Behind Her Empire #376: No Investors. No Ads. How to Launch and Scale Through Word of Mouth with Luna Aziz, Founder of Legendairy Milk
Luna Aziz is the founder and CEO of Legendairy Milk, a wellness brand known for its lactation support and holistic products for women navigating motherhood and beyond.
But Legendairy Milk didn’t start as a business. It started with Luna as a new mom struggling with chronic low milk supply and asking one question no one could answer: why? So she did the unglamorous work herself. She researched what women across cultures had used for centuries, ground herbs in her kitchen with a coffee grinder, filled capsules by hand using a pill machine from eBay, and tested everything on herself. With just $750 and a newborn, she opened a tiny Etsy shop, expecting maybe one order a month, until a single Facebook post brought in 50 orders overnight and she turned her hobby into a business then.
In this episode, Luna shares how curiosity became her unfair advantage, taking her from postpartum survival mode to building a multimillion-dollar, education-first brand now sold at Target, Walmart, and Amazon. We talk about bootstrapping, finding the right manufacturing partners, growing without outside capital, and the burnout that taught her to build a team and protect her health. If you’re waiting to feel ready before you start, Luna’s story is a powerful reminder that curiosity and resourcefulness matter far more than having it all figured out.
In this episode, we’ll talk to Luna about:
* How her own health struggles sparked curiosity around holistic healing. [02:06]
* Luna’s “why” — creating wellness solutions born from lived experience. [04:57]
* Luna’s upbringing, cultural influences, and early relationship with wellness. [05:33]
* Who Luna was before motherhood and building her brand. [08:14]
* Navigating motherhood and the wake-up call that shifted her priorities. [11:37]
* The moment Luna realized she wanted to create something of her own. [17:44]
* Her experience working in tech and questioning the traditional office path. [21:39]
* Navigating motherhood, finances, and building a business from scratch. [24:11]
* Finding the right manufacturer and business partner. [26:50]
* Working with her husband and him transitioning to Legendairy Milk full-time. [29:18]
* How Luna approached growth without chasing traditional startup pressure. [30:48]
* How Luna sustained her brand’s position in the market while navigating growth. [33:09]
* The process behind ideating and launching the products. [36:40]
* The lessons Luna learned about burnout and delegating to grow her brand. [40:30]
* Luna’s passion for her brand is deeply personal, fueled by the support of her community. [44:50]
* How three years of effort led to Target placement and a major business milestone. [47:12]
* Experiencing the gap in postpartum care. [50:05]
* Expanding presence in Target, Walmart, and Amazon to reach moms everywhere. [52:39]
* Luna’s cautious approach to risk has shaped her business decisions. [55:36]
* Advice for women building businesses while caring for themselves. [58:25]
This episode is brought to you by Beeya:
* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances
* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10
Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Website: https://www.behindherempire.com/
Follow Luna:
* Website: https://www.legendairymilk.com/
* Instagram: https://www.instagram.com/legendairymilk/
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