📝 usncan Note: Luna Roca o Democratize Luxury Skincare With Viral Beauty Tool Launch
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Rock and Roller, Luna Roca’s first product made with natural lava rock, has launched this summer
Courtesy of Luna Roca
When Andraya Kenton spotted a friend pulling out a volcanic roller at dinner in Bali, she didn’t just see a beauty tool — she saw her next business opportunity. “It worked, but it wasn’t chic,” recalls the founder of multi-seven-figure jewelry brands Celeste Starre and MeMe London.
“That was the spark. Why hasn’t anyone created a glow-giving beauty tool that looks and feels as good as it works?”
That dinner conversation, shared with a marketing guru and manufacturing expert, would mark Kenton’s subsequent venture beyond jewelry and into the global beauty industry that’s worth a staggering $600 billion.
Fast forward a year on since that serendipitous event, Kenton launches Luna Roca this July, a lava rock face roller priced at an affordable £35 (approx. $46). Kenton puts it in the “accessible luxury” category — a strategic decision reflecting her 15 years of experience building consumer brands that have dressed celebrities from Blake Lively to Jennifer Lopez.
Andraya Kenton, founder of Luna Roca
Courtesy of Luna Roca
The subconscious inspiration for Luna Roca traces back to Kenton’s early twenties spent in Japan, where blotting papers were beauty essentials, and later to ancient Chinese beauty rituals she discovered during her travels. “Living in Bali, where the heat and humidity are constant, I found myself constantly reaching for something portable to stay fresh,” she explains. And when she saw a functioning solution in front of her, the dots instantly connected.
Literally “a million years in the making,” the compact roller features a removable volcanic lava rock ball that promises to mattify skin while providing lymphatic drainage benefits. “You can even use it over makeup, and it won’t smudge or shift your face,” Kenton notes. “A total game changer,” — especially for today’s consumers, who — as informed as they are demanding — are permanently searching for ways to refreshed skin without the need for chemicals or powders that disrupt their natural balance.
Unlike her friend’s roller that served the purpose but “definitely not something you’d be excited to pull out of your handbag,” Luna Roca is undeniably pleasing on the eye — think muted earthy base palette completed with a pop of neon, design that allows easy removal of the lava rock, as well as a sleek outer box reminding customers of its functionality and origin. The final outcome is not just worthy of being toted around, it is a great talking point and even an accessory — much like Hailey Bieber’s lip gloss phone case and Touchland’s portable hand sanitizing mist — that could easily become the next viral beauty trend on TikTok.
Andraya Kenton’s other ventures include Celeste Starre, a jewelry brand that has dressed celebrities from Blake Lively to Jennifer Lopez
Courtesy of Celeste Starre
But the real differentiator lies in the efforts made in meeting sustainability credentials that align with Kenton’s personal values — ones that helped shaping all her business ventures. The volcanic stone is sustainably sourced, the casing made from recycled materials, and the lava rock ball can be removed, washed, dried overnight and reused again and again. Just like your make-up brushes, but even easier. “That kind of thoughtful, low waste design really matters to me,” says Kenton.
For younger consumers increasingly seeking products aligned with their values, Luna Roca’s environmental positioning and simple application with immediate visible results could prove decisive — especially for Gen Z and Gen Alpha. Evereden, a skin and haircare brand for kids and preteens, initially attracted young mothers searching for safe products for their sensitive skin infants, and now brings in $100 million in annual sales thanks to its proven formulation and loyal customer base. Tatcha, the luxury skincare brand emphasizing sustainable sourcing, refillable packaging, and have partnerships focused on environmental and social impact, showed serious profitability and was acquired by Unilever for reportedly $500+ million. “Today’s customer gets that. They’re done with wasteful beauty. They want results, they want integrity, and they want something that actually looks as good as it feels to use,” Kenton observes.
Kenton’s hard-won experience navigating product development and global supply logistics has prepped her for this transition from jewelry to beauty. Shipping chaos, COVID distruptions, and now unexpected tariffs resulted from trade wars, the serial-preneur has seen it all. Now she’s applying those lessons to a faster-moving industry.
Andraya Kenton and her step daughter, Tabi Kenton, with whom she has cofounded STACKED and Luna Roca
Courtesy of Luna Roca
“What they [MeMe London and Celeste Starre] share with beauty is emotion. That said, beauty moves much faster. In beauty, it’s all about functional results and storytelling that spreads across TikTok, Instagram, and beyond.”
Family is paramount to Kenton, with her sharing a deep bond with her children and stepchildren — one of whom she has been working with on multiple projects for the past few years. Her stepdaughter Tabi Kenton, with whom she’s co-founded both their Bali-based concept store STACKED and now Luna Roca, is central to the new beauty brand’s development and brings that crucial Gen Z perspective. “Tabi is a digital guru with a natural eye for what’s cool, current, and culturally relevant,” Kenton explains. “I bring two decades of brand building and operational grounding. Together, we speak to both mothers and daughters.”
Kenton doesn’t hesitate in voicing her ambitions for Luna Roca. “The Rock and Roller is just the beginning,” says Kenton, telling me their vision is to build an entire cosmic beauty universe: “One that blends empowerment, earth alignment, and elevated design, all with products that really work.” In a crowded beauty market, the combination of ancient wisdom, modern design, and accessible luxury positioning is just about the winning recipe with the conscious consumer base she’s cultivated over more than a decade.
