Luna Maya began her career in the entertainment industry at a young age. She started her career as a model and actress in the late 1990s, appearing in various television shows and films. Her breakthrough role came in 2002 when she starred in the Indonesian soap opera "Pulang". The show's success catapulted Luna Maya to fame, and she quickly became a household name in Indonesia.

: High-profile brands immediately severed ties with Luna Maya, stripping her of long-term endorsements like Lux soap.

The rise of YouTube and social media allowed her to bypass traditional media gatekeepers. By launching her own digital talk shows and beauty brands (such as NAMA Beauty), she reclaimed control over her narrative.