Lunette
Lunette is a Finnish direct-to-consumer period care brand founded in 2005 that manufactures reusable medical-grade silicone menstrual cups and related hygiene products, selling globally online with a buy-one-donate-one model through The Cup Foundation.
- Company typePrivate
- Founded2005
- HeadquartersJuupajoki, Finland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lunette does
Lunette is a Finnish sustainable period care company founded in 2005, specializing in reusable menstrual cups made from 100% medical-grade silicone. The company manufactures in Finland under ISO-certified, carbon-neutral operations using renewable energy (solar, geothermal) and sells a focused product portfolio including the core Lunette Period Cup (6 colors, 2 sizes, priced at €29.90 with a 10-year lifespan), period panties (€19.90 sale), water-based lube (€15.90), yoni wipes (€12.90), and cup cleaning wipes (€9.90). All products are FDA-registered as medical devices and certified by the Vegan Society, and the company received the only "A" safety rating in the 2023 Danish Consumer Council THINK Chemicals independent test.
Lunette operates an asset-light direct-to-consumer e-commerce model through a Shopify-powered storefront at lunette.com, shipping from a Finnish warehouse with free EU shipping on orders above €50. The legal entity is Lunette Sp. z.o.o., registered in Poland, with no disclosed parent company, institutional investors, or funding rounds. The company is led by founder and CEO Heli Kurjanen. Distribution is exclusively digital/D2C with no third-party retail or marketplace presence.
Revenue is generated through one-time purchases (no subscription), with an attached buy-one-donate-one social impact mechanism via The Cup Foundation, which has distributed over 13,537 donated cups in partnership with MONKI/H&M (2017-2024) and runs programs in 20+ countries across Africa, Asia, and the Caribbean. Customer segments include environmentally conscious consumers, menstrual cup beginners, and active-lifestyle women globally, supported by the "cuptivism" community ambassador program and an extensive educational content library.
Lunette firmographics
Firmographics- Name
- Lunette
- Legal name
- Lunette Sp. z.o.o.
- Website
- https://lunette.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lunette is a Finnish direct-to-consumer period care brand founded in 2005 that manufactures reusable medical-grade silicone menstrual cups and related hygiene products, selling globally online with a buy-one-donate-one model through The Cup Foundation.
- Ownership category
- akta.pro rank
Lunette industry classification
Industry- Product category
- Menstrual Care Products
- NAICS
- Toilet Preparation Manufacturing (32562)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Menstrual Cups (CRABAIAE)
Keywords
Where Lunette is headquartered
LocationHeadquarters
- HQ city
- Juupajoki
- HQ country
- Finland
- HQ region
- Europe
Offices2 records
Markets served
Lunette business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Direct E-commerce Sales: Lunette sells directly to consumers through their Shopify-powered online store (lunette.com). Products include menstrual cups in 6 colors and 2 sizes (29.90€), period panties, lube (15.90€), yoni wipes (12.90€), and cup wipes (9.90€). One-time purchase model with no subscription required. EU shipping free on orders above 50€.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Menstrual Cup (Violet, Blue, Clear, Orange, Pink, Yellow) - 29.90€ |
| Unit Pricing | Pay-as-you-go | Lunette Period Panties - 19.90€ (sale price) |
| Unit Pricing | Pay-as-you-go | Lunette Lube 100ml - 15.90€ |
| Unit Pricing | Pay-as-you-go | Yoni Wipes 20 pack - 12.90€ |
| Unit Pricing | Pay-as-you-go | Cup Wipes 20 pack - 9.90€ |
| Other | Pay-as-you-go | Cuptivist Discount Program |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels9 records
Lunette product offering
Product offeringCore offering
Lunette manufactures and sells reusable menstrual cups made from 100% medical-grade silicone, available in 6 colors and 2 sizes with up to 12 hours of leak-free protection and a 10-year lifespan. The product portfolio extends to complementary period care items including reusable period panties, pH-balanced yoni wipes, individually wrapped cup wipes, and water-based lubricant. All products are sold direct-to-consumer through the company's Shopify-powered online store at lunette.com, with a buy-one-donate-one model through The Cup Foundation donating one cup for every cup purchased.
Product overview
Lunette is a Finnish sustainable period care brand offering a focused portfolio of reusable menstrual products. The core offering is the Lunette Period Cup, available in 6 colors and 2 sizes, made from 100% medical-grade silicone with up to 10-year lifespan. The product line extends to Lunette Period Panties for backup protection, Lunette Yoni Wipes for intimate hygiene, Lunette Cup Wipes for on-the-go cup cleaning, and Lunette Lube for comfortable insertion. All products are manufactured in Finland with ethical production practices, and the company donates one cup for every cup sold through The Cup Foundation to combat period poverty globally.
