The Story of co:aya
born from real life, designed for real life
Life has a way of teaching you what truly matters. For my wife and me, it’s been a journey of balancing two careers we pour our hearts into, two wonderful children who are our greatest joy, and all the little moments in between that keep it all together. But over time we got to realize just how scarce time is. And so, I found myself searching for ways to make the most of every minute—especially when it came to the things that keep me balanced: sport and health, sleep, and beauty.
These three pillars are what gives me balance, energy, and the confidence to take on the challenges of every day. And while you can easily optimize on sport, health and sleep, optimizing on skincare was a different story. I didn’t want to spend hours every day on complicated routines or book appointments at a spa. I wanted to spend the time with my family.
Whether it’s my family, my work, or how I take care of myself, I don’t believe in compromise. I’ve always believed in a simple principle: it’s the best or nothing at all. And so I wanted highest-quality, effective skincare—something that works, delivers results, without turning my life upside down. The problem was, I couldn’t find it. I tried product after product, read endless reviews, and explored pretty much everything the market had to offer. Some were good, but none were quite right. Nothing matched what I was looking for: “highest-quality, effective skincare, simple and straightforward.”
Eventually, I let the frustration go. For the first time, I settled for mediocrity, busying myself with other priorities. When two years ago, during holiday on Hawaii, looking over the ocean and reflecting on our life, my wife turned to me and just said out of nowhere:
“You know what? You should make your own skincare brand.“ I laughed. Of course, I laughed. “Sounds great,” I said, “but I’m not a professor or a scientist. How exactly am I supposed to make it?” But persuasive as my wife can be, she just smiled and with that glint of determination in her eyes replied: “Do you remember that day three years ago? The one at the pool when our little one came back with that awful sunburn? And how her skin recovered overnight because of that cream we used? You should call the company. Partner with them. Build it with the experts.”
It was the moment that changed everything.
I did remember. I knew exactly what she was talking about. Our daughter, who has the most sensitive skin, had come home from the pool with a sunburned face. We felt awful and rushed to the Spa Boutique to find something, anything, that might help. They handed us a small jar of cream, and honestly, we didn’t think much of it. But by the next morning, her skin was completely calm. No redness, no irritation—just soft, healthy skin. We were amazed but, as life goes, we moved on.
So I did the next best thing: I called the company that had made that miraculous cream and earned our trust three years earlier. It was a high-tech company that actually was powered by doctors, scientists, dermatologist, formulators and skincare experts.
I told them my story and shared my vision. I wanted in—not just as a customer but as a partner. I wanted access to their expertise, their brilliance, and their commitment to quality.
And that’s how co:aya was born.
Designed for people like us. People, who value quality, simplicity, and results without compromise. People, who value nothing but the best. People, who want skincare that fits their lives, not the other way around.
So, as you hold The AyaTube, know this: it’s not just a product. It’s a reflection of everything we believe in—our commitment to excellence, to family, and to making life just a little bit easier for people who refuse to settle.
Welcome to co:aya.