Why we launched Lua

In a world that celebrates wellness in so many forms — physical, mental, and emotional — one essential dimension often remains whispered about, hidden behind closed doors, or treated as taboo: sexual wellness.

At Lua, we believe it’s time for that to change.

Sexual wellness isn’t a luxury or an afterthought. It’s an integral part of holistic wellbeing. Every woman deserves to feel confident in her sensual self, to explore, understand, and celebrate her desires without shame or judgment.

Lua was born from that belief and from our personal journeys of self-discovery. It’s the result of countless conversations about what it means to feel well as women — not just in our bodies, but in our confidence, our relationships, and our sense of self.

Redefining what wellness means for women

Wellness is often defined by how we eat, move, and rest. Yet one essential dimension is still overlooked: our sexual wellbeing.

Sexual wellness is more than pleasure. It’s confidence, connection, awareness, and self-understanding. When we nurture our sexual selves, we nurture our entire being.

That’s why we created Lua — to redefine how sexual wellness looks, feels, and speaks. The industry has often fallen into two extremes: overly medical or overly provocative. We believe it can be both sensual and sophisticated, bold yet elegant, just like women themselves.

Lua is a space that encourages exploration without shame, conversation without fear, and connection without judgment. Every product we design and every piece of content we create is guided by one belief: your pleasure and self-understanding are not optional; they’re essential to your wellbeing.

We want sexual wellness to stand proudly alongside mental and physical health — a natural, celebrated part of what it means to feel whole.

Where it all began

For years, we both navigated the same frustrations many women experience. Products felt clinical or disconnected from real emotions. Brands spoke at women rather than to them. And there was a lack of spaces that honored the full spectrum of female sexuality with sophistication and care.

Then came a turning point in our lives: becoming mothers. Motherhood reshaped how we saw ourselves — not just as caregivers, but as women with evolving bodies, identities, and desires. It made us even more aware of how little space there is for honest, nuanced conversations about intimacy and self-connection once you enter this new phase of life.

We realized that many women lose touch with their sensual selves during this transition, not because the desire disappears, but because it gets buried under the weight of responsibility, exhaustion, and social expectations.

“Lua was born from our own experiences — moments of self-discovery, vulnerability, and curiosity. We wanted to create something that reflected what we, and so many women we know, were looking for: a space where sensuality feels empowering, not performative.” — Bozena

Motherhood taught us that reclaiming sensuality isn’t indulgent; it’s essential. It’s about remembering that we are not defined by one role, but by many — women, mothers, partners, dreamers, and sensual beings.

From that realization came a simple but powerful idea: to build a brand that brings sexual wellness into the light, integrating it into everyday life with warmth, elegance, and authenticity.

A movement, not just a brand

Lua isn’t just a company. It’s a movement. We exist to help women reconnect with themselves and rediscover what pleasure, intimacy, and self-care mean on their own terms.

Our mission is to empower women to take full control of their sexual wellness, fostering a world where sexual wellness stands proudly alongside all other dimensions of wellbeing.

Through our community, educational initiatives, and thoughtfully designed products, we invite women to explore their desires, their bodies, and their boundaries with confidence and without judgment.

Our vision is simple: a world where every woman feels supported, celebrated, and inspired on her journey of self-discovery.

“Our dream is that women feel proud of their sensual selves. That they talk about intimacy and pleasure as naturally as they talk about yoga or meditation. Lua is here to make that possible by blending education, design, and empowerment into one warm, welcoming space.” — Christel

Designed with intention

From the very beginning, every part of Lua — from our visual identity to our product design — was built with meaning.

Our name, Lua, means moon in Portuguese and also refers to a Roman goddess. The moon has long been a symbol of femininity, rhythm, and transformation. Just as the moon moves through its phases, we too move through our own cycles of intimacy, growth, and expression.

The brand’s visual world reflects that same idea: a celebration of the multifaceted nature of women, embracing both strength and softness, each woman uniquely radiant. (Thank you, Claudia from Aran!)

Our art direction and product design use tactile materials, warm tones, and organic shapes inspired by the female form. The imagery feels intimate yet refined, blending sensuality with sophistication. It’s not about perfection; it’s about presence and being fully in touch with oneself.

Our vision for the future

Lua is still at the beginning of its journey, but our vision is clear: to make sexual wellness an inseparable part of holistic health.

We imagine a future where women talk openly about their intimate wellbeing, where pleasure, confidence, and self-discovery are embraced as natural and necessary.

A future where brands treat women’s sexual health with the respect, elegance, and depth it deserves.

We’ll continue expanding our product range, community initiatives, and educational offerings, always with the same purpose: to help women feel more connected to themselves and to one another.

When women feel safe to explore their desires, they unlock a deeper sense of confidence, fulfillment, and joy. And that, to us, is the essence of wellness.

That's intimacy redefined.