#Interview
Hayaway is all about “pollen allergy prevention.” “We focused very consistently on a real everyday problem and didn’t allow ourselves to be guided by trends or quick marketing promises,” says founder Maximilian Redman.
The Berlin startup Hayawayfounded in 2024 by Maximilian Redman, wants to “help people with pollen allergies remove pollen from their hair before it gets into the airways or into bed.”
In an interview with deutsche-startups.de, founder Redman presents his company in detail.
How would you like your grandmother Hayaway explain?
I would say: Hayaway helps people with pollen allergies remove pollen from their hair before it gets into the airways or into bed. This makes your home a place where you can breathe deeply and sleep well. It’s basically a simple help for everyday life so that you no longer suffer so badly from allergy symptoms in the evening.
Was this your concept from the beginning?
The basic idea was clear from the start: remove pollen where it settles and causes problems later – in the hair. What has changed is the precision of the product and the clarity of the wording. Initially, the focus was more on symptom relief, but today we consciously talk about prevention and exposure reduction.
How has Hayaway developed since its inception?
Hayaway was founded in 2024 and is still at the beginning of the journey. In 2025, we successfully tested whether there was any demand for our products during our first market sounding. In the beginning it was all about product development, design and function. This phase was completed with the laboratory tests and we are now in the e-commerce advertising game. However, our focus is clearly on product quality, customer satisfaction and integrating additional products into the shop in the long term – not on rapid growth at any price. Our current focus is clearly on product quality, market launch and direct customer feedback – not on rapid growth at any price.
What was the highlight for you recently?
The biggest highlight is the feedback from users, especially from families with allergic children. When customers write to us saying that their children are finally sleeping better or that they have fewer complaints in the evenings, it confirms that we are solving a real problem.
Please take a look back: What really went wrong in the last few years?
I underestimated how long it takes to bring a health product to market in a clean and responsible manner. Material testing, testing and iterations take time. Looking back, I should have brought in external expertise earlier in some areas.
And where have you done everything right so far?
We focused very consistently on a real everyday problem and did not allow ourselves to be guided by trends or quick marketing promises. We also relied on scientific testing and honest communication early on – that’s now paying off.
What general tip would you give other founders?
A personal problem is a good starting point, but not a guarantee. You have to be prepared to constantly question your own gut feeling and measure the product against the reality of the users. And: Patience is not a disadvantage, but a requirement – especially in the health sector.
Where is Hayaway? in a year?
In a year’s time, I would like to see Hayaway as an integral part of the everyday lives of many allergy sufferers – with a clear position as a preventative tool. On the product side, we are working on further developments of existing products, but also on new products that keep the home pollen-free and make our approach even more widely usable. Growth, yes, but always controlled and quality-driven.
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