Enterprise: Ashaya
Why they stand out online: The brand works to ensure that its products can help as many women as possible, including accounting for the fact that many women have food allergies and sensitivities.
Long-time friends Jodie Matthews, Sarah Ward and Siobhan Fildes launched Ashaya in May this year, based on a desire to help other women experiencing the range of hormonal difficulties the trio themselves have faced. “All three of us were experiencing our own unique hormonal challenges. I had just had a baby and was suffering from some postpartum challenges; Sarah was experiencing painful periods and PMS; and Jodie was at the start of perimenopause,” Siobhan explains.
Unable to find a brand on the market that offered tailored and natural solutions for all of their hormonal concerns, they quickly realised there was an opportunity to create something special.
“Ashaya is all about feeling comfortable in your own skin.”
Ashaya offers a three-step daily ritual for women, including Therapeutic Goods Association-listed supplement powders, adaptogenic face oils and body oils. The ancient philosophy of Ayurveda – a system of holistic medicine originating in India more than 5000 years ago – is central to the Ashaya brand ethos.
“Ayurveda’s holistic approach encourages daily self-care rituals to nurture the body and mind, and we have been inspired by its wisdom through our ingredient choices, our product rituals and our overall brand philosophy,” Siobhan says. “Ashaya is all about feeling comfortable in your own skin, feeling connected, feeling at home. It’s our ultimate goal for women to feel at home in their body throughout all the pivotal hormonal health phases, from the menstrual years, pregnancy, perimenopause, menopause and beyond.” The venture’s name, Ashaya, reflects this, as it is a Sanskrit word meaning abode or residence.
The three friends launched Ashaya after more than two years of planning and development. With the pandemic resulting in a huge growth in the health and wellness category online, Jodie, Sarah and Siobhan saw eCommerce as a big sales opportunity.
“Being an online business allows 100 per cent brand ownership, gives us the ability to measure and track the customer journey and opens access to global markets,” Siobhan notes, also revealing that the three are in discussions with potential retail partners.
One selling point would be that the brand works to ensure that its products can help as many women as possible. This includes accounting for the fact that many women have food allergies and sensitivities. “Our supplements are vegan and free from gluten, nuts, soy, GMO, artificial colours and flavours,” Siobhan avers. “We are also always cruelty-free.”
All of Ashaya’s tailored supplements and skincare products support key hormonal life stages; the first two ranges are for period and PMS relief, and perimenopause support, but the plan is to expand into categories such as pregnancy and postpartum health in the future. “Efficacy is so important to us, and every ingredient is at a therapeutic dose and has an associated claim and benefit,” Siobhan explains.
In its infancy, Ashaya has already recorded some impressive results: In a four-week product trial, 82 per cent of women saw an improvement in PMS symptoms* and 92 per cent experienced an improvement in perimenopausal symptoms.**
In the next 12 months, Jodie, Sarah and Siobhan will focus on growing a loyal community of women and providing the best products and experiences to support their hormonal health. Global expansion is also a big goal, alongside building their online and offline distribution channels. “Our product pipeline is really exciting, too, and we will be launching new ranges in other hormonal health categories very soon,” Siobhan enthuses.
*The Review Works Research Trial “In-Flow Period & PMS Relief Oral Powder”, April 2023
**The Review Works Research Trial “Re-Glow Perimenopause Relief Oral Powder”, April 2023
This article first appeared in issue 42 of the Inside Small Business quarterly magazine
