How To Cut Through Gimmicks Of The Sleep Market, According To Experts

Forbes

31-03-2025

Young woman in bed
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Mouth tape, red light therapy, magnesium spray, supplements, weighted blankets, wearable tech. In 2025, breaking through the noise and gimmicks of the sleep market (valued at near $600 billion globally) can be as frustrating as the sleep itself. Remember when cozying up under a soft comforter was good enough?
According to a Statista report, the global sleep aid economy has already generated close to $6 billion in 2025 alone, with a predicted annual growth rate of 4.77% in the next five years. The U.S. is the market leader, generating a revenue of $2.18 billion so far this year. The report adds that sleep tracking technology has contributed immensely to the category's rise.
Before getting into gimmicks of the sleep market, expert tips and proven best sleep practices, let's address foundational issues that can set the tone for everything else.
'No matter how many sleep tricks you try—whether that's white noise machines and apps with nature sounds, or weighted blankets, sleep masks, and so on—none of them will do you any good if you have an underlying sleep condition such as insomnia or sleep apnea,' explains Andres Moran, co-founder and CEO of Complete Sleep. 'As someone who suffered from sleep apnea without even knowing it, I was constantly waking up exhausted and depleted, even before I got out of bed. No matter how many sleep hacks or tricks I tried, nothing helped. I grew increasingly frustrated and felt overwhelmed. When it turned out I had sleep apnea, I was relieved to learn that there was an actual medical reason for my poor sleep, and I hadn't been doing anything 'wrong.' '
Moran later opted for a custom night guard to help cradle his jaw and tongue in a position that keeps his airway open. He learned that his snoring was a result of sleep apnea, which is more common than he realized.
Much like Moran's night guard, mouth tape—a newer innovation aimed at supporting nasal breathing—has been implemented in recent years for similar uses. VIO2, for example, aims to reduce snoring, support oral health, reduce risk of sleep apnea and aid in stress reduction.
'If snoring is loud and disruptive, and happens on an ongoing basis, and if you're waking up feeling exhausted or gasping for air, it's time to see a doctor right away,' Moran says. 'Snoring does not always indicate sleep apnea—but it's the most common symptom.'
Danielle DuBoise, co-founder of Sakara and newly launched Night Service sleep supplements, seconds Moran's sentiments.
'Sleep is complex and individualized,' she says. 'What works for one person may not work for another, and no supplement can replace healthy sleep habits or address underlying health issues that may be contributing to sleep problems.'
Photo of a snoring man next to a woman in bed
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With sleep disorders out of the way, there may be (treatable) habits you've developed, preventing you from getting the quality sleep you deserve.
'We know that the blue light emitted from electronic devices can interfere with melatonin production, and our ability to settle down for sleep,' Moran says. 'So if you can, try avoiding screens for at least an hour before bedtime. I know this is tough for many people, but it really makes a difference. Another thing to avoid or at least limit before bedtime is alcohol, which we know can be disruptive to our sleep cycles and may contribute to other health issues, too.'
As Moran noted above, snoring isn't always indicative of sleep apnea. In the case that the undesirable habit is more related to lifestyle, the founder says, 'Weight-loss can significantly reduce snoring, as can avoiding alcohol—which can relax the throat muscles and worsen snoring. Also, changing your sleeping position, by sleeping on your side, is often an effective way to minimize snoring. Try to avoid sleeping on your back, as this can cause your tongue to fall back and obstruct your airway.'
Sometimes it's not even the breathing that keeps people from a sound sleep. If you wake up frequently to use the restroom, 'The first step is limiting your fluids before bedtime, and avoiding caffeine and alcohol at night,' Moran shares. 'These are diuretics, so they increase the need to urinate. Other lifestyle modifications to consider are elevating your legs at night to reduce fluid retention in your lower extremities, and increasing regular physical activity to improve bladder control.'
Now that you know what do ditch, there are also things you can add that will amplify your sleep.
Humidifiers, essential oil diffusers and noise technology aren't just gimmicks of the sleep industry. Homedics, for example, specializes in science-backed home health innovations. Daniel Kaufman, the brand's head of corporate strategy, says humidifiers prevent dryness that can disrupt sleep.
