At baby showers, soon-to-be mothers are often gifted fragrance-free lotions, gentle body washes and soothing balms for their impending newborns, but almost nothing giving them a bit of much-needed pampering. Luna Daily has set out to change that with its latest launch, Motherhood Collection.
Priced from $14 to $42, the five-product collection is the first range dedicated to moms to hit Sephora in the United States. It will debut on the beauty specialty retailer’s website on June 25. In the United Kingdom, it will launch at Cult Beauty on June 17 and on Boots’ site and in its stores on June 19.
Speaking of Sephora in particular, Cottam says, “As with most retailers, the vision is how [to] cater to the whole bathroom. There’s real white space opportunities…With the credibility we have built with our body care positioning, I think they felt like it would also be a natural extension for their customers who maybe have already engaged with Luna Daily. From a brand product standpoint, I think we fit all the buckets that Sephora wants, a brand that is aesthetically beautiful, but the products, the formulations, the packaging have been thoughtfully executed and are really credible.”
The collection goes beyond common belly salves to targeted products for an array of skin conditions and ailments expectant and new moms encounter. In another first for it, it will mark the first time shoppers can buy perineal oil online at Sephora. Luna Daily’s $32 Perineal Prep Oil is a lightweight massage oil formulated to help the body prepare for birth by nourishing, protecting and softening perineal skin.
Via the QR code on Perineal Prep Oil’s packaging, consumers can access a tutorial on a massage technique developed by pelvic health physiotherapist Marta Downer, a member of Luna Daily’s so-called collective of experts. Regular perineal massage in the weeks leading up to birth reduces the risk of perineal tearing or episiotomy during childbirth. Another product in the Motherhood Collection, $14 Post-Birth Soothing Spray, is also for the perineum. Founder Katy Cottam says Sephora had no qualms about carrying products for one of the body’s most private areas.
Priced at $22 and $28, respectively, The Everywhere Motherhood Wash and Nip + Lip Balm round out the collection. Cottam calls Nip + Lip Balm her favorite product in the collection. Housed in a tube, it has a cooling silver tip that can be refrigerated to produce an instant cooling effect on the skin.
“Pretty much all nipple balms are lanolin, so they’re not vegan, they’re really sticky, they’re often in tubs you have to dip your finger in,” says Cottam. “Some of my friends talked about these silver nipple caps being transformative for when they were breastfeeding, being the only thing that helped soothe their nipples. It’s a one-handed product, so if you have a baby in the other hand, you are good.”
The Motherhood Collection is only Luna Daily’s latest addition to its Sephora lineup. Last month, it introduced $46 stretch mark and scar product The Skin Support Oil and $56 post-surgery and acne remedy The Repair Treatment. Along with Sephora’s site, those products are available at Cult Beauty.
The Motherhood Collection will live on Sephora’s site in the wellness section. It extends from single products to the $42 Hospital Bag Essentials Kit containing Nip + Lip Balm and mini versions of The Post-Birth Soothing Spray and The Everywhere Motherhood Wash. Sephora isn’t carrying the kit immediately. UK-based Luna Daily first debuted in the US in 2022 and at Sephora US in 2023.
Cottam, former global head of brand marketing at Charlotte Tilbury, started Luna Daily in London in 2019. The brand expanded to the U.S. in 2022 and entered Sephora last year. For the rollout of Motherhood Collection, Luna Daily partnered with Peanut, an app Cottam describes as “Tinder for new moms.” Peanut founder Michelle Kennedy is an investor in Luna Daily.
Luna Daily raised a $3.7 million seed round from British venture capital firms Redrice, Joyance and Velocity Juice as well as angel investors and a smaller pre-seed round prior to it. The brand reported an over 1,000% year-over-year increase in sales last year.
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