ALUNA

I never set out to build a brand.
I set out to tell stories.

First, it was on stage — school plays, lead roles, the dream of being an actor. But one wake-up call audition day told me the stage wasn’t mine. So I pivoted. I Walked into a salon for a haircut and walked out with an apprenticeship. Someone saw in me what I hadn’t yet seen in myself: people skills, creativity, and an instinct to make others feel like their best self.

30 years later, that “happy accident” took me everywhere — from the UK and its isles, to global stages as an educator. From styling shoots for Italian Vogue, written articles in Marie Claire, back stage with global stars to helping some of the biggest haircare brands shape their future, it was a wild ride.

And through it all, one thing became my obsession: Products & formulations. Not just bottles on shelves, but what really works, what delivers, what doesn’t & what’s honest.

That’s why I built ALUNA. A brand born from decades of experience, a love for people, and a belief that science + nature can dance together beautifully. It’s bold, it’s simple, it’s heartfelt — just like the journey that made it.

Surrounded here by glorious nature in sunny Andalusia, Spain, I have all the inspiration I need to formulate and grow ALUNA ‘Serenity, bottled’ to new heights, feel free to come along with me.

So here I am — Damian. The man behind the moon 🌙✨
Still telling stories, just bottled differently.