Monday Haircare enters Kmart, reaching 1,200 stores

Monday Haircare is expanding its presence in Australian mass retail with a new launch into 280 Kmart stores, bringing the brand’s total footprint to over 1,200 locations nationwide. The October rollout marks the haircare brand’s third major retail partnership, joining Coles and Big W as key distribution channels. Founded by Jaimee Lupton in 2020, Monday targets the gap between affordable supermarket haircare and high-end salon brands, offering premium formulas at accessible prices.

The Kmart assortment features Moisture Shampoo and Conditioner, Original Dry Shampoo, Moisture Leave-In Conditioner, Deep Moisture Hair Mask, Repair Hair Oil, and Smooth Heat Protectant Spray. These products, available in stores and online from early this month, extend Monday’s reach into more of consumers’ haircare routines. All formulas are sulfate- and paraben-free, cruelty-free, pH balanced, and dermatologically tested, with recyclable packaging that aligns with its sustainability focus.

Brand Strategy and Market Position

Monday’s expansion reflects its strategy of combining design-led packaging with salon-inspired positioning to appeal to modern consumers who move between retailers, categories, and price points. Lupton emphasized that traditional FMCG divisions between luxury and mass no longer reflect shopping behaviors, stating, “That doesn’t exist anymore.” The brand’s growth shows the narrowing distinction between mass and prestige beauty, where consumers expect strong branding and raised experiences even at everyday price points.

With over 1,200 stores across Australia, Monday aims to scale further, building toward Lupton’s vision of a “modern-day L’Oréal.” The brand is part of a broader portfolio that includes Daise Beauty, Being Haircare, and Châlon Paris, reflecting her approach to identifying market gaps. “Look for the white space. Where is the gap? What problem can you solve? How are you different?” she advised to aspiring FMCG founders.

Competitive market and Expansion Context

The mass beauty sector is becoming increasingly competitive as brands vie for shelf space and consumer attention. Monday’s move into Kmart, a major discount retailer, positions it to capture a wider audience seeking premium results without premium prices. The brand’s success hinges on its ability to maintain relevance amid shifting consumer expectations and evolving retail trends. As Lupton noted, the opportunity lies in “capturing more shelf space – and more of the consumer’s routine.”