Keen by HabitAware is made out of personal need.

Aneela & Sameer set out to solve her unwanted repetitive behavior, trichotillomania. Now, they want to help you.

Do you want to change lives? Join the HabitAware team.

How HabitAware Happened

Hi! I'm Aneela & I've been pulling the hair from my eyebrows & eyelashes for the past 20+ years. For most of that time, I thought I was alone. I hid my hair pulling disorder from family and friends with makeup and fake smiles.

A few years ago, I shared this secret with my husband, Sameer. Together we set out to make a smart bracelet to help me become aware of my trichotillomania.

It's helped me so much in just a few months, giving my hair - and self-confidence - time to regrow.

We've seen how Keen's power of awareness can help others who are ready make positive change in their lives!

See Success Stories

Our smart bracelet helps you make real, positive life change.

How Keen Works

Committed to the BFRB community: shattering shame & stigma

HabitAware's mission is to raise awareness of Body-Focused Repetitive Behaviors (hair pulling (trichotillomania), skin picking (dermatillomania), nail biting) and other behaviors.

We are humbled to be a for voice for those that are not yet ready to speak out on how these disorders affect their lives.

We support the TLC Foundation for Body-Focused Repetitive Behaviors, the Canadian BFRB Support Network, the PickingMe Foundation and Not Alone Notes in their efforts to support the community and fund research for a cure.

The non profit organization names and logos are used with permission, but do not constitute an endorsement, express or implied.

Made With Love

The HabitAware Team has the understanding, passion, and expertise to build and deliver Keen awareness to you.

OUR TEAM

Aneela Idnani Kumar - HabitAware Team Aneela Idnani Kumar, Designer & "Trichster"
Aneela is the inspiration for HabitAware. She is a mobile app designer and has produced award-winning interactive advertising campaigns. Aneela has had trichotillomania for 20+ years and is excited to help others like her change their life.

Sameer Kumar - HabitAware Team Sameer Kumar, CEO
Sameer is data-driven, having worked in investment analysis, management consulting and corporate strategy. His favorite activities are cooking and playing legos with his son. Sameer is driven by the positive change he has seen in his wife, Aneela.

Kirk Klobe - HabitAware Team Kirk Klobe, CTO
Kirk has been fascinated with computers since childhood. He was integral to the launch of several IT consulting startups. Kirk can’t resist a good technical challenge, especially when the solution changes people’s lives.

John Pritchard - HabitAware Team John Pritchard, PhD, Lead Hardware Engineer
John is an inventor by nature and is fulfilling his dream of teaching at a university. He has worked in fiber optics and advanced military tech. He once made an LED light suit for fun. John is passionate about making things that are meaningful for others.

Ellen Crupi - HabitAware Team Ellen Crupi, Director of Business Development & Awareness
Ellen is a mental health activist committed to educating and reducing the stigma around mental health and BFRBs. A fellow "Trichster" of 30+ years, she cares deeply about her work and the community she serves. When she is not helping others find positive change with Keen, Ellen enjoys Barre classes and really good coffee.

Ellen Crupi - HabitAware Team Mari Larsen, Lead Designer & Marketing Coordinator
Mari is a graphic designer and illustrator. She aims to make positive change through her work and is delighted to do so for mental health and driving self-initiated growth. Especially since she has derma, but didn't even know that was a diagnosis until she started as an intern at HabitAware!

OUR PROFESSIONAL ADVISORS

Dr. Carol Novak, MD

Founding Director and Member of the Scientific Advisory Board (SAB) for the TLC Foundation for BFRBs.

"HabitAware's technology is a breakthrough...It also has huge potential for future research."

Dr. Varsha Reddy, DDS

Pediatric Dentist, Adjunct Professor, NYU College of Dentistry, and Top "40 under 40" in the US.

"This is really going to help families trying to help their children stop problematic thumb-sucking..."

Dr. Doug Woods, PhD

Marquette University Graduate School Dean, TLC Foundation for BFRBs SAB, leading Trichotillomania Researcher

"Keen has great potential to improve BFRB outcomes and we look forward to collaborating on research..."