Customer
Existing pouch users. The product does not create a new habit, it offers a different version of an existing one.
About the project
WAVE keeps the ritual of a pouch under the lip but without nicotine, caffeine or sugar. Each pouch contains a blend of functional mushrooms (lion’s mane, cordyceps, reishi), the amino acids L-tyrosine and L-theanine, and vitamin B12. It is a dietary supplement developed in the Czech Republic, and every batch is lab tested.
It is aimed at people who already use pouches and want a nicotine-free option. The brand states clearly that it is not nicotine replacement therapy or a treatment for addiction.
My role
I co-founded WAVE in 2026 as a new consumer brand under Geim. I work on the brand’s growth strategy.
Why I got involved
With the GEIM team we had the operations and e-commerce experience. WAVE was a chance to build a new brand faster, starting from what we had learned.
Milestones
- 2026WAVE launches with sales through its own online store.
What I learnedA second brand does not start from zero, shared operations shorten the path to first sales. But the customer, price and message still have to be validated again.
Where it is today
WAVE is on sale through its own online store for the Czech Republic, Slovakia, Germany and Austria.
Go-to-market view
Channel
Direct sales through its own online store in the Czech Republic, Slovakia, Germany and Austria.
Shared foundation
The brand runs under Geim s.r.o., so it can use an existing company and operations instead of setting up a new structure.
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