Lia’s test, which went on sale in March, is made from biodegradable paper-based material that Lia says can go in the toilet after use. Lia Diagnostics, which says its product is the first flushable pregnancy test, was founded by advertising executive Previously worked for the produce-delivery company Hungry Harvest. Many of the new companies are led by founders proficient in e-commerce, but with less experience in consumer health.
