What Luna Bean does

Luna Bean is a US-based direct-to-consumer e-commerce company that sells DIY life-casting kits, enabling consumers to create three-dimensional keepsakes of hands, feet, and baby moments at home. The company's core product is built around a proprietary "Create-A-Mold" alginate-based molding technology, which is the principal technical differentiator and the foundation of the kit experience. Luna Bean sells a focused catalog of approximately seven to eight SKUs across individual and multi-person kits, ornament kits, and deluxe bundles, with pricing ranging from $19.99 to $69.99 per kit.

The business operates a Shopify-powered direct website and supplements distribution through eBay's Global Shipping Program, which has already produced buyer activity in markets including Kuwait, indicating early cross-border demand without an owned international logistics footprint. The company is privately held, with no disclosed funding rounds, no executive team publicly identified, and no revenue, headcount, or operating metrics available. Marketing relies on organic social media presence on Instagram and TikTok and on earned-media coverage in mainstream outlets including CNN, Woman's Day, Good Housekeeping, The Skimm, and a Bachelor tie-in, with a BBB business profile signaling an effort to project consumer trust.

The target customer base spans families, couples, and new parents seeking sentimental, giftable keepsakes, and the product is positioned as an accessible, low-cost ritual rather than a premium custom commission. With no enterprise contracts, no wholesale channel, and no disclosed B2B motion, the revenue model is entirely transactional retail at modest ticket sizes, and the business appears to be operated at small or micro-business scale.

Name

Luna Bean

Legal name

Luna Bean - Casting Keepsakes

Website

https://lunabean.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Luna Bean is a US-based DTC e-commerce company selling DIY hand, foot, and baby life-casting kits built on a proprietary Create-A-Mold alginate formula, targeting families, couples, and new parents seeking keepsake products priced $19.99 to $69.99.

Ownership category

akta.pro rank

Headquarters

HQ city

Ironton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Complete DIY Casting Kits: One-time purchase of complete casting kits containing all materials needed (molding powder, casting stone, containers, tools, instructions) for creating hand/foot impressions. Products include Original Hand Casting Kit, XL Family Kit, Baby Casting Kits, and Ornament Kit.
2. Refill Products: Recurring revenue from consumable refills including alginate molding powder (1lb and 3lb sizes) and casting stone. Enables repeat purchases from existing customers without requiring full kit repurchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Luna Bean sells DIY hand, foot, and baby casting kits that let consumers create 3D plaster sculptures of hands and footprints at home. The product line includes complete casting kits for couples, families, and infants (0–9 months) along with a clay-based ornament kit and consumable alginate powder refills, all using the company's proprietary non-toxic, hypoallergenic "Create-A-Mold" alginate formula.

Product overview

Luna Bean is a DIY life-casting and keepsake company selling hand, foot, and baby casting kits that enable consumers to create 3D plaster sculptures of hands and footprints at home. The product portfolio consists of two categories of complete casting kits (hand/couples kits and baby/infant kits) plus a clay ornament kit, supplemented by consumable refills. The core hand casting kit line includes the Original Hand Casting Kit for couples and the XL Family Hand Casting Kit for larger groups; the baby line includes the Baby Footprint & Hand Casting Kit in 2-Pack and 4-Pack (Deluxe) variants; and the ornament line offers a Baby Handprint Ornament Making Kit using air-dry clay. All kits use Luna Bean's proprietary non-toxic, hypoallergenic alginate molding powder and casting stone, and include step-by-step instructions with optional video tutorials. The refills category offers alginate molding powder in 1 lb and 3 lb sizes for replenishing used kits.

