The mind behind Monday Haircare is at it again.

Jaimee Lupton, who founded the “liquid gold” hair care business that has since gone viral and brought in lots of of tens of millions in sales, is bringing one other brand to the usbeauty market.

Called Osāna, the brand is supposed to democratize premium body and hair care — à la Monday, but grown up, founder Jaimee Lupton said — with shampoos, conditioners, body washes and body lotions. Prices are under $10.

The success of Monday, which can be introducing bath and body stock keeping units, gave Lupton the boldness to go deeper into those categories, she said.

“We’re in 33 countries, 100 retailers, 50,000 doors and on course to do $200 million in retail sales — the momentum is great. We found traction with bringing accessible luxury to the wonder vertical,” Lupton said. “Our goal is to rethink what the Millennial and Gen Z consumers want.”

For Osāna, that features “naturally derived body care and hair care, partnering with pure botanical extracts and a greater concentrate on wellness,” Lupton said. “People wish to use something beautiful.”

The brand is launching across the U.S., Canada and Latest Zealand abruptly. Within the U.S. alone, that features roughly 2,500 Walmart doors, and around 1,200 Goal stores. Industry sources estimate Osāna will reach $15 million in retail sales for its first yr available on the market.

“It’s a testament to the relationships we’ve built with the retailers with Monday, and provided that success, they’re pleased to take this on as well. Consumers are in search of effective and luxe personal care products at an accessible price,” Lupton said.

Ingredients include coconut extracts and glycerin across several of the products, and the scents range from mint and cucumber to rose, cedarwood and patchouli.

The patron for Osāna isn’t similar to Monday’s, Lupton reasoned. “This one’s more mature than Monday; it’s the same format but a special brand ethos.”

She remains to be taking some strategies from her first brand’s playbook. “Our marketing strategy is tried and tested. We’ve built an enormous internal content team and we do all of it in-house, simply to have control over our content and messaging. Content is king now,” Lupton said.

Lupton now also has a completely functioning factory in China, which she says gives her a competitive advantage. “We’ve heavily invested in our back end and we’ve finished our nine-floor factory in China. We make enough formulation for Monday alone to fill three Olympic-sized swimming pools every yr. That’s the amount and scale we’re working on,” she said.