Love Luna

What Love Luna does

Love Luna is an Australian direct-to-consumer e-commerce brand specializing in reusable period underwear and adjacent feminine hygiene apparel. The company targets menstruating consumers across life stages and augments its core offering with dedicated product lines for teens (FIRST by Love Luna), maternity, incontinence, and menopause or perimenopause (ACCLIMATIZE sleepwear), alongside a period swimwear range. Products are sold primarily through the company's own e-commerce store, with a Stockist wholesale program adding third-party retail distribution. International shipping is offered to Australia, New Zealand, Papua New Guinea, and the United Kingdom.

The company's product proposition centers on proprietary leak-protection construction, including patented seam technology, alongside explicit PFAS-free material positioning. In its sleepwear line, Love Luna integrates HeiQ Smart Temp thermoregulation technology in partnership with materials-science firm HeiQ, representing a notable technical collaboration for a brand of its scale. The portfolio structure of differentiated sub-brands allows segment-specific positioning while sharing a common underlying reusable-apparel platform.

The business model is DTC-first e-commerce revenue, supplemented by wholesale. Economics derive from one-time reusable apparel purchases that displace recurring disposable hygiene spend, with customer lifetime value extended through fit-driven repeat purchases and cross-category upsell across the sub-brand portfolio. Pricing is set per garment rather than via subscription, and growth is pursued through category adjacency and geographic expansion rather than through disclosed enterprise contracts, marketplace dominance, or scale-driven cost advantages.

Name

Love Luna

Website

https://loveluna.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Love Luna is an Australian direct-to-consumer e-commerce brand selling reusable period underwear and adjacent feminine hygiene apparel, with sub-brands covering teens, maternity, incontinence, and menopause sleepwear, shipping to Australia, New Zealand, Papua New Guinea, and the United Kingdom.

Ownership category

akta.pro rank

Product category

Reusable Period Care Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Period Underwear (CRABAIAG)

akta.pro secondary industries

Panties & Briefs (CRAAAIAB), Maternity & Nursing Intimates (CRAAAIAH), Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL)

Keywords

• Reusable period underwear
• Menstrual care products
• Period swimwear
• Incontinence underwear
• Maternity sleepwear

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Love Luna generates revenue through direct-to-consumer sales via their e-commerce website (loveluna.com). Customers purchase products individually at set price points. The company ships products across Australia with free shipping over $100 AUD.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Love Luna designs, manufactures, and sells reusable period underwear and related menstrual care apparel directly to consumers through its own e-commerce website. Its core range includes multi-layer absorbent period briefs (Core, Seamfree, Luxe, Super lines) in multiple absorbency levels, plus period swimwear, incontinence/LBL underwear, teen period products (FIRST by Love Luna), maternity/postpartum apparel, ACCLIMATIZE thermoregulating sleepwear, and supporting accessories such as menstrual cups, reusable pads, and washbags.

Product overview

Love Luna is an Australian period care company offering a comprehensive range of reusable period protection products. The core product line consists of period underwear available in multiple absorbency levels (Medium, Medium+, Super) with various styles (Full Brief, Midi Brief, Bikini Brief, Shortie, Boyleg). The product portfolio also includes specialized ranges for teens (FIRST by Love Luna), period swimwear, Luxe premium line, LBL/incontinence underwear, maternity & postpartum products, and ACCLIMATIZE cooling sleepwear. Supporting products include reusable pads, liners, menstrual cups, washbags, and period ready packs. The company emphasizes PFAS-free, reusable, and sustainable period protection with 4-6 layer absorbency technology.

Differentiator

Problem solved

Functional benefit

Brands

• FIRST by Love Luna: Sub-brand designed for younger growing bodies, made in junior sizes, targeting teens and tweens for first period products.

Products and services

• Period Underwear (Core Range)
• Seamfree Period Underwear
• Super Period Briefs
• Luxe Period Briefs
• LBL / Incontinence Underwear
• Teen Period Underwear (FIRST by Love Luna)
• Teen Period Swimwear
• Period Swimwear (Adult)
• Maternity & Postpartum Products
• ACCLIMATIZE Sleepwear
• Luna Menstrual Cup
• Reusable Pads and Panty Liners
• Bra Sweat Liner
• Washbags
• Period Ready Packs
• Love Luna Gift Cards

Quantifiable outcome

• Absorbency: Medium 10-15ml (2-3 tampons), Medium+ 15-20ml (3-4 tampons), Super 40ml (5-6 tampons)
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Aisle (formerly Lunapads): Canadian reusable menstrual products brand offering period underwear, pads, and underwear liners with a long-standing sustainability positioning. Comparable product technology and DTC model, particularly for the reusable pads/liners category.
• Modibodi: Australian-founded reusable period underwear and leakproof apparel brand. Closest direct competitor with overlapping product range (period, incontinence, maternity, swim, activewear) and similar DTC-first GTM, often considered the category leader in Australia.
• Thinx: US-based period underwear pioneer with similar multi-layer absorbency technology and DTC-led model. Targets the same adult and teen segments and represents the international reference point in this category.
• Knix: Canadian leakproof underwear and intimates brand. Direct competitor offering period underwear, activewear, postpartum, and sleepwear lines with a strong DTC and community-driven marketing model comparable to Love Luna.
• Ruby Love: US-based period underwear and leakproof apparel brand with comparable multi-layer absorbency technology. Overlaps with Love Luna across period, swim, and incontinence use cases through a similar DTC channel.
• Saalt: US-based brand offering reusable period underwear, menstrual cups, and pads with a sustainability focus. Comparable DTC model and product breadth overlapping with Love Luna's underwear-plus-menstrual-cup lineup.
• Proof: US period underwear brand focused on leakproof and incontinence apparel. Comparable in product technology and target segments, particularly around heavy-flow and bladder leakage.

Emerging players

• Carra: Emerging reusable period underwear brand focused on soft, sustainable, and inclusive designs. Competes with Love Luna in core period briefs at similar price points with comparable product positioning.

Regional players

• TOM Organic: Australian organic feminine hygiene brand offering pads, tampons, and liners with a sustainability and natural-materials angle. Adjacent competitor in the Australian feminine care space targeting similar conscious-consumer segments.

Broad incumbents

• Bonds (Hanes Australasia): Iconic Australian underwear and apparel brand that has expanded into reusable period underwear. A mass-market incumbent leveraging existing retail distribution and brand trust rather than specializing in period care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@loveluna.australia
• Facebookfacebook.com/loveluna.australia
• Instagraminstagram.com/loveluna.australia
• TikToktiktok.com/@loveluna.australia
• Pinterestau.pinterest.com/lovelunaaustralia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Love Luna