After years of community building around women's health, Olivia Cotes-James traced the recurring infections she'd experienced for years back to the ingredients in conventional period products.

When she couldn't find safer alternatives in Hong Kong, she created them. In 2019, LUUNA was born. In the years that followed, LUUNA launched into major retailers across Hong Kong, Shanghai, and Singapore.

But the more powerful achievement existed outside the supermarket shelves.

We led the normalisation of free period products and gender-inclusive menstrual health education in workplaces and schools across Asia, using revenues to distribute hundreds of thousands of products to vulnerable communities.

We started to see clearly where our mission was.

Retail listings took most of our margin and left us little to work with for impact. Disposable product donations helped in the moment, until they ran out. We were funding dependency, not freedom.

The breakthrough was twofold. First, we stopped working with mainstream retailers and focused on growing our footprint with values-aligned employers who wanted to build menstrual health-inclusive workplaces.

Then, we shifted from funding disposable products to funding reusable ones, using the revenue we generate to fuel long-term solutions, not temporary fixes.

In 2025, we launched Good Period to scale this work. LUUNA became part of of a wider ecosystem built with one purpose: transform the money already being spent on period care into a force that ends period poverty, eliminates plastic waste, and builds lasting independence for the communities that need it most.