Jaimee Lupton knows cool—and more importantly, she knows how to bottle and sell it. Lupton also knows that what’s cool today could be “cheugy” tomorrow, which is why she’s wasting no time bringing her latest brands to market.In late December, Lupton launched two new brands on the same day: Laura Polko Los Angeles and DAISE. Laura Polko Los Angeles, a millennial hair brand created with celebrity hairstylist Laura Polko, launched in Target stores nationwide. DAISE, a bodycare and fragrance brand developed for Gen Alpha, debuted in Ulta Beauty and will enter Target later this month.Although the two brands launched simultaneously, Lupton explained to BeautyMatter that it was unintentional. Retailers have a limited timeframe for getting new brands onto store shelves, which means both brands had to launch on the same day."With Laura Polko being in Target and DAISE being in Ulta and Target, it’s just the way the cookie crumbled for us,” she says.While launching two brands in a single day might seem overwhelming to some, Lupton, a seasoned beauty entrepreneur, knows what she’s doing. In the last six years, she’s launched six brands under the ZURU Edge beauty umbrella, including MONDAY Haircare (which recently landed on BeautyMatter’s 2025 FUTURE50 list), Being Haircare, Osāna Naturals, and Châlon Paris.Everything Lupton touches turns to gold: MONDAY Haircare's revenue for 2025 is projected to reach between $300 and $400 million. The brand was an instant success when it launched in New Zealand in 2020, selling through six months worth of product in six weeks and outselling Pantene Haircare in the first seven weeks.