Differentiator
Problem solved
Functional benefit
Brands
- The Cup Foundation: Charitable arm of Lunette that donates one period cup for every cup sold, working to eradicate period poverty and stigma globally through education and distribution programs
Products and services
- Lunette Period Cup A reusable menstrual cup made from 100% medical-grade silicone, available in 6 colors (Blue, Violet, Clear, Pink, Orange, Yellow) and 2 sizes (Size 1 for light to medium flow, Size 2 for medium to heavy flow). Provides up to 12 hours of leak-free protection, holds 3-4x more fluid than tampons, and lasts up to 10 years. Sold at €29.90 and FDA registered as a medical device.
- Lunette Period Panties Reusable period underwear made from Öko-tex fabrics and organic cotton, designed to hold up to one cup or three tampons of blood. Features high gusset and wide waist panel for leak protection. Available in sizes XXS to XXL. Sold at €19.90 (sale price from €29.90).
- Lunette Lube A 100ml water-based, pH-balanced lubricant made in Finland. Vegan, body-safe formula free from parabens, glycerin, hormones, and artificial fragrances. Compatible with silicone, latex, rubber, condoms, and sex toys. Suitable for menstrual cup and disc insertion as well as intimate use. Sold at €15.90.
- Lunette Yoni Wipes Fragrance-free, pH-balanced feminine wipes for sensitive skin, powered by Arctic Lingonberry extract. Made from 100% plant-based, compostable viscose. Available in 20-pack at €12.90.
- Lunette Cup Wipes Individually wrapped wipes for cleaning menstrual cups and discs. Made with 100% plant-based viscose, 82% denatured alcohol, and 18% water. Compostable but not flushable. Available in 20-pack at €9.90.
Quantifiable outcome
- Over 95% waste reduction compared to disposables
- +5 more outcomes
Companies that use Lunette
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Lunette technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Lunette partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, flagship, major and minor.
- United NationscoreOfficial menstrual cup partner of the UN since 2022, supporting distribution of reusable cups to vulnerable communities worldwide. Lunette became the official menstrual cup partner of the United Nations, supporting global menstrual health initiatives.
- MONKI/H&M CollaborationflagshipLong-term collaboration (2017-2024) donated 13,537 menstrual cups and ran education campaigns promoting period health, body rights, and environmental sustainability across Kenya, Uganda & Tanzania. Flagship partnership demonstrating brand commitment to social impact.
- The Cup FoundationcoreLunette's charity arm established to eradicate period poverty and stigma. For every cup purchased, one cup is donated through The Cup Foundation to girls in need globally. Provides menstrual cups, training of local trainers, and access to comprehensive Cup Manual with guidelines on menstrual and sexual health education. Active in 20+ countries.
- World Vision FinlandcorePartnership to raise awareness and support for girls, including those fleeing FGM in Kenya and Somalia. Provided business starter packs and community training on menstrual health.
- FIDA InternationalcoreLong-standing partnership implementing menstrual health advocacy and training across Tanzania, Uganda, DRC, and Kenya (2020-2021). Institutionalizing MHM ambassadors within churches and local organizations. Also partnered in Malawi (2017-2019) and Botswana (2018).
- FinnpartnershipmajorFinnish organization promoting business between Finland and developing markets with focus on positive development impacts. Partnered on menstrual health initiatives in East Africa.
- Plan International FinlandmajorGlobal organization empowering girls and communities to embrace sustainable menstrual health and gender equality initiatives. Implemented menstrual cup pilot programs and community sensitization workshops in Uganda.
- SEED MadagascarmajorAward-winning British charity implementing sustainable development and conservation projects in Anosy region. Partnership promoting menstrual health and awareness of Madagascar's unique needs.
- Bayer FoundationsmajorCorporate foundation partnership (2022) delivered menstrual cups and workshops to support menstrual health, prevent school absenteeism, and break taboos among teenagers in Ivory Coast.
- Daraja Academy (Kenya)majorProvides exceptional girls with secondary education, life skills, and leadership training to prevent early marriage and promote long-term opportunities. Founded by Jenni and Jason Doherty with Kenyan educator Victoria Gichuhi.
- Giving Wings - Kibera ProjectmajorStockholm-based foundation supporting women and girls in gaining independence through education and healthcare initiatives. Long-term partnership (2015-2020) educated girls in Nairobi's Kibera slums on sexual health and distributed menstrual cups.
- Surge for WatermajorWomen-led nonprofit delivering safe water, sanitation, hygiene, and menstrual health solutions in Haiti, Indonesia, and Uganda. Engages women and girls in every step to create lasting change.
- Femme International & Lund UniversitymajorPartnership with university researchers to study health outcomes from using menstrual cups, including published policy briefs on menstrual cup benefits.
