Health and wellness information is everywhere, to sometimes dangerous consequences. Why? Misinformation, especially on the internet, is widespread, and distinguishing reliable sources from fake advice has become increasingly difficult.
It’s within this context that UK-based startup, luna, wants to become the go-to resource for teenagers, particularly young girls. In a world where misinformation about health is a minefield, luna is carving out a safe space for teenage girls to access reliable wellness information.
Co-Founder Jas Schembri-Stothart emphasized the importance of reliable health information, especially when many teens turn to platforms like TikTok for answers. “We’ve encountered claims suggesting you can stop your period with lime juice, tajin powder, and salt water. It’s concerning how many teens believe this,” she noted.
To counter this, Luna positions itself as a trusted alternative. “TikTok is great for entertainment, but for health and wellness, Luna is the platform that offers reliable guidance. We aim to be a one-stop resource for teens navigating adolescence,” Jas said.
An app bridging the information gap
luna has rapidly gained traction, boasting over 100,000 members across 150+ countries, with users logging in five times a week. With some streaks exceeding 600 days, the app has cultivated a passionate community that actively engages with its content.
Recent surveys reveal that luna is making a significant impact on its users. After just four weeks of using the app, 84% of teens reported their mental health as “going well” or “thriving,” an increase from 57% at the onset. “We saw a 47% improvement in mental health among our users,” Schembri-Stothart explained.
Equally striking is the app’s effect on body image and physical activity. Users who expressed happiness with their appearance surged from 7% to 19%, nearly tripling the initial figure. Jas shared: “We witnessed a 3x increase in happiness with body image, which speaks volumes about the need for positive self-image resources in today’s digital landscape.” Additionally, 66% of users now find joy in physical activity, a sharp rise from under half.
This is how you understand Gen Z
Understanding the target audience is crucial for luna. “Both my co-founder and I are millennials, not Gen Z,” Jas admitted. “We knew we needed to involve teenagers from the start.” This led to the creation of a network of nearly 500 brand ambassadors who provide real-time feedback on everything from app features to content. “There’s even a live feedback button in the app that teens use constantly. This interaction is invaluable for shaping luna into what teens really want and need,” she explained.
To attract new users, luna employs a two-pronged marketing strategy. First, they reach teens on their own turf – debunking myths on TikTok. Then, they target parents on Instagram and through PR efforts because both audiences need to be on board. Parents make the purchase, but teens will only use luna if it feels cool and their peers are talking about it.
Teen tailored and award winning
While many health apps exist, luna’s focus on teenage girls sets it apart. “It’s less about specific features and more about our target audience, brand, and community,” Jas clarified. Key offerings include a simplified period and emotion tracker with just five essential questions and a content hub featuring expert insights tailored to teens.
Additionally, the app boasts a Q&A section where users can ask questions and receive expert-backed responses visible to the entire community. “This community of 100,000 teenagers asking questions and sharing insights makes us unique. luna is truly about addressing the specific needs of this age group,” Jas said.
That uniqueness is not going unnoticed. In October, luna was one of the five finalists selected from over 2,000 global entrants at this year’s TechCrunch Disrupt 2024 Startup Battlefield, held in San Francisco. Just a few weeks later, it was named Startup of the Year at the British Business Awards, as well as taking third place in the Santander X Awards, an annual entrepreneurship competition for emerging businesses.
The startup has already secured $1.5 million in funding across two rounds, and is looking to raise between $3 to $5 million next year. Speaking about its business model, the startup operates on subscription, costing just £2.99 a month—less than the price of a cup of coffee in the UK.
“It’s a small price for parents to ensure their teens are engaging in a healthy way, asking questions, and keeping communication open,” Jas noted. The app also generates revenue through brand sponsorships from well-being, health, and sports brands that align with its audience.
Currently active in 150 countries, but notably absent from the US market due to different data laws, luna has set its sights on further expansion. “We aim to establish a presence in the US and other markets over the next three years,” Jas stated, noting the potential to reach a vast audience of 500 million teenagers worldwide.
Looking ahead, Jas sees potential for growth, including insights into teen health trends and possibly launching a parent-specific app. “There’s a real gap in the market for parenting resources geared toward teens,” she explained. For now, however, luna’s team of seven remains focused on scaling its core offerings.