Overview

Afina is a direct-to-consumer beauty and wellness brand. The company designs and sells filtered showerheads and related water-focused personal-care products through e-commerce and retail channels. It serves consumers seeking shower filtration and beauty-oriented home products. Its operating model centers on product development, sourcing, digital merchandising, performance marketing, fulfillment, and customer service. Teams work across product, operations, e-commerce, creative, growth marketing, retail sales, and support. Projects depend on clear coordination between specialist teams, customer needs, and day-to-day operations. This structure supports consistent delivery across its products and services.