What Swanwick does

Swanwick Sleep is a US-based e-commerce company that designs, manufactures, and sells premium blue light blocking eyewear and complementary circadian light management products. Founded in 2015 by Australian brothers James and Tristan Swanwick, the company has sold over 300,000 pairs and serves customers in the USA, UK, and Canada through its owned DTC storefront, Amazon marketplace, and a wholesale program. The product portfolio centers on three lens types — Focus (37% blue light blocking 400-450nm), Relax (90% 400-500nm), and Sleep (99%+ 400-550nm) — packaged in multiple frame styles (Classic, Aviator, Kensington, Monroe, Blue-Banned) and unified by the Circadian Snap-On magnetic lens system.

The company's core technology is precision wavelength filtering validated by independent third parties including Colts Laboratories, SleepScore Labs, and university research teams (University of Washington, Indiana University, and University of Arizona). Sleep Swannies are FDA registered as medical devices. Recent product expansion includes the Circadian Tri-Color Light Bulb (2024) and a prescription lens program manufactured in a California optical lab. Swanwick generates revenue primarily through one-time hardware purchases priced $99.99-$249.99 for glasses, $34.99-$49.99 for lighting, and $19.99 for sleep aids, with the Circadian System premium sets reaching $399.99-$429.99. The company's customer base spans digital device users, sleep strugglers, parents of children using devices, health and biohacking enthusiasts, and professionals in sports and office settings. The business is bootstrapped, with no disclosed external funding, and is operated by a small team headquartered in Austin, Texas.

Name

Swanwick

Legal name

Swanwick Sleep

Website

https://swanwicksleep.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Swanwick Sleep is a US-based e-commerce company founded in 2015 that designs, sells, and ships premium blue light blocking eyewear and circadian light management products directly to consumers in the USA, UK, and Canada, with 300,000+ pairs sold across Focus, Relax, and Sleep lens categories.

Ownership category

akta.pro rank

Product category

Blue Light Blocking Eyewear

NAICS

Optical Goods Retailers (45613)

SIC

Ophthalmic Goods (3851)

akta.pro primary industry

Eyewear Retail & DTC Brands (Frames & Sunglasses) (CRAAAKAK)

akta.pro secondary industries

Smart Lighting & Controls Retail (Smart Switches, Dimmers, Hubs) (CRAIAHAF), Reading Glasses (OTC) (CRAAAKAG)

Keywords

• Blue light blocking glasses
• Circadian light management
• Blue light eyewear
• Sleep optimization products
• Digital eye strain glasses

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Blue Light Blocking Glasses: One-time purchase of premium blue light blocking glasses across Focus, Relax, and Sleep categories. Frames range from $99.99 to $249.99 for complete sets. Individual lenses and prescription add-ons available.
2. Lighting Products: Anti-blue LED light bulbs and night lights priced at $34.99-$49.99. Circadian Tri-Color Light Bulb offers three light modes in one product.
3. Sleep Aids: Sound blocking earplugs ($19.99) and hypnotherapy downloads ($19.99) as complementary sleep products.
4. Prescription Lenses: Custom prescription lenses in single-vision, progressive, and reading options with premium materials (CR-39, Trivex H53, High-Index 1.67) made to order in California optical lab.
5. Wholesale & Distribution: Wholesale program for retailers and bulk buyers, plus affiliate program for content creators.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Swanwick Sleep designs and sells premium blue light blocking eyewear organized into a Circadian System with three purpose-built lens types (Focus for daytime, Relax for evening, Sleep for nighttime) along with complementary anti-blue light LED lighting products and sleep aids. The company sells through its own DTC e-commerce storefront, Amazon, and a wholesale program to individual consumers seeking better sleep, reduced digital eye strain, and circadian rhythm optimization.

Product overview

Swanwick Sleep offers a comprehensive circadian light control system centered around its Swannies brand of blue light blocking glasses. The product portfolio consists of three lens types (Focus for daytime, Relax for evening transition, Sleep for nighttime) available in multiple frame styles (Classic, Aviator, Kensington, Monroe, Blue-Banned, Cat Eye) and sizes (including Kids). The system is complemented by anti-blue light lighting products (Circadian Tri-Color Light Bulb, night lights) and sleep aids (earplugs, hypnotherapy). The flagship Circadian Swannies Snap-On combines all three lens functions in one frame through magnetic snap-on technology. The company also offers prescription lenses and readers/fitovers for users requiring vision correction.

