Elevating Self-Care: Habit by Day Launches

Elevating Self-Care: Habit by Day Launches

Auckland, New Zealand – Habit by Day, the innovative new personal care brand, founded by Erna Basson, is set to redefine the FMCG personal care market with its launch exclusively at Woolworths NZ on 23 June. This wellness-inspired range of body washes and hand washes transforms everyday habits into mindful rituals, offering a unique blend of luxury and affordability.  Habit By Day is part of the TCBC Group that includes cult favourite beauty brand – Frula Beauty.

About the Brand:

Habit by Day was conceived from the personal journey of Erna Basson, the entrepreneur behind Frula Beauty. “I am so excited for this brand launch,” says Basson. “Last year was our first year in the exciting world of FMCG, and it was full of learnings. I look forward to launching this brand with all our learnings and continue to give customers everyday value.”

The brand encourages individuals to slow down, be present, and savor life’s simple pleasures. Each product is crafted with a wellness blend of Chamomile, White Tea, and Passion Flower extracts, known for their calming and soothing properties. These botanicals provide not only a luxurious experience but also wellness inspired benefits, promoting a sense of tranquillity and mindfulness in daily routines.

Product Range:

Habit by Day’s product lineup includes three exquisite fragrances:

  • Guava & White Lotus: Invigorates the senses with a refreshing blend.
  • Lychee & Coconut: Hydrates and revitalises with an exotic fusion.
  • Jasmine & Sandalwood: Soothes and relaxes, perfect for unwinding.

The range consists of:

  • 3 x 900ml Body Washes
  • 3 x 450ml Hand Washes
  • 3 x 900ml Hand Wash Refills

Designed for a luxurious look and feel, the packaging is made from recyclable plastic, with hand wash refills providing two refills per bottle, significantly reducing plastic waste. The brand’s commitment to sustainability is a key differentiator, aligning with the growing consumer demand for eco-friendly products.

Market Insights:

Habit by Day’s launch is strategically timed to capitalize on several key market trends. The economic climate has driven consumers to seek more value in their everyday purchases without compromising on quality. The bodycare category is booming, driven by consumers’ elevated expectations for high-quality ingredients and luxurious experiences at accessible prices.

Future Vision:

Habit by Day is proudly made in New Zealand, with a long-term vision to expand globally. “Our long-term goal is to have this brand on shelves worldwide,” Basson states. “This will highlight the high quality of New Zealand beauty products and put our industry on the world stage.”


With its wellness-inspired formulations, commitment to sustainability, and strategic positioning in the market, Habit by Day is poised to make a significant impact in the FMCG personal care sector. Consumers can look forward to a product line that not only meets the demands of modern consumers but also sets new standards for luxury and affordability.


For more information please contact:

About Habit By Day: Habit By Day is a wellness-focused personal care brand founded by Erna Basson. Inspired by the need to slow down and embrace mindful living, Habit By Day offers luxurious body washes and hand washes infused with natural botanicals, transforming everyday habits into moments of tranquility.

Scroll to Top