MONDAY Haircare

What MONDAY Haircare does

MONDAY Haircare is a private consumer haircare and personal-care brand founded in 2020 by entrepreneur Jaimee Lupton and operated under the parent company ZURU LLC (incorporated in California, with operational support in Auckland, New Zealand and a listed address in Kowloon City, Hong Kong). The company's core product offering is a four-type shampoo and conditioner architecture — SMOOTH, MOISTURE, VOLUME, and GENTLE — designed to address distinct hair needs (curly/frizzy, dry/coily, thin/fine/oily, and normal/damaged). Its technical positioning centers on pH-balanced (pH 5) formulas free from SLS and parabens, leveraging gentler surfactants such as Sodium Cocoyl Isethionate and Sodium Olefin Sulfonate, and ingredient systems including hyaluronic acid, hydrolyzed keratin, shea butter, coconut oil, and wheat protein. Certifications include Leaping Bunny and PETA cruelty-free, BRC, SEDEX, and ISO 14001 manufacturing compliance, with sustainable packaging using 20% recycled plastic and 100% recyclable bottles.

The brand has expanded its assortment across adjacent categories — body washes (Fresh Gardenia, Peaches & Cream, Vanilla Glaze), exfoliating scrubs, hair masks, hair oils, leave-in conditioners, heat protectant, texturizing mousse, hairspray, three dry shampoo variants (Original, Brunette, Volume), and ingestible hair gummies — creating a 20+ SKU portfolio with consistent brand codes. MONDAY Haircare sells both direct-to-consumer through mondayhaircare.com (with regional sub-storefronts such as au.mondayhaircare.com) and through mass-market retail partnerships including Ulta Beauty, Target, Walmart, Woolworths, and Amazon, achieving presence in over 8,000 store locations across 30+ countries spanning North America, Europe, Oceania, Asia, Africa, and the Middle East.

Its go-to-market combines a TikTok-led social strategy (ranked the #1 most-loved haircare brand on TikTok) with influencer partnerships under the MONDAY Muses program (including celebrity colorist Jenna Perry, stylist Patrick Wilson, and others), a College Ambassador program, email marketing, and earned media placements in Vogue, Forbes, WWD, and Vanity Fair. Pricing is positioned as 'affordable luxury' at mass-market price points, with a horizontal segmentation approach that targets the universal daily haircare consumer rather than any singular demographic. The company has been recognized with major beauty editorial awards from Cosmo, Glamour, and InStyle, and founder Jaimee Lupton received Mumbrella's Under-30 Achiever of the Year in 2021 and Acquisition International's Beauty Entrepreneur of the Year in 2022.

Name

MONDAY Haircare

Legal name

ZURU LLC

Website

https://mondayhaircare.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

MONDAY Haircare is a mass-market haircare and personal-care brand founded in 2020, selling pH-balanced, cruelty-free shampoos, conditioners, body washes, treatments, and styling products through Ulta, Target, Walmart, Woolworths, and its own DTC site across 30+ countries.

Ownership category

akta.pro rank

Product category

Personal Care Haircare

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Conditioners & Hair Masks (CRABABAB)

Keywords

• Shampoo and conditioner
• Haircare products
• Body care products
• Hair styling treatments
• Natural haircare formulas

Headquarters

HQ city

Kowloon City

HQ country

Hong Kong SAR China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D

Revenue model

1. Consumer Haircare Product Sales: Primary revenue from direct-to-consumer sales of shampoo, conditioner, body wash, dry shampoo, hair masks, leave-in conditioners, heat protectant, hairspray, and hair gummy supplements through retail partners and online store

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

MONDAY Haircare manufactures and sells a portfolio of haircare and body care products, including pH-balanced shampoos and conditioners across multiple ranges (SMOOTH, MOISTURE, VOLUME, GENTLE, REPAIR), body washes and scrubs, styling products (heat protectant, mousse, hairspray, dry shampoos), hair treatments (masks, oils, leave-in conditioners), travel sizes, and hair gummy supplements. The brand sells through mass-market and beauty retailers (Ulta, Target, Walmart, Woolworths, Amazon) as well as its own DTC website in 30+ countries.

Product overview

MONDAY Haircare is a modern haircare brand offering a unified portfolio of hair and body care products. The core range consists of four shampoo and conditioner types (SMOOTH, MOISTURE, VOLUME, and GENTLE) designed for different hair needs including curly/wavy/frizzy, dry/coarse/coily, thin/fine/oily, and normal hair. The company has expanded into body care (body washes, exfoliating scrubs), styling products (heat protectant, texturizing mousse, hairspray, dry shampoos in Original, Brunette, and Volume variants), treatments (hair masks for anti-frizz, deep moisture, and curl restore; hair oils; leave-in conditioners), travel sizes, and ingestible supplements (hair gummies). All products share common brand attributes: cruelty-free, dermatologist tested, pH-balanced, and free from sulfates and parabens.