Differentiator

Problem solved

Functional benefit

Brands

• Swannies: The company's flagship product line of blue light blocking glasses, available in Focus (daytime), Relax (evening), and Sleep (nighttime) variants with various frame styles including Classic, Aviator, Kensington, Monroe, and Blue-Banned.
• Circadian System
• Better Nights

Products and services

• Focus Swannies Clear or almost-clear blue light blocking glasses designed for daytime screen use, reducing digital eye strain and visual fatigue while allowing beneficial blue light to pass through. Blocks 37% of blue light 400-450nm. Priced at $129.99 for Classic Black.
• Relax Swannies Yellow-tinted blue light blocking glasses for evening wind-down that gently filter stimulating blue light to help the nervous system shift out of high-alert mode. Blocks 90% of blue light 400-500nm. Priced at $139.99-$149.99.
• Sleep Swannies Amber/orange-tinted blue light blocking glasses worn 1.5 hours before bedtime that block over 99% of blue light (400-550nm) to protect melatonin production and support deeper sleep. Priced at $129.99 for Classic Black. FDA registered as a medical device.
• Circadian Swannies Snap-On 3-in-1 magnetic snap-on lens system with Focus, Relax, and Sleep lenses that attach to a base frame for full circadian light control throughout the day. Circadian Snap-On Classic Black priced at $249.99; complete sets range from $189.99-$249.99.
• Prescription Swannies Custom prescription blue light blocking glasses available in single-vision, progressive, and reading lenses, made to order in California optical lab. Frame prices from $59.99 to $89.99 plus lens costs. Premium materials include CR-39, Trivex H53, High-Index 1.67.
• Kids Swannies Blue light blocking glasses designed for children in various sizes (Kids Colors, Classic Kids, Classic Small, Regular) to protect developing eyes from digital device blue light. Priced at $99.99.
• Readers/Fitovers Swannies Reading magnifiers and fitover glasses that combine blue light filtering with prescription vision correction for enhanced focus during reading and screen use.
• Circadian Tri-Color Light Bulb 4W LED light bulb with three circadian modes (Focus 4000K/580 lumens, Relax 1600-1700K/500 lumens, Sleep 1000K/168 lumens) that supports natural circadian rhythm through adjustable color temperature. Low flicker technology tested below industry limits. Priced at $49.99.
• Anti-Blue LED Night Lights Red and amber night lights with motion sensors and dusk-to-dawn sensors designed to provide blue-light-free illumination for nighttime navigation without disrupting melatonin production. Priced at $34.99.
• Sound Blocking Earplugs Sound blocking earplugs designed to reduce ambient noise and promote deeper rest by reducing brain activity during sleep. Priced at $19.99.
• Hypnotherapy for Sleep Sleep hypnotherapy MP3 download designed to help users fall asleep faster through audio-guided relaxation techniques. Priced at $19.99.

Quantifiable outcome

• 11 minutes faster to fall asleep (SleepScore Labs validated)
• +9 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• University of Washington & Indiana UniversitycoreStrategic or Co-development Partner · 1 January 2020Joint research study published in Journal of Applied Psychology (2020) and featured in Harvard Business Review. Two trials showed Swannies wearers slept 5-6% longer with 11-14% improvement in sleep quality and 7-9% improvement in task performance.
• SleepScore LabscoreStrategic or Co-development PartnerIndependent sleep research laboratory that conducted a four-week validation study on Sleep Swannies, finding significant improvements in sleep metrics. Swanwick earned SleepScore Validated status based on this research.
• University of Arizona (Dr. Michael Grandner)coreStrategic or Co-development PartnerDr. Grandner tested 50 lenses from various brands. Sleep Swannies ranked among top performers for blocking sleep-disrupting light while maintaining wearability and comfort.
• Colts LaboratoriescoreTechnology or IntegrationIndependent third-party laboratory that tests and validates Swanwick lens transmission reports, verifying the exact percentages of blue light blocked at specific wavelengths.
• AmazonminorChannel Partner/ Reseller/ DistributorMarketplace distribution partner where Swanwick products are available alongside the company's own storefront.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Warby Parker: Major DTC eyewear brand with broad prescription frame catalog and an integrated blue light blocking lens option. Competes with Swanwick on prescription and DTC channels at scale.
• Zenni Optical: High-volume online eyewear retailer offering prescription frames with blue light filtering add-ons at very low price points. Pressures Swanwick on price-sensitive segments.
• Clearly (formerly Coastal.com): Online optical retailer selling prescription eyewear with blue light filtering. Comparable to Swanwick's prescription lens business on e-commerce optical model.
• LensCrafters: National optical retail chain offering prescription eyewear with blue light lens coatings. Comparable on prescription eyewear category and represents the incumbent retail channel.

Direct peers

• Peepers: DTC eyewear brand with strong blue light blocking reading glass assortment, comparable price points, and similar mass-market positioning.
• Felix Gray: Premium DTC blue light blocking glasses brand offering multiple lens tints for screen use and sleep. Most direct comparable to Swanwick's Swannies line on product, positioning, and price points.
• Gunnar Optiks: Pioneering blue light blocking eyewear brand founded in the mid-2000s targeting gamers, office workers, and sleep consumers. Closest historical peer to Swanwick in category and end-use.

Emerging players

• Method Seven: Specialty eyewear brand offering blue light and grow-room lens technology with technical precision. Comparable to Swanwick on engineering-led differentiation and lens wavelength accuracy.
• Oura: Consumer sleep and recovery wearable brand. While not eyewear, Oura competes with Swanwick on the broader sleep-optimization consumer narrative and could bundle with circadian lighting/eyewear concepts.
• Hatch: Direct-to-consumer circadian light and sleep products brand including sunrise alarm clocks and Rest night lights. Comparable to Swanwick on circadian lighting category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/swanwicksleep
• Instagraminstagram.com/swanwick
• TikToktiktok.com/@swanwicksleep
• Xx.com/SwanwickSleep

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Swanwick