Our Story

Between Vogue declaring boyfriends "embarrassing" and TikTok showing dating wrap-up nightmares, one thing is clear: women are over it. Over the endless swipes, over mixed signals, over bending ourselves to fit someone else's life. Over a system that teaches us to pour energy everywhere except into ourselves.

I'm Tara. I ended a relationship that lasted almost four years and realized something uncomfortable: It wasn't that I failed at love – I had slowly reshaped my life to fit something that was never meant for me. My ambitions softened. I stopped pursuing projects, passions, and friendships. I lost touch with myself and who I wanted to become.

I'm Josephine. I was drowning in dating app chaos, getting endless advice on how to be less needy, less intense, less honest. I wasn't heartbroken, I was exhausted and confused about why dating felt like a performance instead of a connection.

When we looked around, it wasn't just us. Women were burned out everywhere: newly single, swiping through apps, or in long-term relationships where they'd lost their spark. Different situations, same pattern: women disconnecting from themselves in the process of trying to be chosen.

And then it hit us: we'd spent years helping men level up – coaching confidence, social skills, editing resumes, giving career advice – while they moved through male-dominated networks that amplified their success in ways women couldn't even access. It made us ask: what if we had those same systems – and poured that energy into each other?

DEINA exists to answer that question.

We're building the networks we have always deserved: spaces where knowledge, opportunity, and power are shared, cultivated, and compounded – for women by women.

Named after the Persian philosophy Daena, which teaches that you become what you choose, DEINA helps women choose the habits, people, and spaces that empower them to live as their best selves. This isn't about pleasing anyone else — it's about reclaiming your power, aligning with your goals, and raising your standards through:

• 30-day challenges that rebuild momentum and form lasting habits.
• Community that makes growth easier – progress is stronger when it's shared.
• AI support that keeps you moving forward when motivation fades.

This app is for the woman who's tired of checking if he viewed her story. For the woman getting her spark back after a breakup. For anyone who's ever thought "I don't recognize myself anymore".

We see you. We were you. And we built this for us.

Tara & Josephine