Luna Daily enters the U.S., secures $3.7 million investment

By

Jennifer Braun

Published
Mar 28, 2023

Intimate care brand Luna Daily announced on Tuesday the brand's U.S. debut via a partnership with Sephora. 

To support the new market entry and expansion into brick and mortar retail, Luna Daily also announced the closing of a $3.7 million investment from UK firms Redrice, Joyance, and Velocity Juice, as well as angel investors.

As part of the partnership, Luna Daily will be available in over 260 Sephora stores across the U.S. as of May, and on Sephora.com beginning on April 4, 2023.

The brand will introduce all three of its ranges for women including their best-selling hero The Everywhere Spray-To-Wipe, the world's first natural, eco alternative to single-use wipes, The Everywhere Wash, a natural, gentle cleansing wash, and The Everything Oil, a lightweight, deeply moisturizing, multi-tasking oil clinically proven to visibly reduce ingrown hairs, dark spots, redness, and bumps for smooth, soft skin. 

The move makes Luna Daily the first exclusive UK intimate care brand to launch at Sephora, as the retailer newly enters the category. 

“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,” said Cindy Deily, VP skincare merchandising at Sephora .

“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.”

Luna Daily is a female-founded, microbiome balancing body care brand, founded by beauty-industry veteran Katy Cottam and formulated with dermatologists and gynecologists. It is over 70% female owned and has a 70% female senior leadership team.

“Luna Daily was born out of personal experience of not being able to use traditional body care products for my intimate skin, frustrated at the outdated feminine hygiene products available with all of the 'what's wrong with her' associations. With the help of medical experts including dermatologists and gynecologists, I created Luna Daily – microbiome balancing body care for all your skin, even your most intimate. And revolutionizing a new category of products is only part of our mission – with Luna Daily, I want to help normalize conversations and change education, connecting women to each other and their entire bodies,” said Cottam.

“I am so thrilled to be partnering with Sephora as the leading global beauty retailer driving forward this movement. The retail environment is integral to helping us redefine the category and consumer shopping behavior and it's a huge moment to be the first ever brand of our kind in a Sephora store alongside established beauty categories.”