ALUNA Where nature Meets Science to Create Ethical Magic.

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About ALUNA

Welcome to the online home of ALUNA “Serenity Bottled”

✨ ALUNA – Serenity, bottled. ✨

Born from over 30 years of professional experience in the beauty and haircare industry, ALUNA was created with a simple mission: to bring luxury back down to earth. We believe that exceptional products shouldn’t cost the world—either for you or for the planet.

Every formula is carefully crafted with performance-driven ingredients, natural extracts, and modern science. From prebiotic face mists to nourishing shampoos and sensi-wash cleansers, ALUNA is designed to deliver results you can feel while staying kind to your skin, your wallet, and the environment.

🌿 What sets us apart:
✔ Dermatologically tested
✔ Vegan & cruelty-free
✔ No sulphates, parabens, silicones, mineral oils, dyes, or microplastics
✔ 100% recyclable packaging, vegan inks, sustainably sourced
✔️ Packaging made from recycled materials
✔️ Organic (where achievable)

Affordable. Ethical. Professional. ALUNA is more than a brand—it’s a promise of calm, care, and everyday luxury.

Join us as we bottle serenity, one ritual at a time.

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THE MAN BEHIND THE MOON

Damian Jones | Founder of ALUNA

I never set out to create a haircare brand. I set out to tell stories.

In the beginning, those stories belonged on stage.

Growing up, I pursued a career in acting, performing leading roles and believing the theatre would become my future. But one defining audition changed everything. I walked away from that world, only to find myself, quite unexpectedly, standing at the beginning of another.

That very same day, a salon owner offered me an apprenticeship, recognising creativity, confidence and a connection with people that would ultimately shape the next three decades of my life.

And so began my journey into professional hairdressing.

Over the following 30 years, my career took me around the world as an international educator, platform artist, stylist and industry leader, working with globally respected names including TONI&GUY, TIGI, L'Oréal, Great Lengths and EVO.

My work has appeared in Vogue Italia, and I have developed professional education programmes that continue to influence hairdressers internationally.

But throughout those years, one belief became increasingly important to me.

Beautiful hair should begin with healthy foundations.

I watched an industry increasingly captivated by instant gratification, temporary cosmetic finishes and promises that didn't always address the long-term needs of the hair and scalp.

I believed there was room for something different.

Something more considered. More purposeful. More honest.

And so, beneath the warmth of the Andalusian sun, ALUNA was born.

Created from three decades of professional knowledge, ALUNA brings together performance-driven formulations, conscious ingredient choices and the belief that exceptional haircare should nurture the foundations of beautiful hair, not simply disguise its imperfections.

Developed alongside my life at Mi’Luna Oasis Suites in southern Spain, ALUNA reflects everything I have come to value: balance, wellbeing, authenticity and understated luxury.

Every collection is created with intention, combining professional expertise with a thoughtful approach to ingredients, sustainability and the experience of self-care.

Today, ALUNA is more than a collection of haircare products.

It is the culmination of 30 years of creativity, education, experience and an unwavering belief that doing things properly will never go out of style.

Born under the Andalusian sun. Mastered through three decades of professional expertise.

This is my story.

This is ALUNA.

Serenity, Bottled.

ALUNA Serenity, bottled is launching a Professional In-Salon Collection.

A new professional in-salon collection is coming soon.

Sign up to receive exclusive launch updates and early access information.

ROOTED DEVOTION.

The scalp ritual revolution begins here.

For decades, the beauty industry has taught us to chase beautiful hair through what we can see. More shine. More volume. More softness. Another treatment. Another temporary transformation.

But what if we've been starting in the wrong place?

At ALUNA, we believe it's time to change the conversation.

Beautiful hair doesn't begin at the ends. It begins at the roots.

Introducing ROOTED DEVOTION, ALUNA's dedicated collection of professional scalp treatments and root-focused rituals, created to bring a more intelligent, considered approach to the foundation of beautiful hair.

Built upon nearly 30 years of professional hairdressing experience, ROOTED DEVOTION embraces a simple but powerful philosophy: before we focus on how hair looks, we should consider the environment in which it grows.

Because a well-cared-for scalp isn't an afterthought. It's where the journey begins.

Our collection centres on three essential principles: Purify, Rebalance and Nurture.

PURIFY | A Fresh Beginning

Beautiful hair deserves a clean foundation.

From everyday product buildup to excess oil and environmental impurities, the scalp experiences its own daily challenges.

Our targeted exfoliating and cleansing rituals help lift away buildup and leave the scalp feeling refreshed, comfortable and beautifully revitalised.

Because sometimes, the most important transformation begins with a clean slate.

REBALANCE | Rediscover Scalp Harmony

A comfortable, well-cared-for scalp is fundamental to a thoughtful haircare routine.

Our scalp-focused formulations are designed to help maintain a fresher, more balanced-feeling environment, bringing attention back to an area too often overlooked.

Not simply another step in your routine, but a more considered approach to caring for your scalp.

Balance begins beneath the surface.

NURTURE | Devotion to the Roots

Healthy-looking hair deserves care from the very beginning.

Our nourishing root-focused rituals are designed to condition and care for the scalp and hair, supporting the appearance of stronger, fuller-looking lengths as part of a consistent haircare routine.

