Beauty brand Daise is the brainchild of Jaimee Lupton, the founder of Monday Haircare, and it’s clear she understands how to translate a Gen Z mindset into a fully immersive brand world. Designed by Zuru Edge, Daise’s packaging makes each product feel like a collectible. 

The line features lip balms, bath bombs, body washes, scrubs, mists, and sprays, each packaged in soft, rounded silhouettes with a signature flower shape that nods to early 2000s nostalgia while firmly rooted in current design fads. In line with Gen Z’s wanting more sustainable options, the brand’s website notes that the packaging is fully recyclable and uses up to 30% PCR plastic.

Visually, Daise leans into a color-drenched world of gradients featuring bubblegum pinks, cotton-candy purples, buttery yellows, and juicy reds. The typography is clean but bold, with “DAISE” stamped in bold yellow sans serif across each product. The rounded edges and unique shapes of the packaging bring back memories of EOS, but it’s reimagined for a generation raised on Scarface body mists, blending both offline and online aesthetics.

Each form factor invites play; the scrubs, for example, come in pastel-hued tubs with ultra-wide lids that wrap the branding around, while the foaming body wash mimics a whipped cream can with a soft-serve top. Even the fragrance mists come in flat, pocketable flower compacts tailormade for TikTok beauty hauls. 

What sets the packaging apart, however, is its approachability. 

Daise doesn’t take itself too seriously, as seen by the colors, shapes, and typography. But despite it all, the brand doesn’t lose itself in cliche Gen Z tropes. It might not take itself too seriously, but it’s not overdone or overly young. At its core, Daise’s packaging is an invitation to consumers to play, experiment, and have fun with beauty.