Healf connects shoppers to the world's best wellbeing brands, offering tools and rituals across its Four Pillars™ - EAT, MOVE, MIND, and SLEEP. Every product passes through the Healf Curation Process™, rigorously vetted by a panel of industry specialists including dieticians, personal trainers, psychologists, and sleep experts.
Unlike fashion or home, wellness shopping is largely functional and needs-based: shoppers arrive with a goal - better sleep, gut health, recovery, energy - rather than an aesthetic. But function alone doesn't decide the purchase. Within any need, shoppers gravitate toward the brands, formats, and philosophies that resonate with them - clinical versus natural, device versus supplement, established science versus frontier innovation. Helping each shopper find the right answer to their need, and everything that naturally belongs alongside it, is central to the Healf experience.
In a needs-based category, the obvious risk is treating discovery as a lookup problem: shopper searches for sleep support, show sleep products. A single shopper might be looking for:
But solving the stated need is table stakes. The real opportunity - and the harder problem - is the adjacencies: knowing that this shopper's sleep goal makes them a strong match for one brand's philosophy and not another's, and that their next relevant product may sit in a different pillar entirely.
The core challenge was:How do you surface not just the products that answer each shopper's functional need, but the relevant adjacencies around it - the brands that resonate with them, and the products across pillars that belong in their routine?
Functional categories are often assumed to need less personalization - if the need is explicit, what's left to personalize? In practice, the opposite is true. Because most wellness products plausibly "answer" a need, the ranking problem shifts from what matches the query to what resonates with this person: which brands they trust, which formats fit their life, and which adjacent products complete the routine they're building.
PSYKHE AI built specialist wellness embeddings that model signals like brand affinity, format and philosophy preference, and routine context - the micro-signals that decide between functionally equivalent options. Those embeddings feed a real-time, per-user reinforcement learning system that ranks products per-shopper, continuously adapting as intent reveals itself.
As shoppers browse, hover, click, and move between pillars, the system recalculates ranking in real time - learning which brands and adjacencies resonate within the session, rather than treating the stated need as the whole story.
The result is a discovery experience built for needs-based retail: the functional need is answered precisely, while the relevant adjacencies - the resonant brands, the complementary products across EAT, MOVE, MIND, and SLEEP - surface at the right moment. Instead of stopping at the query, the system helps each shopper find the full routine their goal implies.
Mine & Yours achieved a +15.6% increase in sustained Conversion Rate after implementation of PSYKHE AI’s real-time, per-user AI merchandising.
Methodology: A clean A/B test was run over three months on category pages. One group experienced PSYKHE AI’s real-time ranking; the other saw the original site sort logic.
This wasn’t about personalization by “persona”. It was about true, live alignment to individual taste - calculated moment to moment. With no inventory depth to fall back on, PSYKHE AI ensured each visitor saw the items most likely to convert. No tagging. No manual sequencing. Just intelligent, taste-aligned discovery.
