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.

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 bright red sclera, white irises, and slit-like pupils.

Her fur is white with grey countershading encircling her face, grey patches on her shoulders, and long, hip-length, voluminous silver hair swept to the side to reveal her dark grey ears; one of which is pierced with two small, black hoop-piercings, while the other is ragged. She has a large and long, dark grey bushy tail with white on the underside. She also has a piercing on her right eyebrow with a black hoop for jewelry.

Her outfit features a large, spiked black choker-collar around her neck. Her short-sleeved 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 also wears a set of black shorts that are tattered at the hems, with a white crescent moon detail on the right side.

Loona also accessorizes with both black fingerless gloves and long black thigh-high toeless stockings, with her black claws protruding due to her digitigrade stance.

As shown in a flashback during "Ghostf**kers", sometime before the series, her hair used to have dyed streaks in pink and grayish-purple.

Abilities.

Feral transformation - Loona has demonstrated the ability to transform into a large, quadrupedal demon wolf form.

Human disguise - Loona can take on a convincing human appearance to disguise herself in the living world. It can be used anywhere and at any time, including in hell as shown in "The Full Moon".

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", due to L.A.'s air pollution, she couldn't pick up the scent of where Octavia was.

Enhanced strength - In "The Full Moon", Loona was able to out-strength, wrestle, and even pin the cherubs' battle mechs with no problem.

Intelligence - In "Ghostf**kers", when Moxxie was doing a math problem to keep the company from going bankrupt, Loona was able to tell that he forgot to carry the two.

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 the D.H.O.R.K.S. staff, and in the I.M.P 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.

Spellcasting - She is proficient in casting portal spells with Stolas' Grimoire.