll see equivalent marketing information for each SKU. There are significant differences in mass between these hair types.”
The volumizing range of products includes avocado and macadamia oil. The Frizz series contains jojoba oil and almond oil. The Curl series highlights coconut oil and grapeseed oil, while the Moisture series combines cocoa butter and oat extract. The products are certified cruelty-free and Leaping Bunny approved.
“The brand’s overall approach is to celebrate hair in its natural form and speak to our community,” Lupton said. “There is a lot of discussion about how brands stand up and speak to different hair types, especially curly and coily hair, which are often marginalized and seen as the ‘other’ product within a brand. We want to represent them equally. ”
That spirit extends to the packaging, which Lupton likens to an oversized tube of toothpaste. “The products are soft and easy to grip, and the high-contrast labels, large typography, and (raised tactile indicators) make it easy for people to feel and use the products,” she said.
“We also make sure that we own all the colors. For example, at Monday Haircare, we own Monday pink,” she said. “We learned from Monday’s success that that’s very important.”
