Katy Cottam is the CEO and founder of Luna Daily, a London-based microbiome body care brand she launched in 2022. With over a decade of senior brand marketing experience across L’Oréal, BOL Foods, and Charlotte Tilbury, Cottam built Luna Daily to address a gap she had experienced herself: the absence of body care products safe enough for all skin, including intimate areas, without the stigma of the “feminine hygiene” category.
Luna Daily’s tagline, “head, vulva, knees and toes,” says a lot about Cottam’s approach. She is not trying to sell a niche wellness product. She is challenging a structural disconnect that has existed in the personal care industry for decades.
The Career Behind it:
Cottam spent roughly 14 years in FMCG brand marketing before founding Luna Daily. She joined L’Oréal in 2012 and later joined BOL Foods as one of five founding members, leading brand, marketing, and innovation. Her most senior corporate role came at Charlotte Tilbury Beauty, where she served as Global Head of Omnichannel and then Global Head of Brand Marketing between 2018 and 2020. After a period of independent brand strategy consulting, she launched Luna Daily in March 2022.
That professional track record is directly visible in how Luna Daily is built and positioned. The brand leans hard into retail distribution as its primary growth engine, with direct to consumer accounting for just around 15% of revenue.
Building Luna Daily:
In March 2023, Luna Daily secured $3.7 million in seed funding from investors including Redrice, Joyance, and Velocity Juice, as well as angel investors. The brand has since expanded its investor base to include Unilever Ventures.
Luna Daily is now stocked at Sephora, Boots, Cult Beauty, and Marks & Spencer in the UK, as well as at Sephora across the Middle East, and can be found in up to 3,000 doors and is also sold on Amazon. The brand more than doubled revenue in 2024, and doubled again in 2025.
In April 2023, Luna Daily was officially stocked in US based Sephora stores. Then in early 2026, the brand began rolling out in Ulta Beauty, starting with an online preview before moving to front of store placement ahead of a full merchandising unit across US doors.
Rather than relying on paid media, Luna Daily’s most effective marketing channel has been organic creator and influencer partnerships, driven by what Cottam describes as genuine belief in the brand mission, often rooted in personal experience.
The Problem She is Solving:
Cottam developed Luna Daily after her own experience with prolonged antibiotic use at 19 left her with long term skin and microbiome sensitivity. She found that conventional body washes and soaps were no longer suitable, and the available intimate care products felt clinical, stigmatised, and outdated. That personal experience became the brief.
Luna Daily’s core proposition is that intimate skin is simply skin and should be treated with the same level of care, safety, and design as the rest of the body. Products are developed with the Luna Daily Medical Collective, a team that includes dermatologists, gynaecologists, a pelvic health physiotherapist, and a menopause practitioner.
The brand has been recognised in Mintel’s report “Explore New Ways to Redefine Intimate Care,” which looks at how the intimate care category can be elevated beyond basic hygiene. Luna Daily is also a founding partner of GenM, an organisation leading a positive menopause movement.
Influence Beyond the Product:
Cottam is vocal about the misinformation that has historically surrounded women’s body care and anatomy, and uses her platform, including her LinkedIn, to speak directly to this. She has spoken publicly about how the personal care industry has kept intimate care fragmented, and why dissolving that fragmentation rather than simply modernising it is the more useful approach.
For Cottam, retail placement is itself a tool for shifting consumer behaviour. Having Luna Daily available next to facial skincare and makeup products, she argues, does the work of changing the narrative around what body care can and should include.
She is building a brand in a category that most established players have either ignored or misunderstood. That combination of industry experience, personal conviction, and commercial discipline is what makes Katy Cottam a founder worth paying attention to in the women‘s health and body care space.
