YINA

What YINA does

YINA is a direct-to-consumer Traditional Chinese Medicine (TCM)-powered skincare and wellness brand founded in 2021 and operating from Richmond, California, with product development based in the Bay Area. The company develops and sells skincare products, ingestible supplements, and wellness tools formulated by licensed TCM practitioners, built on proprietary herbal complexes that incorporate adaptogens, multi-origin ginseng blends (Asian, American, Siberian), and East Asian botanicals. Its catalog spans roughly 25 SKUs across skin and body care (Hydracloud Cream, Essential Mist, Bioadaptive Cleanser, Botanical Serums, Divine Bio-cellulose Mask, Décolletage Treatment, Recovery Body Treatment, Recovery Lip Treatment), the Lumidrops TCM Collagen Gummies ingestible line, Bian Stone Gua Sha and Meridian Massage Comb tools, intimate wellness SKUs, ritual/bundled sets, and curated gift collections.

Revenue is generated through multiple streams: one-time product sales priced from $10 (Mother of Pearl Spoon) to $350 (Divine Bio-cellulose Mask, 20 sheets), a Subscribe & Save program offering 10% off recurring orders, an annual YINA House membership at $98/year granting 20% off and free US shipping, electronic gift cards in $50–$500 denominations, and a high-ticket $5,000-per-person TCM Retreat in Hangzhou, China (April 11–20, 2026). Distribution is centered on the owned e-commerce storefront (yina.co) with international shipping to 100+ countries, supplemented by an emerging retail-partnerships page, a Refersion-powered affiliate program, and a $20-customer referral program. The company's GTM is product-led growth driven by educational content (40+ article Wellness Guide, Gua Sha 101 hub, ingredient education) and Instagram community building via branded hashtags.

YINA serves four overlapping segments: women in perimenopause/menopause, holistic wellness consumers, AAPI community members seeking authentic cultural wellness products, and TCM practitioners/wellness professionals. Press coverage in Vogue, Allure, Harper's Bazaar, Elle, Well+Good, Bustle, and Martha Stewart, combined with a 2,226+ review base (4.9+ star average) and a Vogue "Best Gua Sha" designation for the Bian Stone tool, indicate mid-stage brand traction. The small 11–50 person team is led by TCM-credentialed co-founders Ervina Wu (PhD, L.Ac., CEO; Chinese-government scholarship PhD in TCM, TCM Dermatologist) and Angela Chau Gray (L.Ac., COO; TCM Herbalist), with Operations Manager Felicia Cheong and Marketing Manager Sabrina Diec. The company holds no disclosed patents, has no enterprise customers, and discloses no AI/ML capabilities.

Name

YINA

Legal name

YINA

Website

https://yina.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

YINA is a direct-to-consumer Traditional Chinese Medicine-powered skincare and wellness brand selling proprietary herbal skincare, ingestible collagen gummies, and Bian Stone Gua Sha tools to women in perimenopause, holistic wellness consumers, and TCM practitioners via owned e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchases of skincare products, wellness supplements, and tools. Products range from $10 (Mother of Pearl Spoon) to $350 (Divine Bio-cellulose Mask). Includes skin & body care, edible skincare (gummies), Gua Sha tools, and gift sets.
2. YINA House Membership Subscription: Annual membership at $98/year providing free US shipping, 20% off products, exclusive seasonal gifts, early access to launches, complimentary online classes with wellness experts, and dedicated concierge service.
3. Subscription & Save: 10% savings on subscription orders with free US shipping on $80+ orders. Automatic deliveries on customer schedule with ability to modify or cancel anytime.
4. TCM Retreat: 10-day/10-night wellness retreat in Hangzhou, China at $5,000 per person including accommodations, meals, Qigong sessions, TCM training, and 50 CA CEUs for practitioners.
5. Gift Cards: Electronic gift cards available in denominations of $50, $100, $200, $300, and $500.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

YINA is a direct-to-consumer e-commerce brand that develops, sells, and ships a portfolio of TCM (Traditional Chinese Medicine)-powered skincare, body care, edible supplements, and wellness tools. Offerings include moisturizers, serums, cleansers, masks, lip treatment, body treatments, Gua Sha tools, collagen gummies, intimate care, gift sets, and an annual retreat experience, with a subscription membership and product Subscribe & Save option for recurring revenue.

