Launched: 2022
Key Executives:
2025 Full Year Expected Revenue Range: <$10 million
2025 Projected Offline Distribution Points: 1,000
Primary Category: Bodycare
Other Categories: Personal Care
Key Markets: North America, United Kingdom, Middle East
Retail Partnerships: Sephora, Boots UK, Cult Beauty
Primary Distribution Channel: Prestige
Other Distribution Channels: Drugstore
Funding Rounds: Venture Capital
Total Funds Raised: $6 million
In 2024, Luna Daily closed a new investment round welcoming Unilever Ventures to the cap table. This investment comes alongside follow-on investment from existing partners Redrice Ventures and Joyance Partners as well as new angel investors Michelle Kennedy (founder, Peanut), Aaron Chatterley (co-founder, Feelunique, Indu), Jane Henderson (Chairman of Beauty and Wellness, Mintel), and Taos Edmondson (dmg Ventures, Focal Ventures).
In March 2023, Luna Daily closed a $3.7 million investment round from UK firms Redrice Ventures, Joyance, Velocity Juice, and angel investors.
Notable Investors / Funding Partners: Unilever Ventures, Redrice, Joyance, Michelle Kennedy (founder, Peanut), John Kenney (founder, Cult Capital)
Notable Advisors / Board Members: Sarah Watt (NED, CEO at Gisou), James Houston (Supply Chain and Operations, Ex-Charlotte Tilbury leader, L'Oréal , Pat McGrath Cosmetics), Ian Hardie (Ex-LVMH VP), Kirsty Hathaway (JOAN Creative)
After a successful career in the beauty industry, first at L'Oréal and most recently as Global Head of Brand at Charlotte Tilbury, I gave up my job in the pandemic to set up Luna Daily.
Luna Daily was born from my own teenage experience of getting thrush after an intensive course of antibiotics, fundamentally changing my gut and skin microbiome. From that moment onwards, I wasn’t able to use traditional body products to care for my intimate skin, but I really resented having to use the “feminine hygiene” products available, with all the “what’s wrong with her?” associations.
It got me thinking, why are we so ashamed to talk about a part of our body that’s so important to us? Why should the vulva even need separate products to the rest of our bodies?! And how many other women are hiding products in their cupboards because they feel this way? It turns out, too many.
Head, Vulva, Knees and Toes … meet Luna Daily. On a mission to connect women to each other and their entire bodies with their range of microbiome balancing bodycare products for all skin, even intimate.
In addition to creating a new product category all together, I am passionate about normalizing conversations and revolutionizing education for women (and people with vulvas), so that less feel like I felt as a 19-year-old and more feel like I do today—free of the shackles of shame and confusion.
Insights provided by Katy Cottam, Founder + CEO
Key business initiatives for 2025?
Free thousands more women of the taboo and shame historically associated with intimate care. Be happy and healthy. Find a hack to jetlag.
What are you most proud of having accomplished?
In just two years, we've become the first bodycare brand that caters to intimate skin to launch into a Sephora North American store (alongside Maude sexual wellness), and the first ever motherhood range to launch in Sephora. I truly believe the retail landscape and customer shopping environment plays such a huge part in changing shopping and therefore consumer behavior. The fact that you can discover a Luna Daily product alongside a facial skincare or color cosmetics product does so much to reduce the shame and taboo historically associated with buying these products.
What has been the biggest surprise?
Going viral! The Lipstick Lesbians discovered our Spray-To-Wipe (our on-the-go innovation born out of seeing a gap in the unsustainable “wipes” market) in a Sephora store, and one piece of content garnered over 5 million organic views and immediately sold us out (and has since sold out a further three times). I serendipitously then bumped into them a few weeks later in NYC, and they filmed me going over and saying thank you (which then also hit 1 million views). They're now firm friends of mine, and they're everything I love about this industry and the incredible community of women supporting our mission.
What fuels your competitive advantage?
We uniquely bridge the bodycare and intimate care categories, resolving the key tensions which exist in both. My ultimate vision is that the whole “feminine hygiene” category is eradicated altogether. Designed for “everywhere” (from your head, vulva, knees, to toes …) Luna Daily means no more harsh soaps or shower gels that you have to keep away from intimate skin, and the end of embarrassing intimate products hidden in the cupboard.
The second is the Luna Daily medical collective. A team of incredible OBGYNs, dermatologists, formulation specialists, and more. They drive trust, credibility, and knowledge expertise and are deeply involved in all product development.
Our products are unique and defensible. World-first, IP-owned and trademarked formulations, bespoke, owned sustainable packaging (Spray-To-Wipe), all clinically tested and clean at Sephora. Serving a true need, our Spray-To-Wipes have saved over 20 million wipes going to landfill.
Our route to market. Retail is backing the booming bodycare and intimate care categories; we’re the chosen brand to partner with. We’ve landed an unprecedented global footprint in less than two years in Sephora, Boots, and Cult Beauty.
Finally, our education and community ecosystem (of over 80,000 women), serving them with much needed resources and education on our owned channels, plus fighting for change to improve access to education for women. As an example, successfully galvanising Meta to change their advertising guidelines for women's health.
Insight on the future of the beauty industry.
Bodycare is here to stay as the new “fifth” category (alongside skin, cosmetics, hair, and fragrance), and credible, expert-led, premium brands are driving this growth.
Multifunctional, hard-working formulas that fit women's desire to have fewer products in their regimes.
Focus on the importance of maintaining positive microbiome health, especially for skin (the human's largest organ, 94% of which is below the neck), and its holistic connection to wider health (e.g., gut).
The importance of true community and the influence nano and micro creators will play in supporting brand success.
What is the best piece of advice you’ve been given?
Surround yourself with people who you think are much smarter than you.
What is the best mistake you've ever made and what did you learn?
Sitting on the idea for fifteen years before deciding to launch Luna Daily. However, I do believe (serendipitously or subconsciously), getting the experience I have in the beauty wellness industry has been integral to the brand's success, and perhaps the wider timing has been important; even five years ago, I'm not sure the world was quite ready. So I've learned that everything happens for a reason.
What advice would you give to someone contemplating launching a beauty brand?
If your toes are on the edge of the diving board (and you're hesitating), just do it. It’s worse to live with the regret of not doing something than giving it a go and it not working out! But objectively (through market research), check that the world actually needs the product or service you're thinking about.
