LUÜNA Naturals Signs an Exclusive Partnership with Aventura
September 2, 2021

Direct-to-Consumer (DTC) brand LUÜNA Naturals (LUÜNA) and Aventura have entered into a partnership where Aventura takes over the full exclusive responsibility for the sales of the brand’s organic period-care products on the Chinese market.

LUÜNA’s product range


LUÜNA is one of the leading companies in the Asian start-up scene within Fem-tech – technology focused on improving women’s health and wellness. The company was founded in 2019 but has already been awarded several prizes for its innovative products within the menstruation care sector, including “China Emerging Brand of the Year 2020” by Youzan (one of the top e-commerce SaaS companies in China) and “Hong Kong’s Wellness Brand of the Year 2020” by Liv Magazine.


The Red Box Project – LUÜNA x The Zubin Foundation


LUÜNA’s Founder and CEO Olivia Cotes-James is an entrepreneur and Forbes 30 Under 30. Under her leadership, LUÜNA has quickly grown into a social impact venture based on a DTC business model with existing operations in China including online sales. The company has recently been listed as one of the finalists for “2021 China Social Impact Awards” by the United Nations, alongside with global and local businesses such as Visa, IKEA and LadiesWho.Tech.

As LUÜNA’s new China market partner, Aventura will take over the brand’s commercial operations in China, including logistics. This market partnership is long-term, and is based on a revenue-share model.


Olivia Cotes-James, Founder of LUÜNA Naturals


“We are impressed by Aventura’s wide in-house expertise to help a company like ours in China. And with a relevant customer portfolio with other DTC brands we feel very comfortable to team up with Aventura in our most important consumer market China,” comments Olivia Cotes-James, Founder and CEO of LUÜNA.

“Fem-tech is a fast-growing segment including in China. We are proud to enter this new partnership with Olivia and her team to help scale up LUÜNA,” comments Johan Aledal, CCO of Aventura.


LUÜNA product packaging


As a relatively new industry, Fem-tech is undergoing rapid growth. According to the American analytics company GMI Insights, the global Fem-tech market is expected to grow to a total of USD 65.3 billion by 2027. China’s 688 million women – representing 17.9% of the world’s total female population, are expected to play a big role throughout this journey.


About LUÜNA Naturals
We’re a purpose-driven period care company, proudly built in Asia by a 100% female-led team. We exist to bring purpose to the period care industry by supporting individuals, and society, to embrace a healthier approach to menstruation. By adopting new research & technology, we guide our community to adopt better period products and learn more about the natural cycle of their bodies.


About Aventura
Aventura is a Brand & E-commerce Accelerator that drives growth for both category leaders and niche international DTC brands in the China consumer market. With decade-long brand building experience, we offer brand owners a holistic one-stop-shop growth solution that includes Brand Management, Channel Management, E-commerce Operations (TP), Logistics, Marketing & Branding and Consumer Intelligence & Analytics services.

We work with brands in diverse categories including Fashion & Accessories, Beauty & Skincare, Health & Wellness and Home categories. Aventura is listed on Nasdaq First North in Stockholm. For more information, visit

Augment Partners AB, tel. +46 8 604 22 55, e-post: is the Company’s Certified Adviser.

For more information, please contact:

Gustav Astrom, CEO | +86 158-0086-2274 |
Emil Ponnert, Director IR & Corporate Development | +46 70 3102715 |

We scale brands in the world's largest consumer market. 


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