Mila – D2C Ranking & Growth Metrics
Smart HEPA air purifiers for homes and families
Last updated · August 2026 edition · method v1.2
Mila ranks #294 of 312 D2C brands in the August 2026 edition and #114 of 121 in Home, down 2 places on last month. We estimate Mila's revenue is shrinking year on year (medium confidence). Branded search is declining sharply over the past year, with a seasonal peak in November and December. Among home brands selling air purifiers, its closest competitor is Molekule (#227).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, medium confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Mila is today: #294 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Published above 5,000 monthly branded searches.
what drives the score Is Mila's revenue growing?
We estimate Mila's revenue is shrinking year on year (medium confidence). Mila's branded search volume is small, so the signal is noisier and confidence is medium.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Mila growing?
Mila has no Momentum score yet: Momentum is published once a brand passes 5,000 monthly branded searches. Branded search is declining sharply over the past 12 months. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #244 to #294 overall. Its size score is driven most by social audience, with branded search demand relatively weakest.
About Mila
Mila designs and sells smart air purifiers for homes, aimed at families concerned about indoor air quality. The company was started by three fathers, Grant, Dave and Charles, who experienced urban air pollution firsthand while living in Shanghai and wanted to build a purifier that was easy to live with, simple to operate, and designed around how people actually use such devices at home. The brand is named after one of the founders' children.
Mila branded search volume
How often people search for Mila by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining sharply. Demand is seasonal, peaking in November and December and lowest in February.
Mila's audience, products and channels
Social audience
- Instagram milacaresquad 18,682
Also on Facebook.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada.
Ecommerce stack
- Email & SMSMailchimp
- Customer serviceZendesk
- TrackingGoogle Tag Manager
- AnalyticsTriple Whale
Tools detected on milacares.com; detection covers common apps and may miss some.
Mila competitors
The home brands closest to Mila: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Air purifiers and humidifiers using proprietary PECO filtration technology
Spun iron cookware made in Shropshire, England.
Quick-drying Supima cotton waffle bath towels and bathroom textiles.
Natural and organic mattresses made in the USA
Scented candles and home fragrance sold direct to consumer
Mila: common questions
What does Mila sell?
Smart HEPA air purifiers for homes and families. Known for: Air3 purifier, Air Mini purifier, HEPA filtration, Filter subscription service and Smart air quality monitoring.
Where is Mila from?
Mila is based in .
Where can you buy Mila?
Mila sells through its own online store and selected retailers. Its online store is at milacares.com.
Who founded Mila?
Mila was founded by Grant, Dave and Charles.
Is Mila's revenue growing?
We estimate Mila's revenue is shrinking year on year (medium confidence). Mila's branded search volume is small, so the signal is noisier and confidence is medium. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Mila's competitors?
Mila's closest competitors in the Home category are Molekule, Netherton Foundry, Onsen and Birch Living.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.