Drowsy Sleep

What Drowsy Sleep does

Drowsy Sleep Co. is a privately held, direct-to-consumer e-commerce brand founded in 2020 by co-founders Thom Hemelryk (Creative Director) and Rich Hemelryk (Co-founder and Chief Product Officer), headquartered in New York. The company designs, markets, and sells premium silk sleep and beauty wellness products — primarily sleep masks, pillowcases, padded scrunchies, weighted blankets, aromatherapy (pillow sprays, candles), magnesium-infused body care, sleep supplements, and silk travel accessories — through three regional online storefronts (us.drowsysleepco.com, drowsysleepco.com for UK, eu.drowsysleepco.com) with shipping to 50+ countries and no disclosed physical retail or third-party marketplace presence.

The product platform is anchored on a consistent 22 Momme mulberry silk material specification across masks, pillowcases, scrunchies, and weighted blankets, supplemented by two proprietary technology claims: hyaluronic-acid-infused "Hyalo Silk" pillowcases (clinically tested in an in-use study of 32 women aged 35-65 showing 11% improvement in skin hydration and 17% in skin texture after 7 nights), and contoured eyelash-protecting eye-cup masks developed through 15 design iterations over approximately one year of testing. Sub-brand collections (Breakfast at Drowsy, Sleep and the City, Hotel Paradiso, Swarovski-embellished) and limited editions (Paris Love Story, Pipe Dreams) drive thematic assortment breadth, while co-branded collaborations (RevitaLash x Drowsy Dream Lashes Kit at $151) extend reach into adjacent beauty categories.

The revenue model is one-time unit e-commerce sales with prices ranging from $20 (silk detergent) to $1,195 (silk weighted blanket), supplemented by curated bundles offering $6 to $127 in savings, B2B wholesale, corporate gifting, and limited-edition collaborations. Customer segments skew toward affluent women seeking luxury sleep-plus-beauty positioning, with secondary segments in lash-extension wearers, frequent travelers, and corporate gifting buyers. Marketing relies on celebrity and influencer endorsements (Trinny Woodall, Vogue Williams, Sarah Jossel, Emmy winner Anne Winters), organic Instagram, an owned content blog, email and a "Drowsy P.M." loyalty program, and earned media through five consecutive years of industry awards (2020-2024). The company is founder-owned with no disclosed external funding.

Name

Drowsy Sleep

Legal name

Drowsy Sleep Co.

Website

https://us.drowsysleepco.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Drowsy Sleep Co. is a premium DTC e-commerce brand, founded in 2020, that designs and sells 22 Momme mulberry silk sleep masks, pillowcases, weighted blankets, aromatherapy, and beauty wellness products to affluent consumers across US, UK, and EU storefronts shipping to 50+ countries.

Ownership category

akta.pro rank

Product category

Sleep Accessories

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

akta.pro secondary industries

Pillows & Pillow Systems Retail (CRAIABAC), Sleep Health & Comfort Services (In-Store Fitting, Delivery, Removal, Sanitization) (CRAIABAJ)

Keywords

• Silk sleep masks
• Silk pillowcases
• Weighted silk blankets
• Sleep wellness accessories
• Beauty sleep products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: One-time purchase of individual products (sleep masks, pillowcases, scrunchies, travel accessories, aromatherapy, body care, supplements) through owned e-commerce storefronts (US, UK, EU). Primary revenue stream.
2. Bundles and Gift Sets: Pre-curated multi-product bundles (mask + pillowcase, mask + scrunchie, full ritual sets, weekend/travel collections) sold at a discount vs. individual items. Drives higher AOV through cross-sell.
3. B2B Wholesale and Corporate Gifting: Wholesale purchasing program for businesses and corporate gifting solutions, as indicated by dedicated B2B wholesale and corporate gifting pages on the website.
4. Brand Collaboration Products: Co-branded limited-edition product collaborations (e.g., RevitaLash x Drowsy Dream Lashes Kit at $151) sold through both brand's e-commerce channels, generating revenue from exclusive co-marketed bundles.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Drowsy Sleep Co. designs and sells a premium sleep and beauty wellness product line centered on 22 Momme mulberry silk sleep masks and pillowcases, supplemented by silk weighted blankets, padded silk scrunchies, silk travel accessories, aromatherapy (pillow spray, candle), magnesium-infused body care, and supplements. The brand operates direct-to-consumer e-commerce storefronts in the US, UK, and EU and ships to over 50 countries, with B2B wholesale and corporate gifting available for business buyers.

