Monday, the New Zealand-based hair care brand, has announced celebrity hairstylist Patrick Wilson as its first male ambassador, furthering its mission to promote more inclusive hair care.
Founded by New Zealand entrepreneur Jaimee Lupton, the brand was developed to offer consumers salon-quality products at an affordable price point, and has enjoyed sell-out success with its launch in Australia and New Zealand in 2020 as well as expansion into the US at the start of this year.
After making its UK debut in July, it has now tapped London-based hairstylist Wilson, who has worked on campaigns for the likes of ghd and Bulgari as well as styling the locks of A-listers including models Cindy Crawford and Kaia Gerber, Killing Eve actress Jodie Comer and Little Mix's Jade Thirlwall, as its newest muse.
“As a session stylist I’m always on the lookout for new products that excite me,” said Wilson.
“Monday Haircare has just launched in the UK and I’m so pleased to announce that I’m their first ever male muse.”
He added: “Monday is everything that I stand for: it’s vegan, cruelty-free and doesn’t contain SLS or parabens, with its salon-quality formulation and accessible price point.”
With a focus on natural ingredients, including panthenol, vitamin E, shea butter, coconut oil, hydrolysed rice protein and ginger root extract, Monday offers a shampoo and conditioner across four lines, each targeted at different hair needs: Smooth, said to be ideal for frizzy, curly and coily hair; Volume, tailored for fine and lifeless hair; Moisture, designed to treat dry and coarse hair; and Gentle, formulated for normal to delicate hair and scalps.
Wilson joins the brand's line-up of ambassadors – known as Monday Muses – alongside model Samantha Harris, beauty guru Kristin Fisher, lifestyle blogger Beck Wadworth and Rukaiya Daud, the founder of New Zealand homeware brand Fourth Street Home.
The brand's products (from £4) are available now in the UK via Beauty Bay and Tesco.