Being aims to make the hair care aisle more inclusive by delivering solutions for all types of hair, from curly and coarse to fine and flat. The new brand, packaged in colorful tubes and jars, debuted at Walmart. 

Being is the third brand created by beauty entrepreneur Jaimee Lupton to debut in the US. Lupton, based in Auckland, New Zealand, launched:

• Monday, an award-winning hair care brand available at over 100 retailers in 65,000 doors across nearly 40 countries. It is ranked as the #1 haircare brand on TikTok. 


• Osāna Naturals, a range of skin and hair care formulations featuring six functional fragrances. The brand landed in Target US and Walmart US in February of 2024.

Being products address a wide range of consumer needs by offering customized formulations based on hair type—and every product is priced under $7.

Each of the five product families are tailored to cater to hair types from 1a to 4c. Formulas feature naturally derived active ingredients that are proven to drive results. Products include ethically sourced ingredients that are gentle on hair and planet, certified cruelty-free, and Leaping Bunny approved.

Lupton comments, “We know hair care isn’t one size fits all, and consumers deserve more than a blanket approach to products, which often ignores a myriad of hair types, textures and needs. And while we were conscious of price accessibility, we also focused on making our packaging more accessible, because we don’t want cost or usability to be hurdles for shoppers. At being, we want everyone to feel welcome, celebrated and seen.”

Being’s Packaging is Also Inclusive—& Designed to be Accessible

Being’s team designed its packaging to be inclusive and accessible to all consumers. The brand has employed universal design applications in its packaging from conception, such as soft, easy-to-squeeze tubes that are ideal for one-handed use. 

The brand’s tubes and jars feature a lipped-lid design that makes it easier for individuals with limited dexterity to open the packaging.

High contrast labels, large typography, and tactile indicators on the bottles enhance accessibility for individuals with visual impairments and colorblindness.

“For being, true inclusivity means packaging that is created as consciously as its formulas,” Lupton says.  

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