Female-founded brand Luna Daily has closed a £3 million seed round and achieved a listing in Sephora, becoming the first exclusive UK intimate care brand to launch into the beauty retailer.
Luna Daily was founded in 2022 by Katy Cottam, former head of brand marketing at Charlotte Tilbury, to give women a ‘choice’ by combining body care with the outdated ‘feminine hygiene’ category. The brand creates microbiome-balancing products for all skin and is designed ‘for women and people with vulvas across all life stages from puberty, through motherhood, to menopause’.
I created Luna Daily to give women a choice about how they care for their bodies – as we say, from head, vulva, knees and toes
The investment, led by Redrice, Joyance Partners, Velocity Juice and Angel investors, will support the brand’s global expansion, enabling it to drive new product development and further its mission ‘to eradicate shame and normalize the conversation around intimate care’. It will also be used to establish a female intelligence platform, including educational resources and 24/7 live chat function with medical experts to improve education around intimate care.
“For so many women, their intimate skin is an afterthought, only prioritized when there is a ‘problem’ and they’re forced to use outdated feminine hygiene products which have ‘what’s wrong with her?’ associations,” says Cottam. “My vision is to get rid of this ‘feminine hygiene’ category altogether. I created Luna Daily to give women a choice about how they care for their bodies – as we say, from head, vulva, knees and toes.”
After launching into Harrods in January, Luna Daily is heading to Sephora this month, both online and in over North American 260 stores. The brand’s innovative Spray-To-Wipe product – an eco-alternative to single use wipes – will be featured on the beauty retailer’s ‘Next Big Thing’ wall.
Luna Daily offers products that support the unique needs of women at all stages of life
“We’re proud to be leading the next evolution in the female wellness category and Sephora is the perfect retail partner, boldly championing this category and celebrating innovations from emerging brands like ours. It’s a huge milestone for a UK start-up to be the first ever UK brand of our kind to launch in Sephora, helping to grow this category and educate their clients.”
Adds Cindy Deily, VP skincare merchandising at the retailer: “Sephora is thrilled to partner with Luna Daily and continue bringing our clients best-in-class products that support all their beauty and wellness needs. With its inclusive approach and effective, clean formulations, Luna Daily offers products that support the unique needs of women at all stages of life and helps reinforce Sephora’s commitment to this important, growing category of intimate care. We look forward to introducing Luna Daily to our Sephora community and know it will be a wonderful addition to our assortment.”