- Guides and Scouts of Finlandmajor#NoMissedSchoolDays Project (2021) supporting girls' school attendance through menstrual education, training, and cup distribution in partnership with Uganda Scouts Association and Uganda Girl Guide Association.
- Kaiko Clothing (Nepal)minorFinnish social enterprise creating fair jobs for Nepalese women. For every cashmere item sold, a menstrual cup from Lunette was donated, supporting women with fair employment and menstrual health resources.
- Harvard Medical School ResearchcoreLunette actively supports research advancing global understanding of menstrual health, including pioneering studies on menstrual blood conducted at Harvard Medical School.
- Astro Cup ProjectminorExploratory project testing how menstrual cups perform in space. Lunette Cup passed spaceflight-condition testing flawlessly, proving sustainable period care functions in microgravity.
Scale indicators8 records
Recent moves4 records
Expansion highlights5 records
Lunette competitors and assessment
Company assessmentDirect peers
- Mooncup (UK): Morgan & More developed the Mooncup, a reusable medical-grade silicone menstrual cup. Direct competitor to Lunette with similar European origin, sustainability positioning, and ethical manufacturing credentials.
- OrganiCup: OrganiCup (now Days for Women) sells reusable silicone menstrual cups via DTC and retail across Europe. Direct competitor to Lunette with similar European focus, medical-grade silicone product, and buy-one-donate-one social impact program.
- Intimina: Intimina offers the Ziggy Cup (menstrual disc) and Lily Cup (menstrual cup) alongside broader feminine wellness products. Comparable to Lunette as a multi-product period care brand with similar medical-grade positioning and global DTC distribution.
- Saalt: Saalt sells reusable menstrual cups and discs made from medical-grade silicone, plus period underwear. Direct competitor with overlapping DTC model, similar price points, and complementary product line including discs where Lunette is more cup-focused.
- Cora: Cora sells organic tampons, pads, liners, and menstrual cups via DTC and retail. Comparable to Lunette through its reusable cup offering and sustainability-driven mission, though broader in product range and founded later (2016).
- DivaCup: DivaCup is one of the original menstrual cup brands, offering reusable silicone cups in a similar two-size format. Direct competitor to Lunette in the same product category with overlapping target customers and DTC distribution model.
Emerging players
- Thinx: Thinx pioneered reusable period underwear with strong brand recognition. Comparable to Lunette as a purpose-driven sustainable period care brand with overlapping customer segments, though focused on underwear rather than cups.
- Rael: Rael sells organic menstrual care products including cups, pads, and tampons via DTC. Comparable to Lunette through its clean-ingredient period care positioning and reusable cup offering, though broader product portfolio and primarily US-focused.
- The Flex Company: The Flex Company manufactures the Flex Disc, a single-use menstrual disc. Comparable to Lunette as a modern period care brand with strong DTC and venture backing, though operates in a different sub-category (discs vs cups) and uses single-use positioning.
Regional players
- Modibodi: Modibodi is an Australian period underwear and reusable leakproof apparel brand. Comparable to Lunette in the reusable period care category with similar sustainability and ethical-production positioning, but focused on underwear and primarily serves APAC markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Lunette social profiles
Digital presenceLunette compliance and trust
Trust signalCompliance7 records
Lunette financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lunette leadership team
Management profileNumber of profiles
Profiles1 record
Lunette funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lunette M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lunette
What does Lunette do?
Lunette manufactures and sells reusable menstrual cups made from 100% medical-grade silicone, available in 6 colors and 2 sizes with up to 12 hours of leak-free protection and a 10-year lifespan. The product portfolio extends to complementary period care items including reusable period panties, pH-balanced yoni wipes, individually wrapped cup wipes, and water-based lubricant. All products are sold direct-to-consumer through the company's Shopify-powered online store at lunette.com, with a buy-one-donate-one model through The Cup Foundation donating one cup for every cup purchased.
Is Lunette a public or private company?
Lunette is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lunette founded?
Lunette was founded in 2005. It employs 11 to 50 people.
Where is Lunette based?
Lunette is headquartered in Juupajoki, Finland, in the Europe region.
How does Lunette make money?
One revenue line is on record: direct E-commerce Sales.
Who are Lunette's main competitors?
Direct peers on record are Mooncup (UK), OrganiCup, Intimina, Saalt, Cora and DivaCup. Emerging players are Thinx, Rael and The Flex Company. Modibodi is listed as a regional player.
Does Lunette have an API?
No public API is recorded for Lunette.
What industry is Lunette in?
Lunette's product category is Menstrual Care Products. Its primary akta.pro industry code is CRABAIAE, Menstrual Cups. Its NAICS code is 32562 and its SIC code is 2844.