Because meaningful haircare isn't always about an instant transformation.

Sometimes, it's about the care we give today and the beautiful results we hope to see tomorrow.

Give your roots the devotion they deserve.

WE DON'T FAKE THE FINISH. WE FIX THE FOUNDATION.

ROOTED DEVOTION is more than a collection of scalp treatments.

It's an invitation to rethink your relationship with your hair.

To look beyond the temporary finish.

To understand the importance of scalp care.

To recognise that beautiful hair deserves attention from root to tip.

And to discover that professional haircare isn't necessarily about using more products. It's about making better, more informed choices.

Rooted in professional knowledge, inspired by nature and born under the Andalusian sun, ALUNA brings a new perspective to scalp care, transforming an often-overlooked necessity into a purposeful ritual of self-care.

Because the future of beautiful hair isn't another quick fix. It's a better beginning.

ROOTED DEVOTION. WHERE BEAUTIFUL HAIR BEGINS.

Healthy roots. Beautiful lengths. Serenity, Bottled.

HAIR ALCHEMY

Where Science meets Nature for beautiful Transformation.

Beautiful hair is never an accident. It's the result of exceptional formulations, professional expertise and an understanding of what hair truly needs.

Introducing HAIR ALCHEMY, ALUNA's performance-driven collection of professional shampoos, conditioners and transformative treatments, created to bring out the very best in every strand.

From weightless volume and luminous shine to intensive repair, strength and replenishment, every formula is thoughtfully selected to deliver beautiful, tangible results without unnecessary compromise.

Built upon nearly 30 years of professional hairdressing experience, HAIR ALCHEMY combines intelligent ingredient choices with salon-quality performance, transforming everyday haircare into something extraordinary.

Because we believe great haircare should do more than create a beautiful first impression. It should leave hair feeling healthier, stronger, softer and effortlessly manageable.

NO EMPTY PROMISES. NO UNNECESSARY GIMMICKS. JUST EXCEPTIONAL HAIRCARE.

Discover the art of transformation, where professional knowledge meets beautiful performance.

HAIR ALCHEMY. BEAUTIFUL HAIR, BY DESIGN.

ALUNA. Serenity, Bottled.

The Curl Congregation

All Curls Are Worth Worshipping.

Every wave. Every curl. Every coil. Every glorious texture.

Welcome to The Curl Congregation, where individuality is celebrated, natural texture is embraced, and no two heads of hair are expected to behave alike.

Because beautiful curls don't come in one shape, one size or one definition of perfection.

From the softest waves to the boldest spirals, from loose, effortless movement to wonderfully rebellious curls, we believe every texture deserves its moment in the sun.

Born under the Andalusian sun, ALUNA's Curl Congregation brings together three thoughtfully selected formulas in one beautifully simple haircare ritual. Created to cleanse gently, condition deeply and help define and refresh your natural texture, our collection celebrates what makes your hair uniquely yours.

Meet the Congregation

CURL COMMUNION | The Cleansing Ritual

A gentle, sulfate-free shampoo enriched with Aloe Vera and Argan Oil. Designed to lift away everyday buildup while helping curls retain their softness, moisture and natural bounce.

THE WHOLLY TRINITY | The Three-in-One Ritual

One formula. Three ways to indulge. Use it as a rinse-out conditioner, a deeper treatment mask or a leave-in conditioner. With Argan Oil, Glycerin and Hydrolyzed Rice Protein, it helps soften, condition and care for curls that need a little extra attention.

DIVINE WATER | The Finishing Ritual

A lightweight, protein-infused texture mist that helps define curls, tame frizz and refresh your style between washes. Infused with Aloe Vera, Glycerin and Hydrolyzed Rice Protein for touchably soft, beautifully expressive curls.

No Curl Left Behind.

Whether your waves are barely there, your curls have a mind of their own, or your coils deserve a little extra tenderness, there's room for you in our congregation.

No rigid rules. No impossible standards. No pressure to transform your natural texture into somebody else's idea of beautiful.

Just considered care, professional expertise and the freedom to embrace your hair exactly as it is.

Three products. One ritual. Infinite individuality.

THE CURL CONGREGATION

Come as you are. Curl as you please.

ALUNA | Serenity, Bottled.

THE RITUAL SOCIETY

Where nature meets serenity, and everyday care becomes an indulgent ritual.

Discover the art of luxurious body care with ALUNA Ritual Society, a collection thoughtfully created to nourish your skin, awaken your senses and transform the everyday into something extraordinary.

Enriched with botanical extracts and moisture-loving ingredients, each beautifully considered formula is designed to gently cleanse, hydrate and leave skin feeling irresistibly soft, refreshed and delicately fragranced.

Inspired by the sun-drenched landscapes and tranquil beauty of Andalusia, our collection celebrates the harmony between nature, wellbeing and understated luxury.

From invigorating citrus notes to warm, sensual botanicals, every fragrance invites you to escape, unwind and indulge in a moment that's entirely your own.

With vegan, cruelty-free formulations and up to 98% ingredients of natural origin, ALUNA embraces conscious beauty through thoughtfully selected ingredients and a commitment to more sustainable practices.

ALUNA Body Rituals.

Beautifully considered. Naturally indulgent. Serenity, bottled.