From late-night conversations to a soulful brand with purpose

We did not start Luna Selene on a whim. We had been talking about it for years, between work, between moves, between versions of ourselves. We kept returning to the same idea: there had to be a gentler, more intentional way to care for yourself.

One day in early 2024, we huddled around an old, beat-up laptop and pressed send. An email to a skincare manufacturer I had been working with for years as one of my design clients. We had no idea what the future held, but that moment changed everything.

Suddenly, we were no longer just dreaming about a brand. We were building it.

The vision was not always easy to sell

We had the concept, the passion, the story. What we did not have, at first, was anyone who truly understood it.

We were not launching another skincare line. We were creating something rooted in emotion, healing, and presence. For a while, that did not translate easily in boardrooms. Some investors wanted quick wins. Some advised us to simplify the message or follow trends. But that was never the point.

We stood firm.

Eventually, we found the right people. Ones who invested not only money but also belief. They trusted us to build Luna Selene our way, grounded, slow, thoughtful.

Choosing the products

When the first sample boxes arrived from the manufacturer, it suddenly felt real. We cleared the table, sat side by side, and unpacked each one carefully. Plain glass jars and bottles, their labels contained numbers, but full of potential.

We did not make the formulas ourselves, but we worked with the best. We approached the process like artists. We tested everything: textures, scents, absorption. We took frantic notes, compared versions, and poured over every ingredient as though we were writing our biographies.

We were not only looking for perfection. We were looking for a feeling. For something that made you pause. That felt like care, not correction.

The launch October 2024

By autumn, we were ready. We launched with four core products:

Lunar Radiance Citrus Toning Elixir
Alpha Glow Botanical Cleansing Balm
Lacus Temporis Pro Collagen Serum
Moonshadow Tattoo Balm

There was an agency involved in bringing the brand to life, but it was not your typical setup. This was personal.

I called in favours from people I had built relationships with over the years working in design and branding. Writers, marketers, and entrepreneurs became our first allies.

Every part of the brand was crafted through a mix of skill, trust, and belief in the vision. It was still a hustle. Still full of late nights, feedback loops, tears, and edits no one was paid enough for.

But it mattered more because it was built on care.

And people felt it.
The first orders came in, followed by messages that made us cry:
“This feels like a ritual.”
“There is something different about this.”
“I see myself in your story.“

What we have achieved in under a year

• Created and launched a brand with soul
• Found investors who share our values
• Built a visual and emotional identity that resonates deeply
• Filed our trademarks
• Grown an organic audience
• Shipped to customers and influencers across the UK and Europe
• Shared our story and been heard
• Been featured in newspapers and online magazines
• Won industry awards (more announcements on that to come!)
• Set up two business locations (UK and EU)
• Fought battles no one has seen
• Continued to grow as women and as friends

What is next

We are dreaming even bigger. More products. More rituals (not just skincare). Deeper connection with our community. But always rooted in the same intention: presence, healing, and a return to self.

Luna Selene was never just about skincare. It is about remembering who you are, even in the smallest of moments.

We are here to keep growing slowly, intentionally, honestly.

Thank you for being part of this

If you have supported us, shared a post, placed an order, or simply felt seen by our words, thank you. You are part of the Luna Selene story.

And this is only the beginning…