Differentiator

Problem solved

Functional benefit

Products and services

• Luna Bean Hand Casting Kit – The Original Hand Mold Kit for Couples All-in-one DIY hand casting kit for couples that creates a 3D plaster sculpture of two hands joined together. Includes 600g molding powder, 1000g casting stone, plastic molding container, sandpapers, sculpting knife, detailing tools, and step-by-step instructions with video tutorial. Captures fingerprints and fine lines using non-toxic, hypoallergenic alginate. Priced at $42.76.
• Luna Bean XL Family Hand Casting Kit – Extra Large Family Hand Mold Kit Extra-large DIY hand casting kit for families that accommodates up to 4 adult hands or 2 adults with up to 4 children, advertised as suitable for up to 6 hands. Includes twice the materials of the standard couples kit: large molding bucket, 1400g molding powder, 2400g casting stone, and bilingual instructions with QR code linking to step-by-step video tutorial. Non-toxic, hypoallergenic formula with enhanced color-change properties. Priced at $69.99.
• Luna Bean Baby Footprint and Hand Casting Kit (2 Pack) DIY baby footprint and hand casting kit for infants aged 0–9 months. Includes 2 bags of molding powder, 2 bags of casting stone, 2 plastic molding containers (hand and foot), paint brush, pearl and gold paint, sandpaper, detailing stick, and step-by-step instructions. Makes 1 hand mold and 1 foot mold. Uses Luna Bean's signature non-toxic, hypoallergenic "Create-A-Molding" gel. Priced at $29.99.
• Luna Bean Baby Footprint & Hand Casting Kit (4 Pack) – Deluxe Newborn Keepsake Deluxe DIY baby footprint and hand casting kit with 4-pack supplies. Includes 4 bags of molding powder, 4 bags of casting stone, 2 plastic molding containers (hand and foot), paint brush, pearl and gold paint, sandpaper, detailing stick, and step-by-step instructions. Makes 2 hand and 2 foot molds, creating up to 7 keepsakes. Non-toxic, hypoallergenic materials safe for newborns. Priced at $37.99.
• Casting Keepsakes Baby Handprint Ornament Making Kit (Clay Hanging Keepsake Kit) DIY baby handprint and footprint ornament kit for babies aged 0–9 months using air-dry clay (no baking required) to create holiday and display ornaments. Includes 2 packs of soft clay, 2 cutting rings, letter stamps, brush, 2 easels, ribbons in red, pink, and blue, and full directions. Non-toxic, hypoallergenic materials. Ornament can be hung on a Christmas tree, displayed on an easel, or used as a wall hanging. Priced at $19.99.
• Luna Bean Alginate Molding Powder Refill (3 lb, 3-Pack) Refill pack of Luna Bean's custom "Create-A-Mold" alginate molding powder in a 3-pound value pack (3 x 1 lb / 450g). Non-toxic, hypoallergenic, and Crystalline Silica Free. Features bold color-changing properties (pink to white). Contains enough material for 6 adult hands. Compatible with all Luna Bean hand and baby casting kits. Priced at $49.99.
• Casting Keepsakes Luna Bean Alginate Molding Powder Refill (1 lb) Single 1-pound (450g) refill of Luna Bean's alginate molding powder. Non-toxic, hypoallergenic, and Crystalline Silica Free. Color-changing formula (pink to white) for easy timing. Contains enough material for 2 adult hands. Compatible with Luna Bean hand and baby casting kits. Priced at $24.99.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Castin' Craft: Castin' Craft (owned by Activa Products) is a long-standing US maker of DIY casting kits and molding materials including alginate powders, casting stones, and life-casting kits — directly competing with Luna Bean's core product line on retailer shelves and Amazon.
• Pearlwow: Pearlwow sells hand and footprint casting kits directly to consumers via its own e-commerce site, closely mirroring Luna Bean's product positioning and target use cases (couples, families, babies).

Broad incumbents

• Activa Products: Activa Products is the parent of Castin' Craft and a broader specialty manufacturer of decorative and life-casting materials including ReadyMold, Envirotex, and Mold Builder — a wider portfolio incumbent in the DIY casting materials category.
• Creativity for Kids: Creativity for Kids (Faber-Castell) sells a broad range of kids craft kits and activity products through retail and DTC channels — a larger incumbent operating in the same kids and family craft-kit space.
• Melissa & Doug: Melissa & Doug is a large US children's toys and craft brand selling hands-on activity kits and craft products through major retailers and DTC — comparable as a wider incumbent addressing the same parent-driven craft gifting occasion.
• Crayola: Crayola (Hallmark Cards) is a dominant US arts and crafts brand selling activity kits, modeling materials, and craft supplies through mass retail — a much larger incumbent that competes for the same family craft-kit wallet share.
• Mod Podge (Plaid Enterprises): Plaid Enterprises (Mod Podge, FolkArt) is a large US craft supplies brand selling decoupage, paint, and DIY kits through craft retail — adjacent incumbent competing for the same DIY craft consumer wallet.
• Lakeshore Learning: Lakeshore Learning is a US specialty retailer/manufacturer of kids craft, art, and activity kits sold through its own stores and DTC — a relevant incumbent serving overlapping parent-driven craft-kit demand.

Emerging players

• KiwiCo: KiwiCo sells subscription and one-off STEM/art activity kits for kids and families via DTC. While subscription-led, it overlaps with Luna Bean on the parent-child hands-on craft activity occasion and is a relevant benchmark for DTC scale in the kids craft category.

Others

• Smooth-On: Smooth-On is a leading US manufacturer of mold-making and casting materials (alginates, silicones, plasters) primarily sold to prosumer and professional users. It supplies the same underlying chemistry Luna Bean uses but addresses a different buyer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/luna_bean_casting
• TikToktiktok.com/@lunabeancasting
• Xx.com/castingkeepsake
• Facebookfacebook.com/CastingKeepsakes
• LinkedInlinkedin.com/company/lunabean-com

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luna Bean