Lauren SamsFin editor, deputy editor AFR Magazine and fashion editorAug 13, 2026 – 5.00am“This will show you how mad we are,” says Jaimee Lupton. “This is where we started.” She points to a chart on her phone with the names of her existing brands – there are four of them. She scrolls across. “And by 2029, this is what we will own.” The portfolio of brands that Lupton will someday helm include a blind-box toy brand, a new haircare label, a fragrance line and “a really fun textured body care brand” inspired by Korean skincare. There are 19 in total.Jaimee Lupton is an accidental beauty queen. She is not a make-up artist, like Charlotte Tilbury, or a curator of brands like Mecca’s Jo Horgan. She did not channel her passion for wellness into beauty like Miranda Kerr. Lupton is an avid consumer who knows what people want, and she has funnelled that into her portfolio of beauty brands – and for FY27 she’s on track to make more than $1 billion in sales, something she verifies with P&L receipts. “We are getting faster and better,” says Lupton, who chats at a cracking clip over corn fritters at Bills in Surry Hills. “We have major retailers asking us to create brands for them. We are scaling fast because we know how to.”Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Lauren SamsFin editor, deputy editor AFR Magazine and fashion editorLauren Sams is the editor of Fin Magazine, The Australian Financial Review’s luxury quarterly edition. She is also the deputy editor at The Australian Financial Review Magazine and the fashion editor. She writes about the business of fashion and beauty.Fetching latest articles