Beauty Brand Breakdown: Daise
- Jennifer Carlsson
- Apr 1
- 3 min read
Meet Daise: The Fragrance-Forward Brand Shaking Up Body Care
Launched at the end of 2024, Daise is already turning heads in the beauty aisle—and for good reason. Conceived by New Zealand–based Zuru Edge (the innovators behind viral haircare sensation Monday), Daise has swiftly made its mark through major retail placements in Ulta Beauty and Target in the US, with a launch in Tesco in the UK and further expansion into Canada slated for early 2025.
Featured as one of the standout "Brands to Watch" in Mintoiro’s Skincare Trend Forecast 2026, Daise embodies the fragrance-forward, playful aesthetic strongly resonating with Gen Z. Positioned to capture attention with its bold designs, affordable pricing, and engaging approach to body care, Daise is rapidly establishing itself as an influential newcomer in the beauty landscape.
Quick Overview
Who They Are: A newly launched body care brand from the same team that created Monday Haircare.
What They Offer: A range of affordable, fragrance-centric products including Body Mists, Spray Deodorants, Body Scrubs, Foaming Body Washes, Bath Bombs, and Lip Balms.
Core Vibe: Bold, colourful, and unapologetically playful, yet still priced to be accessible to a wide range of consumers.
Price Point: Under $7.50 for all products.
Brand Identity & Packaging
Daise’s tagline — “mood-matching fragrance and bodycare created to play your way” — embodies the brand’s emphasis on customizable experiences. The packaging leans heavily into bright, contrasting colours, playful typography, and a glow-yellow logo that grabs attention instantly on the shelf.
Each scent family is assigned its own trendy colour palette, making the range feel both cohesive and delightfully varied. It’s a clever method of giving consumers easy visual cues for discovering which scent best suits their personal style or mood. It’s also a direct nod to Gen Z’s love of bold visuals and hyper-personalization.
Product Range & Scent Profiles
Daise’s launch lineup spans from everyday body basics—like Foaming Body Wash and Spray Deodorants—to more indulgent items, like Bath Bombs and Scrubs. Every product comes in six scents, enabling shoppers to layer and mix to create a bespoke routine.
What stands out is their approach to fragrance. Body care often lacks complexity in scents, but Daise seems determined to elevate the experience with “mood-matching” notes. Whether you’re drawn to something fresh and citrusy or a sweeter, cozy aroma, there’s an option designed to suit your vibe. The brand positions these products not just as hygiene staples but as fun, interactive elements of a daily self-pampering ritual.
Pricing & Accessibility
Daise has achieved something impressive with their price strategy. Every product in the range retails for under $7.50, an exceptional feat considering their custom-designed packaging, trend-forward aesthetics, and high-quality formulations. Few brands manage to deliver this level of visual appeal and product performance at such accessible pricing.
Moreover, Daise ensures widespread availability by launching in mass-market retailers with significant reach—including Ulta Beauty and Target in the US, and Tesco in the UK—with Canada soon to follow. This strategic retail placement enhances the brand’s accessibility, making it effortless for consumers to discover and experiment with Daise’s offerings.
By combining visually appealing design, premium-feeling products, and genuinely accessible prices, Daise positions itself uniquely in a market where affordability rarely meets elevated aesthetics and quality.
Why Daise Caught My Eye
Strong Retail Rollout: Launching in Ulta and Target in the U.S., Tesco in the UK, and plans for Canada soon—Daise is clearly gunning for broad international reach from the start.
Fragrance-Forward Focus: By emphasizing scent variety and “mood-matching,” they’re highlighting a new dimension in body care—one often neglected by mass-market brands that stick to generic fragrances.
Gen Z Appeal: Everything from the colour palettes to the product flexibility (layering, mixing scents) screams next-gen consumer focus.
Affordable Pricing: With each item landing well below $10, it lowers the barrier to trial, which in turn encourages that “collect them all” spirit that can be so powerful among fragrance enthusiasts.
Final Thoughts
Daise represents an exciting development in the fragrance-forward bodycare category, successfully blending high-quality, sensorial formulations with bold aesthetics at an impressively accessible price point. Given Zuru Edge's proven ability to rapidly scale beauty concepts into international successes, Daise is uniquely positioned to capitalize on key emerging trends, including fragrance layering, bold visual appeal, and accessible indulgence.
Industry professionals should closely observe Daise’s evolution as an indicator of how affordable, yet trend-driven brands are reshaping consumer expectations in bodycare. For a deeper analysis of brands like Daise and the macro trends driving their success, explore Mintoiro’s Skincare Trend Forecast 2026—your strategic guide to staying ahead in the beauty landscape.
