BeautyTalks with Raana Kashani Gregg, Founder and CEO of LUNAESCENT

What was the inspiration behind launching your product/brand?

LUNAESCENT was born from two personal needs. When my son was diagnosed with eczema as a toddler, I had to apply his steroid cream with my fingers. I quickly realized that a significant amount of the medication was being absorbed into my own skin, which not only triggered dermatitis on my hands but also made it difficult to accurately measure his true medical dosage—resulting in either too much or too little medication.

At the same time, I became increasingly frustrated with my own skincare routine, finding my fingers inefficient, wasteful, and unhygienic for applying products. When I couldn’t find a suitable solution on the market, I decided to create one myself.

Through thoughtful design evolution, I developed a patent-pending applicator & massager that is a unique, versatile, and multipurpose skincare tool. It is ideal not only for the hygienic application of everything from skincare and makeup to medication and sun protection but also for massaging, depuffing, cleansing, exfoliating, and more.

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

At LUNAESCENT, we are passionate about our innovative applicator & massager because it provides a hygienic, effective, and eco-friendly way to apply any type of topical skincare product. By preventing contamination and avoiding unwanted absorption of product into fingers and under fingernails, LUNAESCENT minimizes waste, preserves product efficacy, and can save users hundreds of dollars annually.

Our product is not a mass produced/low quality CPG. Crafted from platinum-grade, food-safe silicone, LUNAESCENT’s pads are nonporous, nonreactive, and nontoxic—a safer alternative to plastic tools (jade rollers, mask brushes) that can leach microplastics and stone tools (gua sha) that harbor bacteria and germs. The pads also retain temperature, allowing them to be cooled or warmed for enhanced product absorption and a soothing massage experience.

“Crafted from platinum-grade, food-safe silicone, LUNAESCENT’s pads are nonporous, nonreactive, and nontoxic—a safer alternative to plastic tools.”

What are your brand values?

Transparency, quality, and sustainability.

Walk us through your development process — from ideation to the product we see on the shelf.

LUNAESCENT was born from two personal needs. When my son was diagnosed with eczema as a toddler, I had to apply his steroid cream with my fingers. I quickly realized that a significant amount of the medication was being absorbed into my own skin, which not only triggered dermatitis on my hands but also made it difficult to accurately measure his true medical dosage—resulting in either too much or too little medication.

At the same time, I became increasingly frustrated with my own skincare routine, finding my fingers inefficient, wasteful, and unhygienic for applying products. When I couldn’t find a suitable solution on the market, I decided to create one myself.

Through thoughtful design evolution, I developed a patent-pending applicator & massager that is a unique, versatile, and multipurpose skincare tool. It is ideal not only for the hygienic application of everything from skincare and makeup to medication and sun protection but also for massaging, depuffing, cleansing, exfoliating, and more.

What are your hero ingredients?

Certified food-safe silicone that is nonporous, non-reactive, and non-toxic.

Other than your company, what is something you are passionate about?

Health. By making small, intentional changes to improve our well-being, we experience fewer illnesses, leading to lower healthcare costs, increased productivity, and a higher quality of life. I believe investing in better health—both on an individual and societal level—has a direct and positive impact for our communities and the economy. We partner with two charities that promote pediatric health and well-being.

What is one major lesson you learned about running a business?

Be flexible and open to change. We started as a beauty-focused DTC company, but by our second year, the hygienic nature of our applicator organically opened opportunities in the medical and esthetician-focused B2B market. Adaptability has been key to our growth.

What are some challenges you have overcome with your brand?

One of our biggest challenges has been marketing on a limited budget. Instead of allocating significant funds to advertising, we’ve focused on building a strong community through direct outreach to health and wellness groups, including schools that educate estheticians. This approach has allowed us to grow authentically and connect with those who truly benefit from our product.

 

What would you say is your most effective marketing channel? Has it changed over time?

For us, attending trade shows and hosting master classes have been highly effective marketing channels. TikTok has also been great for authentic promotion. As we continue to evolve, we’re in the process of incorporating live selling into our outreach strategy.

Give us the backstory of your brand’s name. 

In Persian culture, someone with beautiful, radiant skin is said to shine like the moon. "Luna" means moon, and "escent" means to become. By using our hygienic applicator, you can achieve healthier skin—glowing and luminous, just like the moon! 

What do you think is the most prominent concern in the beauty industry? 

One of the most prominent concerns in the beauty industry today is transparency. Consumers are more conscious than ever about what they are putting on and inside their bodies. They want clear, honest information about product ingredients, sourcing, efficacy, and safety.

With the rise of clean beauty and increased awareness of potentially harmful chemicals, people are demanding greater accountability from brands. They expect full ingredient disclosure, ethical sourcing, sustainable practices, and scientific backing for claims. Greenwashing—where companies falsely market products as "clean" or "natural" without real substance—has made consumers more skeptical, pushing them to seek brands that prioritize authenticity and integrity.