Product overview

Drowsy Sleep Co. is a premium silk sleep and beauty wellness brand offering a comprehensive product ecosystem centered on silk sleep masks and pillowcases, with complementary categories including weighted blankets, travel accessories, aromatherapy, and body care. The core product line consists of Original Silk Sleep Masks (22 Momme mulberry silk, $89), Eyelash Protecting Masks (contoured design, $89), and Featherweight Masks for hot sleepers. The brand has developed multiple sub-brands including Breakfast at Drowsy (Manhattan-inspired turquoise and gold), Sleep and the City (ruffled pink and black satin), Hotel Paradiso (bold leopard and pink prints), and Swarovski Embellished Collection (crystal-adorned luxury masks). The Hyalo line represents an innovation category with hyaluronic acid-infused silk pillowcases clinically tested for skin benefits. Complementary products include Padded Scrunchies ($39), Travel Collections (weekend bags $195, caps $59), aromatherapy (pillow spray $39, candles $49), body care (magnesium cleansers and creams), and curated Bundles offering savings of $24-$127. The brand positions itself at the intersection of luxury sleep accessories and beauty skincare, with celebrity endorsement and multi-award recognition (Get The Gloss Wellness Awards 2020-2024).

Differentiator

Problem solved

Functional benefit

Products and services

• Original Silk Sleep Masks Padded mulberry silk eye masks designed for total blackout and beauty sleep; 22 Momme silk with cloud-like padding and an adjustable strapless design; for individual consumers seeking total light blockage and anti-sleep-crease benefits.
• Eyelash Protecting Masks Contoured silk sleep masks with deep eyecups that protect natural lashes and lash extensions from pressure damage while blocking 100% of light; 22 Momme mulberry silk with adjustable head strap; for lash extension wearers and lash-care consumers.
• Featherweight Sleep Masks Lightweight silk-filled sleep masks with slimline adjustable straps and breathable construction; half the padding and double the silk of the Original line; designed for hot sleepers and travel use requiring temperature regulation.
• Hyalo Silk Pillowcases Hyaluronic acid-infused 22 Momme mulberry silk pillowcases clinically proven to improve skin hydration by 11% and skin texture by 17% after 7 nights; for individual consumers seeking anti-aging and skin-hydration benefits from sleep bedding.
• Silk Pillowcases Standard mulberry silk pillowcases for hair and skin protection, available in multiple colors and sizes including standard and King; for individual consumers seeking anti-sleep-crease and hair-frizz reduction benefits.
• Silk Weighted Blankets Luxury 8.5kg weighted blankets combining a 22 Momme mulberry silk cover, double-padded sustainable bamboo filling, and precision quartz glass beads for deep pressure stimulation; 100-night satisfaction guarantee; for individual consumers seeking deep restorative sleep.
• Padded Silk Scrunchies Oversized silk scrunchies designed for hair protection and styling; available in multiple colors including Black Jade, Damask Rose, Dusty Gold, Petal Pink, Champagne Gold, and special leopard/pink satin variants; for individual consumers seeking gentle hair ties.
• Travel Accessories Collection Silk travel essentials including Silk Weekender bags, Carry Pouches, Necessaires, and Silk Caps; Weekend Collection bundles available in Midnight Blue, Dusty Gold, and Black Jade; for frequent travelers seeking premium coordinated travel accessories.
• Sleep S.O.S Pillow Spray Award-winning aromatherapy pillow spray infused with natural botanical oils; 50ml / 1.7 Fl. Oz; non-synthetic fragrance designed for pre-sleep relaxation rituals lasting 12+ hours; for individual consumers building a bedtime ritual.
• Sleep Ritual Candle 220g soy-wax aromatherapy candle with natural essential oils for sleep-inducing ambiance; gold 'Drowsy' lettering branding; for individual consumers building a pre-sleep ambiance ritual.
• Beauty Sleep Body Cleanser Magnesium-infused body wash for night-ritual skincare; blue pump bottle format for a calming bath routine before sleep; for individual consumers building a pre-sleep body care ritual.
• Beauty Sleep Body Cream Magnesium-infused body cream for pre-sleep moisturizing; part of the Beauty Sleep Ritual collection for overnight skin care; for individual consumers building a pre-sleep body care ritual.
• Beauty and Sleep Supplements Beauty and sleep supplements positioned alongside sleep products for comprehensive wellness routines; for individual consumers seeking ingestible support for sleep and beauty.
• Bundles and Gift Sets Curated multi-product bundles and gift sets combining sleep masks, pillowcases, scrunchies, full ritual sets, and travel collections at a discount versus individual items (savings $24–$127); for individual gift-givers and self-purchasers seeking higher AOV bundles.
• RevitaLash x Drowsy Dream Lashes Kit Limited-edition collaboration kit combining RevitaLash Advanced Eyelash Conditioner with Drowsy's navy blue Eyelash Protecting Mask, priced at $151 (20% savings off individual MSRPs); for holiday gift-givers seeking combined lash-care and beauty sleep products.
• Drowsy Gift Card Digital gift cards available for purchase, allowing recipients to select their own Drowsy products; presented as an alternative gifting option for individual gift-givers.
• Deep Shine Silk Wash Detergent Specialized silk care detergent formulated for maintaining silk sleep masks and pillowcases; $20 unit price; for individual consumers seeking to maintain the longevity and feel of their Drowsy silk products.

Quantifiable outcome

• 11% improvement in skin hydration after 7 nights (Hyalo Silk Pillowcase, in-use study of 32 women aged 35-65)
• +6 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor.

