Damian Jones, Founder of ALUNA

I never set out to build a brand, I set out to tell stories. Originally, those stories lived on stage. Growing up, I pursued acting and performed lead roles, convinced it was my future. But after one defining audition experience changed my perspective, I walked away. That same day, a salon owner unexpectedly offered me an apprenticeship, recognising creativity and people skills in me that I had not yet seen in myself.

That moment became the foundation of a 30-year career in professional hairdressing.

I went on to work internationally as an educator, platform artist, and stylist with globally respected brands including TONI&GUY, TIGI, L'Oréal, Great Lengths, and EVO. My work has featured in Vogue Italia, and I have created education programmes still used globally today.

Over time, I saw an industry increasingly focused on quick cosmetic results rather than long-term hair health. ALUNA “Serenity, bottled” was created as a response, combining performance, ingredient integrity, and purposeful formulation without relying on fillers or cosmetic shortcuts.

Developed in Andalusia alongside Mi’Luna Oasis Suites, ALUNA reflects a lifestyle of balance, wellbeing, and considered luxury. Every product is cruelty-free, vegan, recycled, and created with intention.

Today, ALUNA represents the culmination of over three decades of experience, technical knowledge, and creative vision, built not on trends, but on integrity, purpose, and doing things properly.

This is ALUNA. “Serenity, bottled.”