About the Founder

I'm Catalina Girald, founder and CEO of Liddy. I'm a serial founder who has spent most of my career building consumer brands. For eleven years I ran Naja, a direct-to-consumer label that was the first to make nude underwear in seven skin tones, which is the industry standard now. We built our own factory in Colombia so we could employ single mothers and women heading their own households. I know what it takes to make a product and get it in front of the people it was made for.

I also know how much gets lost in the gap. Bras are hard to buy online. So is most of beauty. A customer has a real question, the kind a good associate would have answered in a few sentences, and there is no one there to ask. I felt it running Naja, and when I looked at what was supposed to fill that gap, I found chatbots that deflect support tickets. That is not a salesperson. We can do so much more.

I started my first company at Stanford, right as e-commerce was beginning. We went from a store with a person who knew everything to everyone shopping online, and because we could not recreate that person, we ended up with hundreds of tools each doing a sliver of what she used to do. Email because you cannot talk to people. Heatmaps because you cannot watch them move through the store. I built Liddy because we are finally at the point where we can bring that person back. One expert who talks with your customers, remembers them, and helps them buy with confidence.

Beauty and wellness is where this matters most. The products need explaining, the questions carry real stakes, and the general-purpose AI everyone is reaching for guesses often enough to be a liability when someone is pregnant or layering products that work against each other. Liddy is built to get those answers right, and to remember the person who asked. Not a chatbot. A relationship.