• Canyon RanchminorGTM or Marketing Partner · 7 April 2026Drowsy participated as a brand partner at Canyon Ranch's 5th annual 'Enchant at the Ranch' beauty and wellness festival in Tucson, Arizona (April 19–23, 2026). Drowsy appeared alongside other luxury wellness brands including Stripes, Oak Essentials, HigherDOSE, VENN, and Skin Authority. The festival featured celebrity speakers (Brooke Burke, Pati Dubroff, Joy Bauer, Katie Kaps, Dr. Somi Javaid) and was exclusively available to Canyon Ranch hotel guests, including access to a gifting suite valued at over $1,500.
• Stripes (Alastin Skincare brand)minorGTM or Marketing Partner · 7 April 2026Co-participating brand at Canyon Ranch's Enchant at the Ranch festival alongside Drowsy.
• HigherDOSEminorGTM or Marketing Partner · 7 April 2026Co-participating brand (infrared wellness technology) at Canyon Ranch's Enchant at the Ranch festival alongside Drowsy.
• VENNminorGTM or Marketing Partner · 7 April 2026Co-participating brand at Canyon Ranch's Enchant at the Ranch festival alongside Drowsy.
• Skin AuthorityminorGTM or Marketing Partner · 7 April 2026Co-participating brand at Canyon Ranch's Enchant at the Ranch festival alongside Drowsy.
• ShiftwaveminorGTM or Marketing Partner · 7 April 2026Co-participating brand at Canyon Ranch's Enchant at the Ranch festival alongside Drowsy.
• Jenni KayneminorGTM or Marketing Partner · 7 April 2026Co-participating brand at Canyon Ranch's Enchant at the Ranch festival alongside Drowsy.
• Oak EssentialsminorGTM or Marketing Partner · 7 April 2026Co-participating brand at Canyon Ranch's Enchant at the Ranch festival alongside Drowsy.
• RevitaLash CosmeticsminorGTM or Marketing Partner · 1 November 2025RevitaLash Cosmetics partnered with Drowsy to launch a limited-edition nighttime beauty bundle combining RevitaLash Advanced Eyelash Conditioner with the Drowsy Eyelash Protecting Mask. The co-branded Dream Lashes Kit, priced at $151 (20% savings off individual MSRPs), was available beginning November 1, 2025, at revitalash.com and us.drowsysleepco.com. The collaboration targets holiday gift-givers seeking combined beauty and wellness products, positioning both brands within a shared luxury sleep and beauty audience.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Slip: Slip is a premium silk pillowcase and sleep mask brand sold DTC and through department stores globally. It is the most direct competitor to Drowsy, occupying the same luxury beauty-meets-sleep positioning with comparable pricing.
• Blissy: Blissy is a silk pillowcase and sleep accessory brand competing in the same premium tier as Drowsy, with heavy paid-social acquisition and bundled offers. Overlapping SKU mix (pillowcases, sleep masks, scrunchies) makes it a close direct peer.
• Fishers Finery: Fishers Finery sells mulberry silk pillowcases, sleep masks, and bedding accessories at premium price points. Same material positioning (mulberry silk) and customer overlap make it a direct peer to Drowsy.
• Mulberry Park Silks: Mulberry Park Silks is a direct-to-consumer silk bedding brand offering mulberry silk pillowcases, sheets, and sleep accessories. It overlaps directly with Drowsy on pillowcases and competes for the same premium silk buyer.
• Celestial Silk: Celestial Silk offers 100% mulberry silk pillowcases and bedding with comparable momme-count quality claims. Direct overlap with Drowsy's core silk pillowcase category and similar premium pricing.
• Gravity Blankets: Gravity Blankets popularized the weighted blanket category and overlaps directly with Drowsy's silk weighted blanket offering. Comparable price points and target consumer in the sleep wellness space.

Broad incumbents

• Brooklinen: Brooklinen is an established DTC bedding brand spanning sheets, comforters, pillows, and silk accessories. It overlaps on silk pillowcases and lifestyle positioning but operates at a broader bedding scale and competes only partially with Drowsy's mask-anchored catalog.
• Parachute Home: Parachute Home is a premium home textiles and bedding brand selling sheets, towels, robes, and select silk accessories. It overlaps with Drowsy on premium materials and lifestyle branding but spans a much broader home category.
• Buffy: Buffy is a sustainable bedding brand known for its eco-friendly comforters and weighted blankets. It directly competes with Drowsy's silk weighted blanket and shares the comfort/sustainability narrative, though it is broader in scope.

Emerging players

• Luxe Bloom (Ogeezii): Ogeezii is an emerging silk sleep accessories brand offering mulberry silk masks and pillowcases at accessible prices. Partial overlap with Drowsy's core category with a more value-oriented positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/drowsysleepco
• Facebookfacebook.com/drowsysleepco
• LinkedInlinkedin.com/company/drowsy-sleep-co

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 Drowsy Sleep