Fragrance house

Daise

DAISE was launched in late 2024 by Jaimee Lupton, co-founder of MONDAY Haircare. The brand brings together bath, body, fragrance, and lip products through a mood-matching approach. Created around the idea of beauty meeting play, it encourages experimentation, personalization, and mixing and matching fragrance and bodycare products, with age-appropriate self-expression for Gen Alpha and younger Gen Z consumers. By early 2025, DAISE was part of ZURU Edge’s portfolio. Its visual identity uses a recurring flower motif, sculptural forms, and expressive color, while its packaging is designed to make fragrance and self-care tactile and exploratory. The fragrance body mist is offered in six mood-matching scents for body and hair.