46. Luna Daily – microbiome-friendly skincare from top to toe

Founder: Katy Cottam
Founded: 2019
Website: luna-daily.com

“Luna Daily was born from my own teenage experience of getting thrush after an intensive course of antibiotics, which had a fundamental impact on my gut and skin microbiome,” founder Katy Cottam tells us. “From that moment onwards, I wasn’t able to use traditional body products to care for my intimate skin. But, I really resented having to use the ‘feminine hygiene’ products available, which have all the ‘what’s wrong with her?’ associations.”

With the help of expert dermatologists and gynaecologists, Luna Daily was born. The goal was to produce a consumer-friendly, microbiome balancing body care range that’s suitable for all skin, whether that’s in intimate areas or not. 

“There’s no more having to keep harsh body products away from intimate skin, and no more hiding products in the cupboard,” Cottam enthuses.

I really resented having to use the ‘feminine hygiene’ products available, which have all the ‘what’s wrong with her?’ associations

“I was so frustrated with the social stigma surrounding a part of our body that’s so important to us. Why should the vulva even need separate products to the rest of our bodies?! And how many other women are hiding products in their cupboards because they feel this way? 

For too long the feminine care industry had been selling us products that actually often made the problem worse, without providing any education on intimate care and health.”

Since starting the business in 2019, Cottam has gone from handling the teething issues of an all-new brand, to navigating the challenges of running a growing one. This has meant everything from restructuring teams, to reacting as best-sellers go out of stock, to launching a new website, changing suppliers, and raising further funding.

Fortunately, the latter has been a true success story for Luna Daily. Building on an initial fund raising round of £2m, Cottam has since secured further investment to take the total to date to over £4.5m. Most excitingly, this has included backing from the Unilever Ventures family, bringing with it unparalleled expertise in the beauty industry.

We are on a mission to normalise conversations and provide education on all aspects of women's health and women's bodies

Cottam has now launched Luna Daily’s first ever Motherhood Collection with Sephora North America, taking a rapid step into internationalisation of her brand within five years of its inception. 

As for her wider ambitions, Cottam would draw attention to the brand name itself and its importance for the mission of the business. “Luna translates as the moon in many languages,” Cottam tells us. “It’s powerful, yet visibly reassuring, and shining a light on topics that have been shrouded in darkness for so long.” 

This, too, is a key element of the brand strategy. “Our revolutionary products are just the start,” Cottam insists. “We are on a mission to normalise conversations and provide education on all aspects of women’s health and women’s bodies. Change starts with conversation, and I hope in five years’ time we will have made topics long considered taboo normalised, so women can feel empowered about their bodies and the changes throughout womanhood.”