Raana Kashani Gregg, the Innovator Behind LUNAESCENT, Shares That It’s Never Too Late.

Written by Heather Anderson

Raana Kashani Gregg's journey from a personal skin care challenge to the creation of LUNAESCENT is as real as it gets. Driven by a need to help her son and armed with a napkin sketch, she stepped into the world of beauty innovation, invention and manufacturing.

In our feature, Raana opens up about the path to LUNAESCENT - a journey marked by practical creativity, learning curves, and the joys of new connections. LUNAESCENT isn't just another product; it's the result of a mother's determination and a testament to staying curious and inspired, no matter the stage of life.

I read that you first had the idea for starting your company while helping your son with eczema. What exactly was the inspiration behind it?

Yes, it all began with my son. He was diagnosed with severe food allergies, which often come with eczema. It was severe enough that he was prescribed topical steroid cream. I've always been hesitant about overusing medication - but was feeling even more protective as a new mom, so I was trying to apply just the right amount of cream with my fingertips. But it was tricky and a lot of it ended up being wasted or absorbed into my own skin. I was admittedly kind of obsessing over that unobtainable  “pea sized” amount haha. That was the first problem. But then, the bigger worry came when I started noticing my own fingers getting really irritated - technically dermatitis, likely from the steroid cream thinning my skin. That's when my husband and I thought, there's got to be a better way to apply medicine than our own fingers. Like most busy parents, we first scanned the internet to see if we could find what we needed.  Coming up empty, we set out to create something ourselves. After a bit of trial and error, we finally developed this tool, not just for precise medication application, but for  regular skin care as well. And that's basically how LUNAESCENT was born.

That's awesome. Need it, want it, make it. True problem solvers. How did you come up with the name?

In Persian culture, beautiful skin is often compared to the moon. And -escent as a suffix implies the beginning of a transformation. So, 'Luna-escent' is a play on words from my culture, implying 'to become like the moon' – symbolizing achieving beautiful, healthy skin. I loved merging this cultural element into the name.

Beautiful. It does sound like the meaning  you intended - and I didn’t know that about Persian culture. I know you've always been an innovator, with your earliest ideas dating back to childhood journal scribbles. I know it’s also a heavy story. Do you feel comfortable sharing about that?

Yes, as a child in Iran, I experienced the revolution starting in 1978. I always had a diary with me  titled 'My Book of Inventions.' I was constantly scribbling down my ideas - with crude diagrams and designs sketched out.  I remember telling my parents about a magical  tool where you could just put in your question and get an answer - like today’s internet! And a table that was part robot and would fetch your glass of water. I was a lazy kid trying to solve for efficiency - ha! The book was also where I journaled out my thoughts, fears, and anger around the injustices I was witnessing around me - especially against women. One day,  my father got a heads-up that our house was going to be raided. He knew about my diary and was worried that my written thoughts might be used against him. It was all very rushed. Thinking back, it seems there  could have been so many other options - like burying it in the yard. But the fear was intense and I don’t think any of us were thinking clearly under pressure. So we had a ceremony where we burned most of the books in the house - including My Book of Inventions. Helplessly watching  my thoughts and future inventions burn taught me a core lesson about injustices, the importance of personal freedoms, and of standing up for others - especially as a woman. It was one of those small moments that informs the decisions you make for the rest of your life. 

Thank you for sharing. As a childhood diary-hoarder myself, that story gives me chills.  I’m glad the innovator inside you went dormant but didn’t die. You’ve  shown  us how dreams and visions can percolate inside us for a lifetime - and that we can go through adversity and still rise above it. What has been the biggest unexpected surprise you've experienced on your founder journey?

I would say the fulfillment I'm getting from starting this at my age has been unexpected, especially its impact on my daughter. She's incredibly inspired by me doing this as I approach 60. This business started as a personal necessity, a tool I thought other parents could use. And surprisingly, the adventure and process of inventing something, running a business, connecting and learning alongside other incredible women, has become the reward. I had no idea that the greatest benefit of entrepreneurship would be that it’s a vehicle for connecting with fascinating people. 

