Already during her product design studies in Schwäbisch Gmünd Lena was looking for a special project. She definitely did not want to design the thousandth electric toothbrush, but to make a valuable contribution to society with a product. Based on the biological phenomenon of "retronasal smelling", she and her fellow student and later co-founder Tim developed a drinking system that is unique in the world and can aromatize water by scent. After a subsequent product design internship at Philipps in Amsterdam, Lena decided to found her own start-up company. Today, three years after the original idea, her startup air up already has 30 employees and has sold more than 100,000 air up starter sets.