Mila – Air Cleaner 2023 by Alexander Gornyi


The post was originally published in Russian on Startup of the Day. Alexander kindly agreed to republish what we think is of great value to our readers.

Mila, the American startup of the day, is a new air cleaner. Below are the marketers’ arguments about what makes it better than the old ones.

  • It measures the current pollution and forecasts how long it will take to clean.
  • It takes into account the size of the room and tunes itself accordingly.
  • It has more filters and they are better. They are individual, too: the set includes attachments ‘for animal fur and ‘for construction dust.’
  • It works more actively when there are no people in the room and doesn’t make noise when a person is present.
  • It looks pretty and comes with a cute mobile app.

Such a description definitely inspires to buy. However, Mila costs 350 dollars, and it’s advised to change the filter that cost 60 dollars once every half a year. This is notably more expensive than some random Xiaomi, but the landing calls it ‘practically free.’ If it takes so many liberties with the facts, then the ‘better filters’ can also turn out not exactly true. I didn’t get to try it out myself yet.

Mila brought in USD 10M of investment this December – this is the first large round in the company’s history.

#d2c #hardware #usa #rounda

Translation: Kostiantyn Tupikov


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