Katy Cottam, founder of Luna Daily is a woman on a mission to make her business the number#1 womanhood brand Globally, supporting women of all ages & stages. We caught up with her to find out about her story so far, her plans for expansion and the challenges she has faced.

Could you share more about your personal experience that has influenced your understanding of feminine hygiene and body care? 

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. 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, with all the “What’s wrong with her?” associations. It got me thinking… “Why are we so ashamed to talk about 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?” It turns out, too many.

So, with the help of expert dermatologists and gynaecologists (the Collective), Luna Daily was born. No more having to keep harsh body products away from intimate skin and no more hiding products in the cupboard. Head, vulva, knees and toes, microbiome balancing body care for all skin, even your most intimate. And for all stages of Womanhood.

And our revolutionary products are just the start – we have a big mission at Luna Daily to connect women to each other and their entire bodies. I believe it starts with education that drives understanding, amplified by conversations between women of all ages and stages, together.

My ultimate vision is that the whole ‘feminine hygiene’ category is eradicated altogether. Designed for ‘everywhere’ (from your head, vulva, knees, to toes…), Luna Daily means no more harsh soaps or shower gels that you have to keep away from intimate skin, and the end of embarrassing ‘intimate’ products hidden in the cupboard.

Now, while I don’t agree with the feminine hygiene industry, and how it has persuaded women that they need specific products to ‘clean’ their vulvas (even the word ‘hygiene’ implies something is dirty), I understand completely why a woman would want to use a product to wash their vulva. Unlike the vagina, the vulva doesn’t have its own self-cleansing mechanism. The vulva―which is the area outside the vagina, including the labia—is covered in sweat glands very similar to those under our arms (called apocrine glands).

I created Luna Daily because I want to use something more than water (and it turns out I’m not alone―64% of women feel the same). And so, I feel very passionately that it should be the same for other women.

 What are some of the key challenges you have faced to date within the business?

  Any founder who’s launched a brand amidst the pandemic will attest to how difficult the environment has been, and to some extent continues to be. Raising awareness for the category and the brand and dispelling long-standing myths and taboos, in a world where we’re not taught at school and unfortunately social media still censors (did you know vulva and vagina are some of the most censored words on social media?!).

Fundraising – it’s no new news that less than 2% of funding goes to women, and i’m beyond proud of the investment we’ve raised, and a cap table filled with brilliant women (and men!) and a predominantly female senior leadership team. 

 Can you share your plans for further expansion?

My vision is to be the #1 womanhood brand Globally, supporting women of all ages & stages. Our short-term focus is on growing within the North American and UK home markets within our chosen retail partners. Sephora and Boots will therefore continue to be a focus in each market respectively, alongside key other partners including Sephora UK and Cult Beauty. Our brand new Motherhood range has been in development for four years, and is the next step in our mission. It’s launching in both Sephora and Boots amongst other key retailers, and we’re excited to be helping revolutionise their categories here, and in the case of Sephora NA, we’re the first motherhood brand they’re stocking which is huge – both for us and for women going through this life stage.

What future trends do you see in the body and intimate care industry, and how is Luna Daily positioned to lead in this field? 

My ultimate vision is that the ‘feminine hygiene’ category in its current guise is eradicated altogether. Designed for ‘everywhere’ (from your head, vulva, knees, to toes…) Luna Daily means no more harsh products that you have to keep away from intimate skin, and the end of embarrassing ‘intimate’ products hidden in the cupboard. That being said, I see the body care category continuing to thrive and Luna Daily being able to play an important role in providing clinically tested, expert-developed, efficacious products to support women through every life stage – including when women become mothers too!

With 67% of women feeling a loss of identity as they become mothers, and 72% of women feeling totally invisible with motherhood, it’s clear that needs are not being served by the industry. I like to think future trends will include catering to this underserved demographic, just as Luna Daily is. With our new Motherhood range, we’re hoping not only to revolutionise the product category with our expert-developed, clinically tested products in under-serving categories, but to ensure that women truly feel seen during this life stage.

What advice would you give to other women looking to start their own business in the beauty or personal care industry?

Be really clear on your purpose and your why, surround yourself with phenomenal people who believe unequivocally in your mission, truly have a point of difference and obsess over product formulation, quality and safety, and remember to enjoy it – life flies past quicker than you’ve ever known! 

What would be your ride or die product from the collection?

Oooh hard one. The nip and lip balm – it’s a beautiful formula which instantly melts into your skin, so has been perfect for my dry lips, and I love the cooling silver tip. My most gifted to friends has been the hospital bag essentials kit!