Consumers are usually concerned with the manufacturing process, when it is related to body care products. Hence, the world is seeing a new era of cosmetic products that are organic, produced in a natural way, and free of toxins and other chemicals.
The demand for these organic products is visible simply because they mean no harm to skin, hair, gut, and for consumers in general. Leveraging this drive for organic products, Luna Daily has products that are 100% recyclable and made with 50% recycled materials
Luna Daily was founded on November 25, 2019, by Katy Cottam to connect women to their bodies and normalize conversations around intimate care and women’s health. Headquartered in London, United Kingdom, Luna daily is distinguished in the cosmetics industry of the UK as a bodycare brand that offers gentle and effective bodycare products.
Let us delve into the Success Story of Luna Daily.
Luna – Name and concept
“The name ‘Luna’ itself is significant, translating to ‘moon’ in many languages. It represents a daily presence that is both powerfully influential and visibly reassuring, connecting women across the globe. Luna Daily aims to shine a light on topics that have been hidden in the shadows for far too long.
Their philosophy is simple yet inclusive: ‘Head, vulva, knees and toes, microbiome balancing body care for all skin, even your most intimate. And for all stages of Womanhood.’
But Luna Daily’s mission extends beyond just its revolutionary products. The brand is dedicated to connecting women to each other and to their bodies in a holistic way. The brand believes this begins with education that supports understanding, further enhanced by open and honest conversations among women of all ages and life stages.
Luna Daily – Start Up story
Katy’s teenage experience of getting thrush after an intensive course of antibiotics had a fundamental impact on her gut and skin microbiome.
After this, traditional body products irritated her intimate skin, and she felt limited by the ‘feminine hygiene’ options available, sensing a stigma attached to them.
This led her to ask some important questions: ‘Why are we so ashamed to talk about a part of our body that’s so important to us? Why does the vulva even need separate products from the rest of our bodies? And how many other women are hiding these products in their cupboards because they feel the same way?
The answer she discovered was far too many. So, with the help of expert dermatologists and gynaecologists (the Collective), Luna Daily was born. Katy’s vision was clear: no more keeping harsh body products away from intimate skin and no more hiding products in the cupboard.”
Promises Of Luna Daily
Luna Daily aims to revolutionize the way women care for their intimate skin by providing products that are both effective and free from stigma. It has made several promises to its customers:
- Products that care
We promise to bring you expertly developed, microbiome-balancing body care for everywhere, even your intimate skin
- Education and conversation
We promise to share resources for education and promote conversation around all women’s ages and life stages.
- Giving it to you straight
We promise to unapologetically connect women to each other and with their entire bodies – including the parts we’ve been taught to hide.
Luna Daily has partnered with Lady Garden to change the future of female health by making it easy and natural to discuss Womanhood and Gynaecological health, whilst raising funds to support the initiatives of The Lady Garden Foundation in reducing the devastating impact of Gynaecological cancers.
Investments in intimate body care brand Luna Daily
Among other angel investors, Unilever Ventures, the venture capital division of the massive consumer goods company that owns Dove, Simple, and Tresemmé, led a round of fundraising for the intimate body care firm Luna Daily. The company said that the amount, which was not disclosed, is more than £2 million, bringing the brand’s total funding to date to £4.7 million.
Redrice Ventures, Joyance & Partners, and fresh angel investors, who have followed the brand’s development since its beginning, contributed to earlier fundraising rounds.
Luna Daily entered the intimate care market with a focus on packaging and marketing. Luna Daily’s products are microbiome balancing, natural and vegan, while being free from soaps, allergens, sulphates and parabens. Its sensitising formulations, zeitgeist packaging and inclusive marketing suit the mood consumers now search for. They have successfully hit mass-market appeal — all while retaining a grassroots outlook.
Products and services
Luna Daily is focused on intimate and body care, offering an exclusive product range that caters to microbiome-balancing solutions for all skin types, including sensitive areas. Its innovative products include the Everywhere Spray-To-Wipe Mini, a pocket-sized cleansing spray for full-body use, and the Perineal Prep Oil, designed to nourish and prepare skin for childbirth.
The brand has three distinct product ranges: Original (for daily care), Fragrance-Free (for sensitive or allergy-prone skin, including pregnancy and post-birth), and Hydrating (for dry or hormonally changing skin, including perimenopause and menopause). Luna Daily’s formulations are vegan, pH-perfect, and developed with dermatologists and gynecologists to ensure microbiome balance.
In addition to intimate care, Luna Daily has expanded its offerings to cater to motherhood with targeted products such as stretch mark oils, post-birth soothing sprays, and hospital bag essentials kits. These products aim to address the unique skincare needs of expectant and new mothers.
Luna Daily- Business model
Luna Daily operates on a strategic and transparent business model. Under the Luna Daily brand, the company designs innovative intimate care products and collaborates with manufacturers to bring them to market. The core of Luna Daily’s operations is conducted online, leveraging direct-to-consumer (D2C) channels such as its website and major e-commerce platforms like Sephora and Harrods.
In addition to its strong online presence, Luna Daily has expanded into physical retail locations, including Sephora stores in North America and Harrods Beauty in the UK. This multi-channel approach ensures Luna Daily’s products are widely accessible, catering to the needs of diverse customers across global markets
Product sales and revenue
Luna Daily’s direct sales of a diverse range of intimate and body care products constitute a significant portion of its revenue. The brand offers innovative items designed for all stages of womanhood, contributing to its growing market presence.
Luna Daily provides subscription services that allow customers to receive regular deliveries of their favorite products. This model creates a consistent and recurring revenue stream, enhancing customer loyalty and convenience.
Luna Daily increases its revenue through strategic marketing efforts. This includes influencer partnerships, social media campaigns, and collaborations that promote the brand and its products, moving away from traditional advertising methods to build long-term relationships with consumers.
The brand reported a 1000 percent year-on-year sales increase in 2023, coupled with an entrance into Sephora in the US — Luna Daily was prime for investment.
Luna Daily – Awards
Luna Daily has received several accolades that highlight its innovative approach and commitment to body care:
- iF DESIGN AWARD 2025: Luna Daily’s product collection was honored with the prestigious iF DESIGN AWARD 2025, recognizing its outstanding design quality. This award is a significant achievement in the design community, showcasing Luna Daily’s commitment to creating aesthetically pleasing and functional products.
- Top UK Femtech in StartUp 100: The brand was recognized as one of the top companies in the UK femtech sector, emphasizing its impact on women’s health and body care.
- Hyer 50 Impact Award: Luna Daily received this award for its contributions to promoting inclusivity and open conversations about body care.
- Beauty Matter Future Top 50: This recognition places Luna Daily among the most promising brands in the beauty industry, highlighting its innovative approach to intimate care.
- Boots UK Supplier of the Year: Luna Daily was awarded this title, reflecting its successful partnership with Boots and its growing presence in retail.
In line with its strategic vision, Luna Daily aims to drive its next phase of growth by expanding its presence in offline retail, complementing its strong online operations. This approach reflects the brand’s recognition of the importance of physical retail in the personal care market.
The beauty and personal care industry is constantly evolving, with consumers increasingly prioritizing sustainability, transparency, and ethical practices. Luna Daily has demonstrated resilience by adapting its strategies, focusing on innovation, and building strong consumer relationships to carve out a niche in the competitive market.
By expanding its retail presence and staying true to its core values, Luna Daily is set to redefine the future of intimate care, ensuring that women feel confident, informed, and empowered in their bodies.
