“So, how you achieve profitability in our opinion and to great success, has been through three levers,” Herning continued, ticking off Thirteen Lune’s omnichannel approach via its direct-to-consumer channel, the JCPenney partnership and the soon-to-open brick-and-mortar store on Larchmont Avenue in L.A. “These three levers are what have ensured our profitable scale.”
For its first round of funding, they reached out to about 25 family and friends. Twenty-two invested by January 2021, raising $1 million from the likes of Gwyneth Paltrow, Sean Combs, Naomi Watts, Gregg Renfrew of Beautycounter, Tracey Cunningham of Mèche salon, former U.S. Ambassador Nicole Avant, venture capitalist Patrick Finnegan and Sydney Holland of The Urban + The Mystic.
For both Herning and Grieco Thirteen Lune has been a second endeavor; Herning is the creator of plus-size fashion e-retailer 11 Honoré, acquired by Dia & Co. last year, and Grieco is behind Nyakio Beauty, sold to Unilever in 2017. Grieco has since returned to brand building with Relevant, launched in 2022 and focused on ingredient safety for melanin skin. She plans to take it internationally.
It was her personal experience as a founder that allowed her to connect with other BIPOC creators. Brands now found at Thirteen Lune had very little distribution and few followers when Grieco first connected with them, she explained.
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