Differentiator

Problem solved

Functional benefit

Brands

• SMOOTH: Shampoo and Conditioner range for curly, wavy and frizzy hair.
• MOISTURE
• VOLUME
• GENTLE
• REPAIR
• Hair Gummies

Products and services

• SMOOTH Shampoo & Conditioner Shampoo and conditioner formulated for curly, wavy, and frizzy hair. Contains Wheat Protein, Coconut Oil, and Avocado Oil to smooth, de-frizz, hydrate, and soften hair with a subtle gardenia scent.
• MOISTURE Shampoo & Conditioner Shampoo and conditioner formulated for dry, coarse, and coily hair. Contains Hyaluronic Acid, Coconut Oil, and Shea Butter for deep hydration, shine, and cuticle-sealing moisture.
• VOLUME Shampoo & Conditioner Shampoo and conditioner formulated for thin, fine, and oily hair. Contains Hydrolyzed Collagen, Coconut Oil, and Macadamia Oil to add body, plump strands, and provide weightless moisture.
• GENTLE Shampoo & Conditioner Gentle shampoo and conditioner formulated for normal hair or hair needing extra TLC. Suitable for color-treated hair and extensions.
• REPAIR Shampoo & Conditioner Shampoo and conditioner formulated for dry, damaged, and depleted hair. Contains Hydrolyzed Keratin, Argan Oil, Cocoa Butter, and Shea Butter to nourish, protect, and smooth.
• MOISTURE Body Wash Hydrating daily body wash infused with Hyaluronic Acid, Shea Butter, and Coconut Oil, available in Fresh Gardenia, Peaches & Cream, and Vanilla Glaze scent variants. Available in 20oz and 30oz sizes.
• MOISTURE Whipped Body Wash Gentle whipped body wash with foaming formula for everyday use, available in Vanilla Glaze, Peaches & Cream, and Fresh Gardenia scents with skin-loving hydrating ingredients.
• EXFOLIATING Body Scrub Twice-weekly physical exfoliant with gentle formula containing Shea Butter and Coconut Oil, available in Vanilla Glaze, Peaches & Cream, and Fresh Gardenia scents.
• SMOOTH Heat Protectant Heat protectant spray formulated with protective keratin to shield strands from heat styling up to 450°F / 230°C while reducing breakage and leaving hair soft, shiny, and frizz-free.
• VOLUME Texturizing Mousse Air-infused, collagen-enriched mousse that instantly adds texture, definition, and volume while enhancing natural waves and curls with a soft, flexible finish.
• SLEEK HOLD Hairspray Versatile, buildable hairspray with 24-hour frizz control that leaves no sticky residue. Contains Jojoba Oil, Shea Butter, Almond Oil, and Coconut Oil.
• ORIGINAL Dry Shampoo Dry shampoo with subtle gardenia scent that absorbs excess oil to freshen hair between washes while nourishing Hydrolyzed Keratin helps balance and protect. Leaves no white cast.
• BRUNETTE Dry Shampoo Dry shampoo designed for darker hair with a formula that blends seamlessly, absorbs excess oil, and nourishes with Hydrolyzed Keratin.
• VOLUME Dry Shampoo Dry shampoo with plumping Collagen and subtle gardenia scent that adds texture and body while absorbing excess oil.
• ANTI-FRIZZ Hair Mask Hair mask that softens and smooths frizz-prone hair with flyaways, formulated with protective Jojoba and Sweet Almond Oil for nourishment and manageability.
• DEEP MOISTURE Hair Mask Hair mask that restores strength and nourishment to dry and damaged hair with reparative Keratin, Argan Oil to soften, and Shea Butter to seal the cuticle.
• CURL RESTORE Hair Mask Hair mask that restores hydration and shine to curls of all types with nourishing Bamboo Extract and Shea Butter.

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Cruelty Free InternationalcoreOthersMONDAY Haircare is approved as cruelty-free under the Leaping Bunny programme by Cruelty Free International. This is a global programme requiring cruelty-free standards over and above legal requirements. All products are approved under the Cruelty Free International Leaping Bunny programme with independently audited supplier monitoring systems.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Olaplex: Premium haircare brand built around proprietary bond-repair technology; competes with MONDAY in the treatment and styling space, but at a significantly higher price point. Highly relevant as a benchmark for MONDAY's positioning between premium and mass.
• SheaMoisture: Mass-market natural-ingredient haircare brand targeting textured and diverse hair types—directly overlapping MONDAY's MOISTURE and SMOOTH ranges, with similar affordable-luxury positioning at Target, Walmart, and Ulta.
• Moroccanoil: Premium haircare brand famous for argan oil-infused treatments; competes in MONDAY's hair oil, mask, and styling categories with a salon-led distribution model at higher price points.
• Maui Moisture: Affordable vegan haircare brand owned by Vogue International; positions similarly to MONDAY in mass retail (Target, Walmart, Ulta) with comparable natural-ingredient, vegan, sulfate-free positioning.
• Living Proof: Science-led haircare brand offering shampoos, conditioners, treatments, and styling across mass and salon channels; competes in MONDAY's styling and treatment categories with patented technology positioning.

Broad incumbents

• Kérastase: L'Oréal-owned premium professional salon brand; competes broadly with MONDAY across shampoo, conditioner, treatments, and styling at a higher price tier and salon distribution channel.
• The Ordinary (DECIEM): Affordable clinical skincare brand under DECIEM/Estée Lauder; overlaps with MONDAY's affordable-luxury, ingredient-led positioning across multiple retailers including Ulta, though primarily skincare-focused.
• Garnier (L'Oréal): L'Oréal mass-market haircare brand with shampoos, conditioners, masks, and styling sold at the same retailers as MONDAY (Target, Walmart, Ulta); represents the value-tier benchmark that constrains MONDAY's mass pricing power.

Emerging players

• Function of Beauty: Direct-to-consumer personalized haircare brand with a similar range of shampoos, conditioners, and treatments; overlaps with MONDAY on hair-type segmentation but differentiates through customization rather than accessible mass pricing.
• Prose: Personalized clean haircare brand with shampoo, conditioner, masks, and hair supplements; overlaps with MONDAY on clean ingredients, vegan positioning, and supplements, though focused on customization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mondayhaircare
• TikToktiktok.com/@mondayhaircare
• Facebookfacebook.com/MONDAYHaircare
• LinkedInlinkedin.com/company/mondayhaircare

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MONDAY Haircare