The brand's Small Plant Humidifier implements a small plant to 'improve air quality by naturally filtering toxins and increasing oxygen levels,' Kaufman says. 'It fosters a calming, sleep-supportive environment.'
Meanwhile, Kaufman calls 'functional fragrances' like lavender, eucalyptus and chamomile key to aiding everything from tranquility to breathing. 'Each optimizes restfulness by triggering the brain's natural relaxation response for a deeper, more restorative sleep,' he says.
So whether in the form of something like the Homedics SereneScent Waterless Diffuser, or a topical formula like Jessica Chastain's favored Asutra Dream the Night Away lotion, there's a deeper purpose for these aromas than just smell. After all, they don't call it aromatherapy for nothing.
'A warm bath with magnesium salts should be part of everyone's bedtime ritual,' says Asutra owner and CEO, Stephanie Morimoto, whose magnesium flakes include lavender essential oil to amp up relaxation. 'Magnesium plays a vital role in regulating neurotransmitters that influence sleep. It helps quiet the mind and relax the body.'
It's important to note that not all magnesium is the same. Morimoto points out that magnesium chloride (found in Asutra products) absorbs more easily into the body than magnesium sulfate, which is the core of epsom salts. According to Morimoto, magnesium chloride gets more concentrated bioavailable magnesium into the body, offering more intense, longer-lasting effects and better sleep.
You also have ingestible magnesium glycinate, which 'helps regulate the body's cortisol levels, which is important for reducing stress and preparing the body for sleep,' explains DuBoise, who includes this, along with GABA, 5HTP and adaptogens in her Night Service supplements. 'It also aids in the production of melatonin, the hormone responsible for regulating the sleep-wake cycle. By supporting the nervous system's relaxation response, magnesium glycinate helps optimize the body's natural sleep processes.'
While not new, melatonin is arguably the most divisive sleep aid. With a predominant focus on sleep support for kids, the hormone known to aid jet lag and temporary insomnia, can also be found in adult fan favorites, including Lemme Sleep, Goli Dreamy Sleep Gummies and Olly Sleep.
'Excessive doses can disrupt your body's natural rhythm and cause side effects like grogginess the next day,' DuBoise says. 'While melatonin is essential for regulating sleep-wake cycles, too much can throw off your body's natural production. Overuse can lead to dependence, altered circadian rhythms, and even vivid dreams or nightmares. The more melatonin you take, the less your body produces naturally, so moderation is key. High doses, above 3 mg, can also cause your body to 'downregulate' its own melatonin production, making sleep issues worse in the long run.'
Speaking of melatonin, Helight red light, for example, emits a precise wavelength of 630 nanometers, during which the release of natural melatonin is stimulated, creating a serene atmosphere and facilitating a seamless transition into slumber as the light slowly fades out.
Diffuser emits scents from essential oils
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Quality sleep is an investment. Luxury bedding and a state-of-the-art mattress is about more than just aesthetics. While there are certainly gimmicks of the sleep market under this category, there are also important factors to note.
'Too thick, too scratchy, or too heavy can all result in a bad night's sleep,' explains ZigZagZurich co-founder Adam Comiskey. 'Breathable fabrics wick away moisture, preventing overheating or night sweats. Natural materials are key because they also minimize skin irritation and create a more soothing sleeping environment. Breathable materials like cotton or linen improve airflow, and new fibers like lyocell and modal are also excellent for sleep. Avoid polyester and other synthetics, as they trap heat, lack breathability and are generally unpleasant to sleep in.'
In addition to natural materials, 'High-quality cotton bedding starts with high-quality yarns,' Comiskey says. 'The finer the cotton yarn, the softer the fabric.'
Comiskey opts for Egyptian and Pima cotton with a 300-600 thread count. 'This is sufficient if the yarn quality is high,' he says. 'Yarn-dyed fabrics are the best. Beware of cheap 1,000, 1,500 or 2,000 thread count sheets, as many are mass-produced in Asia. Even if they say 'Made in Portugal,' the base fabric is often imported from Asia, then dyed and sewn in bulk in Portugal.'
