Curly questions in hair hoo-ha
Monday haircare has jumped into the New Zealand shampoo market armed with high-profile ambassadors, influencers, and a $9 price tag.
But the little pink bottles of product have also ended up in a hairdresser social media storm.
The haircare line, founded by Jaimee Lupton and partner Nick Mowbray – of mega toy brand Zuru – launched in Australia and New Zealand in March.
Since then, Monday says it has sold more than 1.8 million bottles.
But some hairdressers have taken issue with the product, claiming it causes hair damage and reacts with chemical treatments. They have lashed out in social media posts, including an Instagram account set up ‘‘to educate consumers . . . [and] help consumers make better choices’’.
Hairdressers have shared photos of damaged hair, which they blame on the products.
Monday said the hairdressers were upset it had taken aim at the high-margin salon haircare market, and were trying to protect their patch – and income.
While there are glowing reviews from influencers, and support of ambassadors such as model Georgia Fowler, there are also stories such as that of Tasha Bright, of Hamilton, who said she had been using the Smooth shampoo and conditioner for one month when she went to get highlights in her hair, something she says she had been doing for six years with no issue. ‘‘My hair in the foils started puffing up.’’
Her hairdresser suffered a burn trying to remove the foil.
‘‘It ended up burning my scalp’’ and when the foils fell out it took her hair with it, she said, leaving the crown of her head almost bald as well as a few bits on the side. ‘‘We just both sat there crying.’’
Bright complained to Monday.
She said the introduction of the product was the only thing she’d changed in her haircare routine.
The company apologised, but said it did not believe the product was the cause of the reactions, and had more questions.
Monday said several customers had said hairdressers were saying silicones in Monday products caused the damage after colouring or using chemical treatments on their hair.
‘‘In fact those very same silicones are in most of the shampoos salons sell themselves.’’
Monday said complaints equalled 0.02 per cent of the products sold. It has circulated a defence of its products, which says the silicones in its products are also in other high-profile brands, and debunks some of the claims about its ingredients.
‘‘We are disrupting a very entrenched haircare market, where consumers have been told for years that only high-price equals high quality. Hairdressers, in particular, have an ulterior motive to upsell clients to expensive products,’’ Lupton said.
Niq James, chair of the New Zealand Association of Registered Hairdressers, said the association had no official position on the products. He rejected suggestions hairdressers didn’t want competition.