Product overview

YINA is an AAPI women-founded and women-led TCM (Traditional Chinese Medicine) skincare and wellness brand. The company offers a comprehensive portfolio of products organized into several categories: Skin & Body Care (Hydracloud Cream, Essential Mist, Recovery Lip Treatment, Bioadaptive Cleanser, Botanical Serums, Divine Bio-cellulose Mask, Recovery Body Treatment, Décolletage Treatment), Edible Skincare (Lumidrops TCM Collagen Gummies), Gua Sha Tools (Bian Stone Gua Sha, Meridian Massage Comb, Gua Sha Sets), Wellness Edit (intimate care, supplements, reflexology tools, teas), and Gift & Ritual Sets. The products are unified by TCM herbal formulations combining adaptogens, whole plant extracts, and East Asian medicinal botanicals. YINA also offers a YINA House annual membership ($98/year) with 20% discount, free shipping, and exclusive benefits, and operates a TCM Retreat experience. All products are formulated by TCM practitioners and dermatologists, emphasizing holistic wellness that addresses skin from within.

Differentiator

Problem solved

Functional benefit

Brands

• Lumidrops: Edible skincare collagen gummies for skin, hair, and nails powered by TCM plants and adaptogens
• Antevorta
• YINA House
• YINA TCM Retreat

Products and services

• Hydracloud Cream with Rose PDRN A lightweight daily moisturizer reformulated with Rose PDRN and a proprietary Ginseng Complex (Asian, American, and Siberian ginsengs) for deep hydration, rejuvenation, and skin elasticity support, targeting all skin types. Priced at $98.
• Essential Mist A multi-tasking hydrator, toner, and essence with 73% plant extracts, prebiotics, adaptogens (Ginseng, Schisandra berries), Tremella, white tea, and rosewater for skin renewal and hydration. Priced at $75.
• Bioadaptive Cleanser with White Tea and Pearl A gentle daily facial cleanser with Pearl, White Tea, and Mushroom extracts that purifies, soothes, and brightens all skin types while maintaining the skin's natural moisture barrier. Priced at $78.
• Fortify Botanical Serum with Astragalus and Peony A restorative botanical face serum with Astragalus, Peony Root, and TCM botanicals to calm, strengthen, and brighten stressed, sensitive, or redness-prone skin. Priced at $85.
• Nourish Botanical Serum A potent oil-serum for dry and aging skin featuring Rhodiola, Bakuchiol (retinol alternative), and Asian Knotweed to replenish, smooth fine lines, and rejuvenate. Priced at $85.
• Divine Bio-cellulose Mask A multi-correctional sheet mask infused with East Asian medicinal herbs, skin-plumping peptides, and Ginseng, with bio-cellulose material acting as a second skin for deep penetration and hydration. Priced at $98 (5 sheets) or $350 (20 sheets).
• Recovery Lip Treatment An adaptogen-infused lip treatment with Ginseng, Peptides, New Zealand Manuka honey, and Schisandra Berry that delivers silky, non-sticky hydration for softer, smoother lips. Priced at $28.
• Décolletage Treatment A nourishing neck and chest cream with Cyperus, Golden Bell, Millettia Vine, and Rose botanicals to soften, firm, and rejuvenate the delicate décolletage skin. Priced at $85.
• Recovery Body Treatment A body treatment balm designed to facilitate skin repair, soothe irritation, and promote healthy circulation for the neck, chest, and body.
• Lumidrops TCM Collagen Gummies Edible skincare gummies with TCM plants, adaptogens, vitamin C, lycopene, biotin, and grass-fed bovine collagen to support hair, skin elasticity, and nail health from within. Regular size $56 (60 pieces/month); travel sizes $13 (5 days) and $60 (6-pack).
• Bian Stone Gua Sha A facial and body massage tool crafted from authentic Bian Stone (formed 65 million years ago in Shandong, China), designed to activate circulation, release tension, and improve Qi and Blood flow. Priced at $85. Named 'BEST GUA SHA' by Vogue.
• Meridian Massage Comb A keratin-rich Water Buffalo Horn comb for scalp massage and haircare rituals that stimulates acupressure points and meridians to promote relaxation and healthier hair growth. Priced at $65.
• YINA House Membership Annual membership program at $98/year offering free US shipping, 20% off products, exclusive seasonal gifts, early access to launches, complimentary wellness classes with experts, and dedicated concierge service.
• YINA TCM Retreat 2026 A 10-day/9-night TCM wellness retreat in Hangzhou, China including Qigong sessions, TCM training at Zhejiang Chinese Medical University (50 CA CEUs), herb farm visits, and cultural activities. Priced at $5,000 per person, April 11-20, 2026.
• Premium White Peony Tea Premium White Peony Tea (Bai Mu Dan) sourced from Fujian, China, for lung health and delicate flavor.
• The Hydrating Intimate Cleansing Gel A pH-balanced intimate cleansing gel for everyday feminine hygiene, formulated with herbal extracts and free from artificial fragrance and harsh chemicals.
• The Intimate Wipe pH-balanced, biodegradable intimate wipes with herbal scent for on-the-go freshness, in a pack of 21 wipes. Pregnancy and menopause safe.
• The Intimate Spray An intimate spray to neutralize odor and maintain feminine hygiene with a light herbal scent, suitable for everyday use.
• Organic Dried Lion's Mane Organic dried Lion's Mane mushroom (Hericium erinaceus) for brain health and cognitive support, a treasured herb in TCM.
• Reflexology Socks Socks designed with reflexology pressure points mapped on the soles for foot massage therapy and wellness.
• Fortify Ritual A curated ritual set featuring the Fortify Botanical Serum for calming and strengthening stressed skin. Priced at $208.
• Gua Sha Discovery Set A discovery set introducing Gua Sha tools and techniques. Priced at $98.
• Recovery Body Duo A duo set combining a Gua Sha tool with Recovery Body Treatment for a comprehensive body wellness ritual. Priced at $145.
• Skin Perfecting Duo A duo combining Hydracloud Cream and Botanical Serum for a complete skin perfecting routine. Priced at $168.
• Minimalist Ritual A minimalist skincare ritual set. Priced at $250.
• Exquisite Set A curated festive gift set. Priced at $105.
• Empress Set A Mother's Day empress gift set. Priced at $250.
• YINA e-Gift Card Digital gift cards available in denominations of $50, $100, $200, $300, and $500, with no expiration date or processing fees.

