Luna Daily

Luna Daily is a British cosmetics and feminine hygiene brand founded in London in 2019 by Katy Cottam. The company focuses on body care, intimate care and broader intimate wellness, positioning these products as part of everyday personal care rather than as subjects surrounded by embarrassment or stigma. Cottam’s concept for the brand was influenced by her own experience using conventional body-care products and by the cultural discomfort often associated with feminine hygiene. Before founding Luna Daily, she worked for major beauty businesses including L’Oréal and Charlotte Tilbury, experience that informed the brand’s beauty-led approach to intimate and body care. The brand operates in the expanding intersection of beauty, personal care and feminine wellness. Its proposition is based on treating intimate and vulval care as a normal component of a wider body-care routine, using consumer-facing branding and retail presentation more commonly associated with skincare and cosmetics. Available reference material describes Luna Daily as a manufacturer of female body-care and intimate-wellness products, although it does not provide a complete product catalogue or detailed formulation information. Luna Daily is a privately held company headquartered in London. In March 2023, it secured $3.7 million in seed funding from Redrice, Joyance and Velocity Juice, alongside angel investors. The investment supported the company’s development and expansion. In April 2023, the brand entered United States Sephora stores, giving it a significant international retail channel. Later that year, it became available through Boots locations in the United Kingdom and online through ASOS, broadening its access across both specialist beauty and mainstream retail channels. Brand communication has been an important part of Luna Daily’s market strategy. In November 2023, it worked with advertising agency JOAN on a campaign centered on the word “Vulva.” The campaign included projecting the word onto Tate Modern in London, using a highly visible public-art setting to challenge the silence and stigma surrounding female anatomy and intimate care. The activity reflects Luna Daily’s broader effort to make intimate-care language more direct and culturally acceptable. In 2024, Luna Daily expanded beyond its established body-care and intimate-wellness positioning with a range intended for pregnancy, the post-birth period and life beyond childbirth. This broadened the brand’s relevance to new mothers and extended its focus across additional stages of women’s health and personal care. In July 2024, Unilever Ventures invested more than £2 million, bringing the brand’s reported cumulative funding to £4.7 million. Luna Daily remains an independent, privately held brand, with retail presence in the United Kingdom and United States documented in the available reference material.

Luna Daily was established in London in 2019 by Katy Cottam. The brand originated from Cottam’s personal experience with conventional body-care products and her view that feminine hygiene was frequently treated as embarrassing or separate from mainstream beauty. Her previous work at L’Oréal and Charlotte Tilbury provided experience in beauty and skincare branding, which helped shape Luna Daily’s approach to intimate and female body care. The company developed as a privately held manufacturer of female body-care and intimate-wellness products. Its central idea was to bring intimate and vulval care into ordinary personal-care routines and to discuss these products with less euphemism. Rather than treating feminine hygiene solely as a functional category, Luna Daily presented it through a beauty and wellness lens. The company’s first documented major financing event came in March 2023, when it raised $3.7 million in seed funding from Redrice, Joyance, Velocity Juice and angel investors. The financing coincided with a period of retail expansion. In April 2023, the brand began being stocked in Sephora stores in the United States. It subsequently expanded into British Boots stores and the ASOS online platform later that year. Luna Daily also used public-facing campaigns to address the social discomfort surrounding intimate anatomy. In November 2023, the company and agency JOAN created the Vulva campaign, including a projection of the word “Vulva” onto Tate Modern. The campaign made the brand’s anti-stigma positioning highly visible and linked its products to broader cultural discussion about women’s bodies. In 2024, Luna Daily widened its offering with products designed for pregnancy, the post-birth period and continued use beyond childbirth. This move extended the company’s addressable audience and connected its intimate-care proposition with maternal and life-stage personal care. In July 2024, Unilever Ventures invested more than £2 million. The investment brought the company’s reported total funding to £4.7 million. The available material identifies Luna Daily as an active, privately held British brand with retail activity in both the United Kingdom and United States.