Well said and I couldn’t agree more. I definitely agree that the most fun aspect of business is the people it brings into your world. I love that you’re doing this at 60! How inspiring for everyone freaking out in their 20s or 30s  that they haven’t done that certain something yet. Can I ask  how old you were when you started this process?

I was 57, approximately three years ago. There's a misconception that after 40, we can't start new ventures or pursue new passions. That really enrages me. Everyone is on a different journey. Some may do what I'm doing in their 40s, which is great. I had my children later in life, so we can't adhere to clichés that suggest you're out of luck if you don’t start early.

Hear ye, hear ye!  Really refreshing reminder for everyone - thank you. Speaking of the process, what has it looked like going from an idea to a prototype?

The process started with a simple sketch on the back of a napkin. We were discussing the lack of suitable tools online, leading me to put my childhood inventiveness back into action. After the initial concept, I contacted a CAD engineer named Kyle. We went through several revisions to bring the idea closer to my vision. Manufacturing was another hurdle. Initially, I explored U.S. companies, but that route was cost prohibitive. I finally connected with a company in the US which has a manufacturing plant in Taiwan - known for high-quality production. They weren’t the cheapest option, but allowed us to adhere to our clean beauty standards at more affordable rates than in the US.  But of course, launching the product during the pandemic added further challenges with disrupted supply lines and shipping issues. It’s a nonstop learning journey for sure!

And is the packaging manufactured at the same place as the product?

No, they are manufactured separately.I had the applicators manufactured in Taiwan  and then arranged the packaging with a different firm in Hong Kong. I later learned that combining manufacturing and packaging in the same location can be more cost-effective - but I’ve only had offers from factories with lower standards. So for me, I decided to prioritize quality control, even if it meant a higher cost. There’s definitely not just one path to an end product, so  you really get to know your own principles - while they’re constantly tested. 

How did you figure all of this out?

It was a mix of things. I started with Google, which led me down a rabbit hole of interconnected topics and articles about people who had embarked on similar journeys. Additionally, I have a cousin who is the CEO of a local robotics company. His expertise in manufacturing was invaluable in guiding me on materials and other aspects. I’d be lying if I painted a picture that there was some linear process. It was more like search, discover, try, guess, then running it by experts who were gracious enough to advise me and steer me further along. 

I love that. And I would agree that entrepreneurship is rarely linear. I feel like it’s more like a whirly twirly spiral if anything - filled with collective wisdom and hive minding. I know you’ve made peer inventor friends as well - because I just met one! 

Oh, yes! Cherie has been absolutely generous and amazing. Right from the start, she sent me this long informative email, linking me to countless resources and communities she’d discovered, to help get me going. I was just struck by how much time and energy she was willing to spend, simply helping me -  a near stranger - along. I’m still trying to repay the favor. 

You know that generosity between peers is my jam. So happy to hear this. And hey - you introduced her to me! And I’ve introduced her to a really cool strategic partner - so I think you’ve paid it forward! Regarding marketing, beyond being delighted by peers elevating each other, what have been your best and your worst strategies so far?

My worst strategy was at the start. I got bombarded with emails and messages insisting I needed a high-level PR agency. For small businesses like ours, with a product you believe in and are building a community around, you need to start with your local community. I fell for doing it the opposite way, starting big - and costly, when I should've focused on organic growth first.

Exactly. As an organic growth strategist, that’s always my (heavily biased) advice to everyone! Sorry for the lesson you learned, but thank you for sharing that for others. I know it’s often hard to notice, because progress is so granular. But was there a moment when it hit you like, 'Wow, I'm doing this. I'm a company. This is real'?

I feel vulnerable sharing this because it sounds silly to me. But when the third prototype arrived, the ‘Goldilocks' version that worked, I was in the kitchen. I just started crying hysterically and running around my kitchen island, so excited that this was exactly what I had dreamed of in my head. Another confirming moment was at CosmoProf. As a very new, direct-to-consumer business, it was so validating to have  beauty insiders stopping by our booth and literally finishing our sentences. Their reactions were another confirmation that we're on the right track.

