While most DTC health brands scream for attention with aggressive marketing, Airinum operates with surgical precision. With just 12 employees and $1.9M in revenue, this Swedish startup is quietly redefining what 'health empowerment' means in the post-pandemic era—moving far beyond masks into a holistic lifestyle ecosystem.

"Airinum isn't selling masks—they're selling a lifestyle of proactive health management, one accessory at a time."

The tech stack reveals their modern approach: Tailwind CSS, Vite, PWA, and Shopify backend. They're not reinventing the wheel—they're building on proven platforms to focus on product, not infrastructure. The absence of heavy enterprise tools suggests a lean, agile team that moves fast. No VC funding listed, no massive backlink profile, yet they're ranking for competitive terms and converting traffic into revenue.

• Built a $1.9M business with just 12 employees—exceptional revenue per employee
• 40% direct traffic indicates strong brand recall and repeat customers
• Moving beyond masks to a holistic health accessory ecosystem
• No VC funding detected—likely bootstrapped or angel-backed
• Trustpilot 3.2/5 suggests room for improvement in customer experience