Raymond Yang, founder and CEO of Deconovo, echoes Comiskey's sentiments. 'Synthetic fabrics like polyester and low-quality cotton trap heat, absorb moisture unevenly and can irritate sensitive skin,' he says. 'Low-thread-count cotton can feel rough, causing friction that leads to sleep lines, wrinkles, and hair breakage. For those with allergies or skin concerns, non-organic materials may also contain chemical residues that can trigger irritation.'
Luxury pillowcases, too, aren't just for show. 'They play a vital role in sleep quality by affecting temperature regulation, moisture retention, and overall skin and hair health,' Yang explains. 'The material determines how well the pillowcase manages breathability, allergens and bacterial buildup. For example, a 100% Mulberry Silk pillowcase offers thermoregulation, which keeps sleepers cool in summer and warm in winter. It also reduces friction against the skin and hair. Unlike synthetic alternatives like polyester, silk provides a naturally soothing and breathable surface that enhances sleep quality.'
Even if you opt for a duvet cover, don't skimp on your comforter. 'High-quality comforters typically utilize the baffle box design,' says Tandy Avery, the vice president of product development at Luxome. 'It's a thin strip of fabric sewn between the top and bottom layers of the comforter. The fabric strip creates a small box for the fill that adds loft to the comforter, keeps the fill evenly distributed, and enhances breathability. A really good comforter will have a combination of many factors, including fill quantity, fill quality and comforter construction.'
While quality is key, be wary of bedding that claims to be good for your back. 'The sleep industry pushes costly 'orthopedic' and 'custom-spinal zone' mattresses as scientifically superior, yet no single mattress type has been proven best for spinal health,' says Dr. Matthew Walker, who instructs The Science of Better Sleep class on MasterClass. 'Similarly, specialty pillows marketed for pain relief often lack evidence for improving sleep quality over standard pillows.'
Dr. Walker also believes 'cooling' materials in mattresses often provide minimal real-world temperature regulation. 'Instead, focus on smart mattresses that use water to change the temperature,' he suggests.
Regardless of quality, mattresses aren't one-size-fits-all. 'New mattresses take about 15-20 nights to adjust, and initial discomfort doesn't always mean a bad fit,' the doctor says. 'Adding a temporary topper or adjusting sleep posture can help during the break-in period. But after that period, if you're waking up with skeletal pain, or tossing and turning all night, return it.'
High quality bedding
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Did you know something seemingly innocuous like having your running shoes on display can alter your sleep mindset?
'If you have items stored under the bed, consider their meaning,' says Anjie Cho, co-author of Mindful Living, and educator at the Mindful Design Feng Shui School. 'For example, shoes might represent movement, while luggage can symbolize travel and movement. Items like divorce papers or objects tied to past relationships can hold emotional energy that could interfere with your sleep. When you sleep, you enter a passive, yin state, which makes you more sensitive to your surroundings. If you must store things under the bed, stick to softer items like extra pillows or blankets.'
Going back to what was said above about high-quality sleep materials, once again, luxury isn't just gimmicks of the sleep industry.
'When you're sleeping, you're in a passive state, so having mindfully sourced, ethical and high quality materials will integrate similar qi (life force energy) into your space and body for restful sleep,' the expert explains. 'Materials like the mattress, linens, pillows or a rectangular or square rug under the bed also bring in stable, nurturing and grounding qualities of the earth element for restful sleep.'
If you've associated lighting with 'setting the mood,' there's an energetic science to this.
'When it comes to sleep, you want to enhance the yin (restful, dark) energy in your bedroom,' Cho says. 'Electronics, like phones and other devices, emit blue light, which is linked to yang energy. Yang energy is active and bright, and can make it harder to unwind as well as fall or stay asleep. Instead, opt for warmer-toned lighting, such as the soft glow of a salt lamp or candle light—just remember to blow out candles before going to sleep! By fostering a darker, more calming atmosphere, you create the ideal environment for rest and relaxation.'
Ultimately, your personalized sleep routine will never be among gimmicks of the sleep market. It's a matter of what's proven to work for you. 'You need to prepare for sleep the way you would prepare for a meeting or a workout,' Morimoto says. 'I've created a pre-bed ritual that I like to call a power down hour where I do activities that are relaxing to me to signal to my brain that we're winding down for sleep. I like to read a book, take a bath or use a heating pad, and I force myself to put away my phone and other devices to transition to rest.'