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Body Spray
DAISE
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DAISE
Playful, mood-based body mists and fragrance-led body care for Gen Alpha and Gen Z at under-$10 pricing.
About DAISE
DAISE is a fragrance-led body care brand created by New Zealand beauty entrepreneur Jaimee Lupton, co-founder of MONDAY Haircare, in partnership with consumer products company ZURU Edge. The brand launched in late 2024 with a focus on elder Gen Alpha and young Gen Z consumers, positioning itself at major retailers including Ulta Beauty and Target in the US, Woolworths and Big W in Australia, and Tesco in the UK.
From the outset, DAISE has emphasized mood-matching scents that can be mixed and layered across product formats, offering body mists, spray deodorants, foaming body washes, exfoliating body scrubs, bath bombs, and hydrating lip balms in six core fragrances. The range sits firmly in the affordable mass segment, with prices typically under 10 US dollars and often below 7.50, targeting everyday use rather than prestige positioning.
The brand’s aesthetic centers on bright, playful packaging and accessible formulations designed to encourage experimentation and routine-building among younger consumers. DAISE’s retail-focused strategy and rapid expansion have made it a significant growth driver in bath, shower, and youth-oriented fragrance categories, with strong early sales reported across multiple markets.
At a Glance
The Brand
Founded
2024
Founder
Jaimee Lupton
Country
New Zealand
Category
MassMarket
Scent Personality
Worth It?
Scent DNA
Fruity
Gourmand
Sweet floral
- Scents are generally bright, sweet, and easy-going, designed to be layered across mists, washes, and deodorants rather than worn as standalone fine fragrances
- The brand focuses on mood-based naming and recognizable, teen-friendly scent profiles that feel familiar to consumers of body sprays and mall-style fragrance lines
- Packaging and naming lean hard into color, playfulness, and approachable language, which carries through to the way the scents themselves are composed
Typical Performance
Longevity
Moderate
Projection
Moderate
Positioning
A massmarket, budget house known for fruity compositions.
How It Compares
- → Similar mass-market positioning to Bath & Body Works
- → Sweeter and more teen-focused than Sol de Janeiro
- → Less complex and luxurious than Dior
Who It's For
Best For
- Tweens and teens starting to explore fragrance
- Daily casual wear and school-safe scenting
- Layering body mist with matching wash and deodorant
- Budget-friendly gifting and stocking stuffers
- Users who prefer sweet, playful, non-intense scents
Strengths & Weaknesses
Strengths
- Excellent price-to-volume value in the body mist and wash formats
- Highly accessible distribution at major mass retailers like Ulta, Target, Woolworths, Big W and Tesco
- Clear, youth-oriented concept that resonates with Gen Alpha and young Gen Z
- Easy, low-commitment way to experiment with scent layering and routines
Weaknesses
- Not suitable for buyers seeking complex, high-perfumery compositions
- Sweet, playful style can feel juvenile or overly sugary to more mature tastes
- Limited depth and nuance compared to niche or prestige fragrance houses
- Reliant on retailer presence; not yet positioned as a standalone fragrance destination
Brand Evolution
DAISE launched with a global retail-first strategy, pushing into thousands of doors in the US before rolling out to the UK, Australia, and Canada in rapid succession. Early coverage and sales data highlight the brand’s success as a growth driver in bath, shower, and youth fragrance segments, suggesting that additional scent families and product formats are likely as it scales. The core concept of mood-matching, mix-and-match routines is firmly established, so future evolution is more likely to focus on expanded distribution, limited-edition scents, and seasonal capsules than on a pivot toward fine perfumery.
Quick Verdict
This is a strongly executed, retailer-driven youth body care line with high value and clear concept, but minimal appeal for serious fragrance collectors. Treat it as fun, inexpensive scent play, not a substitute for complex perfumes.
DAISE Perfumes