Ecommerce / news
Ayna Debuts Beta Women's Wellness Marketplace With 180 Products From 10 Brands
Ayna, a personalized women's wellness marketplace founded by three Cornell classmates, has launched in beta with roughly 180 products aimed at collapsing product research and shopping into a single experience.
The marketplace went live in beta on Aug. 25, co-founded by Cornell University classmates Puloma Bishnu, Eliz Celik and Ameera Omar. Bishnu serves as chief executive.
Ayna currently carries about 180 products spanning intimate care, menstrual health and other women's wellness categories, sourced from 10 brands. Those include Winx Health, Lola, Elitone, Proov, Neycher, Buni Body and Lim Method.
Shoppers can either search the site for a specific wellness need or personalize the marketplace by answering six questions about their bodies and preferences. Once a profile is built, the shop is tailored to it, and shoppers can see how closely each product matches their profile along with the reasoning behind the match.
Transactions do not yet close on Ayna. Shoppers are directed to the brands' own websites to complete purchases, with Ayna collecting commissions on the resulting sales.
Bishnu argues that the marketplaces shoppers use today were not designed to double as built-in decision aids. In her view, consumers are forced to leave a shopping site to find product information and reviews, then try to match what they read against their own circumstances.
She said her goal is for Ayna to become top of mind for women weighing any product or symptom, with the company owning that end-to-end process. The idea is also personal: it took visits to three doctors before Bishnu received a PCOS diagnosis.