Hair-raising drama for Sydney-based supermodel Georgia Fowler

Sydney-based supermodel Georgia Fowler is standing by a haircare line, despite scathing online reviews claiming the products make hair ‘burn off and fall out’.

The founder of a haircare line fronted by Sydney-based supermodel Georgia Fowler has come out swinging after hundreds of scathing online reviews claimed the products made hair “burn off and fall out”.

Jaimee Lupton, who founded Monday Haircare in her native New Zealand two years ago, claims her company is the victim of an “organised smear campaign” which has generated the fake reviews in an effort to harpoon her international success.

Georgia Fowler is the face of Monday Haircare. Picture: David Swift

Hundreds of the reviews, many published on the review aggregator Productreview.com.au and various Facebook groups, claim Monday shampoo and conditioner causes a range of serious side effects, including burning scalp, rapid hair loss and, in one case, weeping scabs.

“The most toxic dangerous product left scalp with burns and lesions from the shampoo and conditioner. Will never recommend,” reads one recent post.

Another said: “Falling out in clumps!!! … my scalp is itchy and almost raw.”

Monday Haircare co-founder Jaimee Lupton with childhood friend Fowler.

However Lupton, who enlisted childhood friend Fowler as a brand ambassador, says she believes the reviews are fake and are being posted by an organised group determined to derail the company’s rapid success.

Lupton believes the reviews are a campaign to discredit her business. Picture: Instagram

Since launching in 2019, Monday haircare is now sold in the US and Australia, and has plans to expand into Europe later this year.

The company has inked major retail deals with Target, Walmart and UK chemist giant Boots.

“Unfortunately we have been a victim of our success in a way,” says Lupton, who believes the poor reviews are being written by a “rogue” group of rivals and disgruntled hair stylists who object to the brand’s claim the products are salon quality.

“I’ve had a woman abuse me in the street — screaming at me that the products aren’t salon quality,” Lupton says. “That’s how crazy this has all become.

“But ultimately we are talking about soap. There is just no way that anything in this product does what these reviews claim. It’s just not possible.

“The ingredients are all regulated by European Union standards and we’re on the shelves of some of the world’s biggest retailers.

“How could we achieve that with a dangerous product?”

Lupton also believes her partner, Kiwi tycoon Nick Mowbray — who oversees the multibillion-dollar toy company Zuru — can be a target for trolls.

“I think we are seen as too successful. Unfortunately that has made us a target,” she says.

Fowler has stuck by the brand, opting to remain as Monday ambassador despite the controversy.