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Luna Daily launches new ‘Motherhood’ collection as it looks to “revolutionise” the category

Sophie Smith
11 June 2024

Microbiome-balancing bodycare brand Luna Daily has expanded its product line-up with a new Motherhood collection, designed to support women’s bodies through pregnancy, post-birth and beyond.

The range has been developed with a collective of dermatologists, gynaecologists and a pelvic floor physiotherapist to help "transform routine daily care into desirable rituals" with six new products.

This includes a Post-Birth Soothing Spray, Perineal Prep Oil, Everywhere Motherhood Wash and Nip + Lip Balm, as well as a Hospital Bag Essentials Kit and Mum to Be Kit boasting a selection of products.

Katy Cottam, Founder of Luna Daily, said: "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.

"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."

Luna Daily was launched in 2019 to give women a choice and combine bodycare with the outdated ‘feminine hygiene’ category.

Its line-up of gentle yet effective products form part of the brand's wider mission to connect women to each other and their entire bodies, with education that drives understanding and normalises the conversation around intimate care and women's health.

With the debut of its new Motherhood collection, the brand has strengthened this ethos by partnering with Peanut, a platform for women that collaborates with brands to help their community navigate fertility, pregnancy, motherhood, and menopause.

Michelle Kennedy, Founder of Peanut and investor in Luna Daily, said: “Finding a brand and founder, in Katy and Luna Daily, where the ethos so closely matches Peanut's is really invigorating.

"Two female-founded businesses that are supporting women through all stages of life. I was engaged instantly with the Luna Daily product offering and positioning and how multi-functional the product range is and also in the innovation pipeline, in particular the Motherhood range, really listening to feedback on the category and creating a product offering in a space that has been previously overlooked."

Read TheIndustry.beauty's recent interview on how Katy Cottam is championing women’s health with her microbiome balancing bodycare brand Luna Daily.


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