Monday Haircare Founder’s New Haircare Line ‘Being’ Launches at Walmart

Jaimee Lupton, founder of Monday Haircare, has introduced a third brand catering to all hair types: Being Hair Care.

The new brand, distinguished by its colorful tubes and jars, debuted this month at Walmart.

Being is the third brand created by beauty entrepreneur Lupton, based in New Zealand, behind award-winning haircare brand Monday and Osāna Naturals.

Being products address a wide range of consumer needs by offering customized formulations based on hair type—and every product is priced under $7.

Each of the five product families are tailored to cater to hair types from 1a to 4c. Formulas feature naturally derived active ingredients that are proven to drive results. Products include ethically sourced ingredients that are gentle on hair and planet, certified cruelty-free, and Leaping Bunny approved.

“We know hair care isn’t one size fits all, and consumers deserve more than a blanket approach to products, which often ignores a myriad of hair types, textures and needs,” said Lupton. “And while we were conscious of price accessibility, we also focused on making our packaging more accessible, because we don’t want cost or usability to be hurdles for shoppers. At being, we want everyone to feel welcome, celebrated and seen.”