In a market saturated with calorie-tracking apps that demand obsessive data entry, French startup Maju is betting on a radically simpler premise: what if you could lose weight just by using the right plate? They’ve built a $7.1M business not by selling software, but by selling a physical 'bol' (bowl) that forces behavioral change.

"Maju isn't selling a diet; it's selling a constraint. The plate does the thinking so the user doesn't have to."

The company's leadership, including Head of Growth Anthony Vecchio and Co-founder Julien Jané, have executed a classic DTC play: commoditize the hardware to capture the software market. Their social presence is community-centric—Facebook groups and TikTok focus on user transformations rather than hard sells. This creates a feedback loop where the product (the plate) generates the content (user results), which drives the traffic.

• The 'Bol' is the moat: Physical hardware creates switching costs that pure software competitors lack.
• Direct traffic dominance: 39% direct traffic signals a brand that has transcended the 'tool' category to become a 'lifestyle'.
• French market dominance: Traffic data suggests heavy concentration in France, with room for EU expansion.
• Tech stack efficiency: Uses PWA and Tailwind for a lightweight, fast-loading experience crucial for mobile-first users.