Luna Daily bags £3 million investment and launches into US with exclusive listing in Sephora

UK startup Luna Daily has closed a £3 million investment round and has entered into North America as the first exclusive UK intimate care brand to launch at Sephora. 

Led by Redrice, Joyance Partners, Velocity Juice and Angel investors, the seed round will be used to support the global expansion of Luna Daily a year after it was founded by Katy Cottam (former Global Head of Brand Marketing at Charlotte Tilbury).

The brand's products will be listed by Sephora, both online and across 260+ stores in North America.

In the UK, Luna Daily has launched onto Harrods.com and into Harrods Beauty.

Its Spray-To-Wipe product will be featured on Sephora’s ‘Next Big Thing’ wall and is pitched as the world’s first natural eco-alternative to single use wipes - one bottle is equivalent to 300 wipes; in 2022, the brand estimates it saved two million wipes from going into landfill. 

Its research shows that 43% of women feel their washing routines are causing them to have a gynae issue.

Therefore, the funding will also be used to establish an online platform, including educational resources and 24/7 live chat function with medical experts to improve education around intimate care.

Cottam says: “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women, their intimate skin is an afterthought, only prioritised when there is a ‘problem’ and they’re forced to use outdated feminine hygiene products which have ‘what’s wrong with her?’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.”

“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.”

“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.”

Cindy Deily, VP Skincare Merchandising at Sephora, says: “We’re 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.” 

Robert Senior, Founder of Fallon, ex Worldwide CEO, Saatchi & Saatchi and Partner at Redrice, says: “We back early stage businesses that have the courage and insight, foresight and resilience to try and rewrite the agendas and accepted norms.”

“Katy has smuggled the difficult conversations into mainstream parlance with a surefooted elegance, evidenced by her partnership with Sephora, whose purpose is not to shock rather to delight its shoppers. We felt Luna Daily is shockingly delightful and we’re thrilled to be a part of the journey.”