ZURU, known globally for its disruptive innovation in toys, is shaking up the fast-moving consumer goods (FMCG) sector with its new consumer goods venture, ZURU Edge.

The brand has launched MONDAY Haircare, an award-winning haircare range that is now available in Clicks Stores across South Africa. This marks a significant milestone for ZURU’s move beyond toys into the world of everyday consumer products, applying the same innovative approach that has made them a leader in the toy industry.

MONDAY Haircare is more than just shampoo and conditioner; it’s a brand that challenges traditional beauty norms. Known for its high-performing formulas, MONDAY is designed to deliver salon-quality results at an affordable price point. The range, which includes Moisture, Smooth, Volume, and Repair, caters to different hair types and needs, with formulations infused with natural ingredients like coconut oil, shea butter, rice protein, and vitamin E.

“MONDAY is a true disruptor in the haircare market. It’s a brand that combines quality, sustainability, and affordability in a way that resonates deeply with today’s consumers. We are thrilled to bring MONDAY to the South African market, where we see a growing demand for premium yet accessible beauty products,” says Glenn Ambrose, Country Manager at ZURU.

The packaging is also a key feature of MONDAY’s innovation. The iconic pink bottles are made from recyclable plastic and are designed to look beautiful on any bathroom shelf, making them Instagram-worthy while promoting sustainability.

“We’ve seen incredible growth for MONDAY worldwide, and the South African market is no different. Consumers are seeking beauty products that deliver on quality and affordability, and MONDAY ticks all the boxes,” adds Ambrose. “MONDAY Haircare has quickly gained global recognition since its debut.”

“We have partnered with a local South African distribution company, Alchemy Business Development in order to increase the footprint of the brand across several retail points in the country,” he explains. “Our local partnership spans across traditional retail with Clicks and through e-commerce platforms Superbalist and Takealot with the view to expand this in the coming months.”

He adds that the brand has expanded into key international markets such as Australia, New Zealand, the United States, and the United Kingdom, where it is already a top-seller in major retailers like Walmart and Target and now available in South Africa via Clicks “With over 15 million bottles sold globally, MONDAY has garnered numerous accolades, including being named a Best of Beauty winner by Allure Magazine.”

Ambrose explains that ZURU’s decision to enter the FMCG market through ZURU Edge is driven by the company’s philosophy of disruptive innovation. “The company is applying the same bold strategies that made it a giant in the toy industry to the consumer goods sector,” he adds. “ZURU Edge focuses on leveraging data, design, and marketing to create high-quality, affordable products that disrupt traditional market categories.”

“At ZURU, we are always looking for ways to apply our disruptive thinking across different industries. With ZURU Edge, we’ve embarked on a journey to bring better consumer products to market—products that are innovative, accessible, and designed for modern consumers. MONDAY Haircare is the perfect example of this vision,” Ambrose adds. “We’re confident that MONDAY will be a hit with South African consumers, and we encourage retailers to get in touch for stock opportunities.”

Akhona Mongameli

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Akhona Mongameli