• 2024

  Pregnancy and post-birth range

  [1]Luna Dailyen.wikipedia.org

  The company introduced products for pregnancy, the post-birth period and continuing care for new mothers.

• 2024

  Unilever Ventures investment

  [1]Luna Dailyen.wikipedia.org

  In July, Unilever Ventures invested more than £2 million, bringing reported cumulative funding to £4.7 million.

• 2023

  Seed funding round

  [1]Luna Dailyen.wikipedia.org

  In March, Luna Daily secured $3.7 million in seed funding from Redrice, Joyance, Velocity Juice and angel investors.

• 2023

  United States Sephora launch

  [1]Luna Dailyen.wikipedia.org

  In April, Luna Daily became stocked in Sephora stores in the United States.

• 2023

  Boots and ASOS distribution

  [1]Luna Dailyen.wikipedia.org

  Later in the year, the brand expanded into British Boots stores and online retail through ASOS.

• 2023

  Vulva campaign

  [1]Luna Dailyen.wikipedia.org

  Luna Daily and JOAN launched a campaign that included projecting the word “Vulva” onto Tate Modern.

• 2019

  Luna Daily is founded in London

  [1]Luna Dailyen.wikipedia.org

  Katy Cottam founded Luna Daily as a brand focused on female body care, feminine hygiene and intimate wellness.

Beauty-led, stigma-reducing body and intimate care for women, with an emphasis on normalising vulval and feminine hygiene products as part of everyday personal care.

• Body care

  Female body-care products

  Luna Daily’s body-care range forms part of its effort to treat intimate and gender-specific care as an integrated part of everyday personal care. The available reference material identifies female body care as a core area but does not provide individual product names or detailed specifications.

• Feminine hygiene and intimate care

  Intimate and vulval care

  Intimate and vulval care is central to Luna Daily’s brand proposition. The range is presented within a beauty and wellness context and supports the company’s goal of making discussion of female anatomy and intimate hygiene more direct and less stigmatised. Individual products are not identified in the available source.

• Maternal and life-stage personal care · 2024

  Pregnancy, post-birth and beyond range

  Introduced in 2024, this range broadened Luna Daily’s offering to address personal-care needs during pregnancy, after birth and beyond. It extends the brand’s intimate-wellness approach into a life-stage category focused on new mothers. The available material does not list the individual products in the range.

• 2023Vulva

  United Kingdom

  Created with advertising agency JOAN, the campaign used the word “Vulva” prominently and included projecting it onto Tate Modern in London. The public installation supported Luna Daily’s broader message that female anatomy and intimate care should be discussed openly.

  Outcome. The campaign increased the visibility of Luna Daily’s anti-stigma positioning; no independently reported commercial outcome is specified in the available material.

  Source

• 2024

  Launch pregnancy and post-birth care rangeProduct launch

  Background

  Luna Daily sought to extend its intimate-wellness proposition across additional female life stages.

  Action taken

  The company introduced a range for pregnancy, the post-birth period and beyond.

  Aftermath

  The launch broadened the brand’s product scope toward maternal and new-mother care.

  Source

• 2024

  Accept Unilever Ventures investmentM&A

  Background

  The privately held brand was raising capital to support continued development and expansion.

  Action taken

  Unilever Ventures invested more than £2 million in July 2024.

  Aftermath

  Reported total funding raised reached £4.7 million.

  Reported cumulative funding raised. £4.7 million (July 2024)

  Source

• 2023

  Expand into United States specialty beauty retailStrategy

  Background

  Luna Daily was seeking wider distribution after establishing its British brand proposition.

  Action taken

  The brand entered Sephora stores in the United States in April 2023.

  Aftermath

  The move gave Luna Daily a documented retail presence in the United States.

  Source

• 2023

  Broaden United Kingdom distributionStrategy

  Background

  The brand pursued additional access points beyond its existing channels.

  Action taken

  Luna Daily entered British Boots stores and began selling online through ASOS later in 2023.

  Aftermath

  The brand expanded its presence across British pharmacy and online fashion retail channels.

  Source

1. 1Luna Dailyen.wikipedia.org