I don’t think that’s silly at all. That’s real. Birthing a product is similar to birthing a human - so many big emotions flowing! What incredible validation to get from industry veterans right off the bat too - amazing! What's a typical day in your business life like?

As we say in Farsi, a fish is always fresh when you catch it - meaning it’s never too late to do something.

Well, I'm still a mother. My son is a senior this year, and my daughter recently left for college. There are two things I’m religious about carving out time for - one is working out three times a week. I simply don’t feel good without that. And the second is anything my kids need from me - which changes, but there’s always something. And so for now, I fit my work on LUNAESCENT into the cracks - before my kids are up, a bit sprinkled into the middle of the day, and after they go to sleep. So, it's a full work schedule, but not your typical nine to five, as I work within the reality of my life right now. I think a lot of mom-creatives can likely relate to that. You do it when you can. 

Jumping back to your product, I know you're passionate about quality. Can you talk about the silicone that you use?

Yes, absolutely. It was a major part of the research to determine the best material. The closest thing to perfection we found was platinum-grade silicone, used in high-quality, food-safe products. It's heat and cold resistant, perfect for warming or cooling during use.

I know LUNAESCENT has evolved the original idea of simply providing a hands-free way to apply topical medication into so much more. Can you break it down for someone just hearing about it? 

Of course. It’s become a really versatile tool that we feel can replace a lot of popular devices - which is really aligned with our value of minimalism and sustainability. Used at room temperature, cooled in the freezer, or warmed, it can be used to apply medication, skincare products, or to replace a gua sha stone or jade roller. And unlike porous stone which can become easily contaminated with bacteria, the silicone stays really clean and sterile. 

So awesome. I’m hoping our readers will give it a whirl! I have personally tucked my LUNAESCENT in a little makeup tote in my bag and use it in the car to put on sunscreen if I rush out of the house without. Because you know my mom-hands are always filthy from parenting! What's LUNAESCENT's focus right now? What's your next move?

Our next move is to make everyone aware of how versatile and beneficial LUNAESCENT is. We're planning a fun Instagram contest, 'Where's LUNAESCENT?', inspired by customers taking LUNAESCENT on their travels. Our goal is to show how LUNAESCENT can become an essential part of everyone's skincare routine.

I love it. And I know you’ve been  exploring wholesale opportunities  or other partnerships. Anything cooking up on that front at the moment? 

Yes! So we actually got connected to Codex Labs. The Founder, Dr. Barbara Paldus, is a highly accomplished Stanford graduate with numerous patents. She's developed science-based skincare products using ethnobotany. And we’re excited because she's very interested in LUNAESCENT and wants to distribute it in Europe and the U.S. alongside her  skincare line, especially for post-treatment and acne-prone skin. I'm really thrilled about this partnership. 

That's thrilling! And I can't wait to see what happens with that. It sounds like the start of more distributor partnerships.

Exactly. We're also on various platforms like our website, Amazon, Walmart.com, Beauty Bridge, E-cosmetics, and new sales channels targeting Gen Z. Additionally, LUNAESCENT is FSA and HSA eligible as a dual-purpose product.

That's fantastic! I love the FSA and HSA aspect. Your journey is inspiring, and what you're doing for skincare globally is commendable.

Thank you, Heather. I feel the same about you. As we say in Farsi, a fish is always fresh when you catch it - meaning it’s never too late to do something.  I like to think it also means things happen on time. And I'm so glad we met when we did.

Aww, I love that. And I’m likewise glad to have met you right on time

Curious to see how LUNAESCENT can transform your skincare routine? Explore Raana Kashani Gregg's innovative creation and enjoy the touch-free convenience of this versatile beauty tool. Whether you're aiming for precise skincare application, a soothing massage, or top-notch post-treatment care, LUNAESCENT is ready to enhance your daily regimen. No fingers, no germs, no waste – just a smarter, cleaner approach to skincare. Dive into the world of LUNAESCENT and see how it can change your skincare game!

Connect with Raana Kashani and Lunaescent:

On Instagram, Facebook, YouTube, TikTok, or LinkedIn.

You can also find them on The M List, The Mamahood’s searchable database of mom-recommended resources, or connect and collaborate with Raana inside of The Club membership for women Founders.