Loona

"Sometimes, it's not as simple as that. This kind of shit gets messy, and everybody's got issues, especially dads. And, sometimes, they fuck up - well, all the time. But, that doesn't mean they don't care."

- Loona to Octavia, about their fathers

Loona  is the receptionist of I.M.P, the adoptive daughter of Blitzo, and one of the main protagonists of Helluva Boss.

On rare occasions, she joins the rest of the I.M.P gang during their missions on Earth.

Appearance
Loona is a hellhound with a wolf-like appearance. She has a pointed, dog-like muzzle with sharp and pointy teeth, and a dark grey nose. Her eyes have red sclera with white irises, and she wears grey eyeshadow and black winged eyeliner for makeup. She also has a piercing on her right eyebrow with a black hoop for jewelry.

Her fur is white with grey encircling her face, grey patches on her shoulders, and long, voluminous silver hair swept to the side to reveal her dark grey ears - the left of which is pierced with two small, black hoop earrings, while the right is ragged. She has a large, dark grey bushy tail with white on the underside.

Her outfit features a large, spiked black choker around her neck. Her tattered grey, off-the-shoulder crop-top is held up at the neckline by a series of crisscross spaghetti-straps that form an inverted pentagram. She wears black shorts that are tattered at the hems, with a white crescent moon detail on the right side. Loona accessorizes with black fingerless gloves and thigh-high black toeless stockings, with her black claws protruding due to her digitigrade stance.

As a teenager, she appears very largely similar to her current appearance, except she had more hair on her head and was messier, and the spot where her right ear is ragged as an adult used to have two black hoop earrings in it just like her left ear, implying it was possibly ripped out that way. She also wore a different outfit back then; while she still wore her choker and gloves, she instead wore an off-the-shoulder dark red sweater with a black skull on the front, along with waist-length black distressed toeless stockings.

She is the tallest and the only non-imp member of I.M.P.

Human Disguise
Loona's human disguise is greatly similar to her hellhound form, albeit now she takes on the appearance of a goth teenager. Her eye colors are inverted, as she has white sclera with red irises and has a visible belly button which she lacks in hellhound form. She shrinks down from her demon form, appearing to be of average height compared to most humans in this form and somewhat slimmer than normal.

She retains the same outfit as before, but with the addition of black thigh-high socks and high-top sneakers and black lipstick. Her choker also loses the spikes, and in place of her torn right ear, she now has two earrings on each ear. Her head is shaved on the right side.

Personality
Loona is a cynical and choleric young-adult Hellhound, who was adopted from an orphanage by Blitzo when she was nearing eighteen years of age. Loona is lazy and shows little interest in matters that are going on around her. She also has a short-fuse temper and is often rude and apathetic toward her colleagues, particularly Moxxie, though her ire seems otherwise indiscriminate. When not looking at her phone, Loona is usually scowling at anyone in view.

Although, Blitzo has placed her in an active team member role at I.M.P, she is undisciplined and doesn't have much of a work ethic. Among her many anti-social tendencies, Loona has been known to sleep and drink while at work, and hang up on people at her receptionist post.

Although, Loona goes to great lengths to maintain an outwardly apathetic attitude, her troubled and isolated upbringing appears to have made her socially awkward and she admits, in a moment of flustered vulnerability upon meeting another Hellhound, that she does not have any friends. When trying to interact with people she does actually want to connect with, she stumbles over her words and worries over her appearance, demonstrating that she has little experience socialising within her peer group.

Loona also often shows flashes of a somewhat friendlier attitude towards Blitzo, usually as he enables and defends her worst behaviours. Although she intentionally tries to maintain emotional distance from him, she is also shown to appreciate Blitzo's sense of humor, especially if it's at Moxxie's expense, and she begins to see him as something of a father figure, at one point slipping up and almost referring to him as “dad” - much to Blitzo's delight. Despite how she feels about Blitzo, she acknowledges him trying his best, and knows deep down, as a father, he cares for her.

When she can be moved to do so, Loona is a fierce addition to the I.M.P team, as she is intelligent, logical, resourceful, and street smart.

Abilities

 * Human Disguise - Loona can take on a convincing human appearance to disguise herself in the living world.
 * Superhuman Smell - Loona can detect and identify specific individuals by scent, which appears as a red aura around their bodies. She can also track down targets by smelling names on a list, as she demonstrated in "Spring Broken". However it is shown to have limits, as shown in "Seeing Stars" that due to L.A.'s air pollution, she couldn't pick up the scent of where Octavia was.

Skillset

 * Weapon Mastery - Loona has been shown to be proficient in the use of both firearms and melee weapons, as seen when Millie and Loona were attacking D.H.O.R.K.S.' staff and in I.M.P's standoff in the former's headquarters.
 * Combat Skills - As a hellhound, Loona boasts the agility and instincts of a wolf. She can rip an opponent open with her paws or her teeth, and she has the jaw strength to sever an opponent's head on impact. In both her human disguise and hellhound form, she also uses a variety of kicks.
 * Driving - In "Queen Bee" Loona drives the I.M.P van to take Blitzo home.

Gallery

 * Loona/Gallery

Trivia

 * Loona's name is a reference to "Luna", the word for "Moon" in Latin and most Roman languages. The moon symbol on her shorts also support this.
 * It is possible that she was named and designed after the moon itself, since they both share a somewhat similar color scheme.
 * This is further supported by the fact that her Voxtagram handle, @moonlight_howling_666, has the word "moon" in it.
 * In the episode "Spring Broken", she verbally reveals that Blitzo adopted her when she was "almost 18."
 * Blitzo has a selfie taken with her during her adoption process in his phone's gallery, shown in "Ozzie's". Additionally, the same adoption papers are framed just outside of Loona's room in Blitzo's apartment.
 * It is revealed in "Seeing Stars" that Blitzo took her in approximately a month prior to her eighteenth birthday.
 * In "Truth Seekers", Millie claims she is older than Loona by five years.
 * In the Helluva Boss Watch Party livestream, it was stated that, in Hell years, Loona is 22. It is not stated if this age is comparable to a 22-year-old human on Earth.
 * The crescent moon on her shorts often changes between being a cut or a print, depending on her appearances in episodes.
 * It is revealed in "Western Energy" that she has trypanophobia (fear of getting shots) and heavily dislikes medicinal shots of any kind.
 * Loona does not have any dialogue in the episode "Western Energy" despite the episode crediting her voice actress in the credits.
 * According to Vivienne Medrano, Loona didn't have any dialogue in "Western Energy" due to thinking it might have been a fun way to show a more "puppy" side of Loona and save a little budget, however, after the episode released, Vivienne regrets not giving her dialogue.
 * In a tweet by Vivienne Medrano, when a character didn't play a significant role in an episode, like Loona in the early episodes of season 2, it was easier on the budget to not have her speak. However as the episodes release Vivienne regrets not having Loona speak more.
 * Vivienne went on to say that Loona is in more episodes and does more this season.
 * In a tweet by Sam on August 27, 2023, he says he would love to write a song for Loona since her voice actor is a great singer.