Monday Haircare founder launches Osāna Naturals

The founder behind Monday Haircare, Jaimee Lupton, introduced on Thursday Osāna Naturals, a new line of skin and hair care formulations aimed at nourishing both body and mind.

Now available at Target US and Walmart US, as well as Walmart Canada, Osāna Naturals launches with six functional fragrances, each designed to support skin and hair health with hydrating ingredients and replenishing botanical extracts. 

The line up includes body wash, hand wash, hand/body lotion, shampoo and conditioner, which utilize scent technology backed by science to reduce stress, increase calm, and improve overall mood.

Osāna Naturals prioritizes cruelty-free practices, earning the Leaping Bunny approval from Cruelty Free International. All products are also free from common additives such as sulfates, phthalates, parabens, BHA, BHT, mineral oils, and aluminum, as well as are dermatologically tested, pH-balanced, and suitable for all skin and hair types.

Lupton, an Auckland-based beauty entrepreneur, believes in making premium-quality beauty products accessible to everyone without compromising on modern values or efficacy. 

“I’m a firm believer that everyone should be able to enjoy luxurious beauty products, and an accessible price point or shopping experience shouldn’t equal sacrificing modern values or efficacy,” said Lupton. 

“There is a gap in the mass market when it comes to modern, beautiful and effective personal care, and we’re excited to finally give shoppers the kind of products they crave—and deserve—with Osāna Naturals.”

Lupton launched her first brand, Monday Haircare, in February 2020 with the goal of making premium-quality hair care more accessible. Four years later, Monday has won several beauty awards, is stocked with more than 100 retailers in 50,000 doors across 33 countries and is ranked as the #1 haircare brand on TikTok.

“Pairing premium ingredients and cruelty-free credentials with sensorial fragrance and beautiful packaging—and these being found all in the one product at the same time—is no longer something that is limited to luxury or niche brands,” added Lupton. 

“With Osāna Naturals, we’re bringing a new approach to personal care in a mass setting.”