Luna's period positivity mission


What makes Luna special? What is our message to girls? 

What does Luna offer?

Luna is an online community that supports girls through their first and subsequent periods, and empowers them by normalising periods, busting myths, challenging the status quo and fighting taboos and stigmas.

Along with this community support, Luna provides customers with a highly customisable subscription service, that delivers packs monthly, in phase with their period.

Because knowledge is power, educating our audience about periods and what to expect are core founding principles. We promote the values of empowerment, education and authenticity through Instagram and Facebook, which are our most popular social channels.

What makes Luna different?

Luna is solely focused on the tween and teen audience; girls going through puberty and experiencing and managing periods for the first time.

Luna believes that every girl should have a positive first period experience, and every girl should have the support and knowledge available to enable her to manage her period with dignity.

While products are important to managing periods, Luna is also focused on the understanding and accessibility of products – knowing what they are and ensuring their packages arrive before they need to buy them – ensuring girls are represented and have a voice on menstrual hygiene and that there is a brand dedicated to their experience.

What's the inspiration behind Luna?

I wasn’t prepared for my first period and it wasn’t a positive or empowering experience. I was scared and embarrassed, which could easily have been avoided if I had been given access to products before I started and exposed to information targeted to my age. 

I was one week shy of my 13th birthday and got my period before Google, Facebook and Instagram were around, so access to information was non-existent and nobody talked openly about periods.

It was an important milestone that I experienced in isolation.

So, I wanted to create a service that celebrates periods, makes them as fun as possible and provides a service that educates girls while empowering them.

What was the biggest challenge start Luna?

Funding was and continues to be the main hurdle. Having a good idea is one thing but if you can’t put it into action it remains just that, a good idea.

Start-ups drain money because it takes time to generate revenues (let alone profits) while you still need money to develop and promote your business. So, it’s a constant juggle trying to make it all work.

How important is the brand to the success of Luna?

Essential, vital – there is no business without the brand, the brand is the business. Tampons, pads, menstrual cups have all been invented.

We’re not reinventing the wheel here. What we’re doing is bringing periods into the 21st century and saying it’s not okay that girls are still embarrassed by their periods, it’s not okay that girls are still in the dark about their periods, or missing school because they don’t have access to proper menstrual hygiene.

We can, and we should want to do better, and it's the brand that communicate these messages. 

How will you measure the influence of your brand on the success of Luna?

I want Luna to be a household name, one that’s automatically associated with period positivity, first period experiences and menstrual hygiene.

If we can achieve that then we will have successfully broken down the barriers we face (such as the taboo around periods).

I want families and girls and boys to be educated about periods, and I want honest and open conversations to occur – I want Luna to drive that, to be the catalyst for change. 

Where do you see Luna in five years' time?

I want Luna to be a household name in New Zealand, I want every girl who is about to or has started their period to think of Luna and how Luna can support them.

I want all girls to feel connected and engaged by Luna and feel that it’s a community that represents them and provides them with a platform to share their experiences and feelings about such an important step on the journey to womanhood.

Kelly Gregor