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Breaking the taboo: Female-founded Luna Daily raises £3.6M to end stigma around intimate care

Luna Daily
Image credits: Luna Daily

Luna Daily, a London-based intimate body care brand, has secured £3.6 million in a Seed funding round led by Redrice, Joyance Partners, Velocity Juice (also backed Plend), and Angel investors. 

The round’s significant backing provides Luna Daily with a majority female cap table and will facilitate the brand’s global expansion, particularly in North America. 

Luna Daily will use the funds to accelerate new product development and to further its mission to eradicate shame and normalise the conversation around intimate care.

Connect women of all ages and stages

Founded by Katy Cottam, Luna Daily has developed a line of microbiome-balancing body care products designed for all skin types, including the most intimate skin. 

Katy Cottam, founder, and CEO of Luna Daily said: “For so many women, their intimate skin is an afterthought, only prioritised when there is a ‘problem’ and they’re forced to use outdated feminine hygiene products which have ‘what’s wrong with her?’ associations.”

These products cater to women and individuals with vulvas across various life stages, ranging from puberty to menopause.  

“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,” adds Cottam. 

First brand to feature in Sephora

Luna Daily has become the first UK intimate care brand to launch exclusively at global beauty retailer Sephora. 

“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 startup to be the first ever UK brand of our kind to launch in Sephora, helping to grow this category and educate their clients,” says Cottam. 

Luna Daily’s products will be available at more than 260 stores across North America, with online listings going live on 4th April 2023, followed by in-store availability from 14th April 2023. 

The brand has already gained significant retail distribution in the UK and became the first of its kind to launch on and Harrods Beauty in January 2023.

The brand’s products will be listed by the global retail giant, Sephora, online and across 260+ stores in North America ((04.04.23 online, 14.04.23 in-store). 

In the UK, Luna Daily has secured significant retail distribution to date and in January ‘23 launched onto and into Harrods Beauty as the first intimate care brand of its kind.

Sephora’s ‘Next Big Thing’ wall will feature Luna Daily’s innovative Spray-To-Wipe product, the world’s first natural eco-alternative to single-use wipes. 

One bottle of the product is equivalent to 300 wipes, resulting in 2 million wipes being saved from landfills in 2022 alone, says the UK company.  

As the brand’s research shows that 43% of women feel their washing routines are causing them to have a gynae issue, the funding will also be used to establish a female intelligence platform, including educational resources and a 24/7 live chat function with medical experts to improve education around intimate care.

Cindy Deily, VP of Skincare Merchandising at Sephora said: “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.” 

Claire Cherry, Investment Partner at Joyance said: “We invest in the future of health and happiness, and back businesses that delight and bring joy. Luna Daily fits perfectly within this ethos and meets a clear need in the feminine health market.”

Flavia Richardson, CCO at Velocity Juice said: “Velocity Juice’s mission is to empower founders to accelerate their growth. We are proud to have backed Luna Daily as an emerging leading consumer brand focused on addressing the ever-increasing needs of female health.”

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