Quantifiable outcome

• 97% found Hydracloud Cream hydrates the skin (consumer study, 32 subjects)
• +6 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Zhejiang Chinese Medical UniversitycoreStrategic or Co-development PartnerAcademic partnership for TCM Retreat 2026 in Hangzhou. YINA partners with Zhejiang Chinese Medical University for clinical lectures and training hours. Retreat participants receive 50 California CEUs through this partnership. The retreat includes lectures and clinical hours with TCM doctors at the university.
• AntevortaminorOthersAntevorta is a related brand creating intimate wellness products inspired by TCM wisdom. YINA features Antevorta's Intimate Wipes, Intimate Spray, and Hydrating Intimate Cleansing Gel in their Wellness Edit collection. Cofounder Annie Ho formulates these products. Blog interview featured: 'Intimate Wellness Redefined: Inside Antevorta with Cofounder Annie Ho'.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Emerging players

• WelleCo: WelleCo is a premium ingestible wellness and "super-elixir" supplement brand with celebrity co-founder credibility. Comparable to YINA in premium ingestible beauty positioning, female wellness audience, and DTC-led growth, though focused on supplements rather than topical skincare.
• Mount Lai: Mount Lai is a beauty tool brand specializing in traditional Chinese jade rollers, Gua Sha, and East Asian wellness tools. Comparable to YINA in authentic TCM-inspired tool category, Gua Sha offerings, and AAPI-women-founded premium positioning.
• The Outset: The Outset is a clean, minimalist skincare brand with botanical ingredients and a founder-led, narrative-driven identity. Comparable to YINA in clean beauty, botanical ingredient focus, and a relatively small, premium DTC operation.

Direct peers

• Moon Juice: Moon Juice is a wellness and ingestible beauty brand built on adaptogens, Chinese herbs, and "ancient wisdom" formulations. Highly comparable to YINA in TCM/botanical positioning, premium pricing, ingestible beauty (collagen, supplements), and a wellness-lifestyle audience.
• Tatcha: Tatcha is a luxury skincare brand built on Japanese geisha beauty rituals with cultural authenticity and premium pricing. Most directly comparable to YINA in combining an ancient Asian wellness tradition, premium price points, and storytelling-led brand building in prestige skincare.
• Osea Malibu: Osea is a clean, seaweed- and plant-based skincare and body care brand sold DTC and through select retailers. Comparable to YINA in botanical/marine-derived ingredient story, clean beauty positioning, and a primarily female wellness consumer base.
• Tata Harper: Tata Harper is a luxury natural skincare brand with proprietary plant-based formulations and ultra-premium price points ($80-$300+). Comparable to YINA in premium clean beauty, founder-led formulation story, and high-AOV direct-to-consumer model.
• Herbivore Botanicals: Herbivore is a clean, plant-based skincare brand with botanical-led formulations and premium natural positioning. Comparable to YINA in clean beauty credentials, natural/botanical ingredient focus, and direct-to-consumer premium channel mix.

Broad incumbents

• Goop: Goop is a broad lifestyle and wellness brand spanning skincare, supplements, and editorial content. Comparable to YINA in clean/holistic wellness positioning, ingestible beauty (supplements, collagen), and content-led marketing, but operates a much wider portfolio at scale.
• Drunk Elephant: Drunk Elephant is a clean, biocompatible skincare brand with premium pricing now owned by Shiseido. Comparable to YINA in ingredient-led, premium clean beauty positioning and high AOV, but operates at significantly larger scale and broader retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/yina.co
• Xx.com/YINATCM
• LinkedInlinkedin.com/company/yinatcm

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about YINA