The fleeting sense of calm Zander Mukanos got from a 15-second TikTok became the driving force for his company Myneral.
Mukanos, who graduated USC this May, stumbled upon a TikTok with soothing music and a simple message that urged him to pause and breathe.
Mukanos said the videos gave him a “warm feeling of okay, like, maybe I need to take a deep breath and everything is going to be okay.”
At this time Mukanos was struggling with anxiety and obsessive-compulsive disorder and these videos gave him a sense of relief.
Drawing from his personal journey of finding positivity during dark times, Zander conceptualized a unique product that would offer a daily boost to others going through similar experiences.
With a background in technology and a keen interest in mental health, he developed an innovative affirmation keychain that leverages NFC (Near Field Communication) technology, the same technology you use with Apple Pay, to deliver personalized positive messages.
Launched in October 2023, the crystal keychain serves as more than just an accessory. By tapping a smartphone to the keychain, users can access daily affirmations tailored to their current mood and needs, and the affirmations are refreshed every 24 hours.
The messages are organized under three themes: motivation, self-love, and wisdom, allowing users to select the type of encouragement or reflection they need for the day.
Zander explained that he did not want to take people away from social media, but rather find ways to deliver that positivity and needed a mental boost to people while they are still on their phones.
He also saw a need in the market for a product that encouraged people to be active participants in their well-being. While many affirmation apps offer push notifications, Mukanos wanted something more personal and intentional.
“I wanted something people could carry with them at all times that felt like a positive energy,” said Mukanos, describing why he chose a crystal key chain. “You set an intentional moment, and you grab the key chain and you scan it on your phone, and it delivers that positivity when you need it most.”
Everything at Myneral is intentional. From the aesthetic box it comes in that can be used as decoration, to the handwritten notes he includes in the package.
But getting to this point was not easy. The first time he pitched his business idea was to his peers in his entrepreneurship class, The Science of Peak Performance.
“It’s a very vulnerable thing when you start something. You’re constantly thinking, is this a dumb idea? Are people going to like this, you know? Are people going to make fun of me?” Mukanos said.
This pitch was the springboard that motivated Mukanos to continue to develop his product after he graduated.
Though the business is still in its early stages, the response has been encouraging. Mukanos said friends and early adopters have praised the product for its thoughtful design and the impact it has had on their mental well-being.
Mukanos, however, acknowledges that reaching a broader audience is challenging. @my.neral on TikTok has over 1,500 followers and 50,000 views on some of its posts.
“It’s been a slow but steady process of growth,” he admits. “Finding the right market segment that resonates with this type of product has been one of the hardest parts.”
Myneral does not have any direct competitors because it is carving out its own space in the wellness industry by combining technology and mindfulness in ways that a regular key chain or affirmation app can’t.
Despite these challenges, Zander remains undeterred. He has set his sights on expanding his distribution channels and is finishing up the process of getting his product listed on Amazon. This move, he believes, will open up new opportunities to connect with customers and make his product more accessible.
But Zander’s vision goes beyond just selling keychains. He plans to expand the product ecosystem by introducing new designs and functionalities. He’s also keen on experimenting with other wellness-focused products that can integrate with the existing NFC technology.
Ultimately, Zander’s mission is to make mental health tools approachable and present in everyday life.
“I know that I would have needed it at the times that I was struggling, and so being able to deliver that to people in a way where I can help them when they’re also struggling, that’s my bigger mission,” Mukanos said.