TrueDark
TrueDark is a privately held, direct-to-consumer eyewear brand founded by Dave Asprey in 2016 that sells premium blue light blocking glasses across a three-tier circadian lens system (Daylights, Sunsets, Twilights) targeting health-conscious consumers, biohackers, and sleep-stressed individuals in seven countries.
- Company typePrivate
- Founded2016
- HeadquartersKent, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What TrueDark does
TrueDark is a privately held, direct-to-consumer health and wellness eyewear brand founded in 2016 by biohacking entrepreneur Dave Asprey (creator of Bulletproof Coffee). Headquartered in Kent, Washington with 1–10 employees, the company designs and sells premium blue light blocking glasses organized around a three-tier circadian lens system: Daylights (yellow lenses blocking ~75% of blue light for daytime use), Sunsets (gradient red-to-amber lenses blocking 99% of blue/violet and up to 93% of green light for early evening), and Twilights (deep red lenses blocking 99% of blue, green, and violet light for pre-sleep). Each tier is offered across multiple frame styles including the premium Aegis titanium Signature Series ($379.99), Lucid and Monaco fashion lines, and performance frames such as Elite, Aviator, Fairlane, Fitovers, Pro, and Classic, with prices ranging from $119 to $379.99 per pair.
The company's core technical claim rests on a peer-reviewed EEG study (PMC11015570) demonstrating that Twilights lenses shift brainwaves from alert beta to calm alpha or deep-sleep delta states — published evidence the company leverages as the primary differentiator versus generic blue light glasses. The product portfolio also includes the "24 Hour Solutions" bundle that pairs Daylights with Sunsets or Twilights in the same frame, gift cards in $25–$500 denominations, and accessories.
TrueDark operates a primarily direct-to-consumer e-commerce model at truedark.com with free Continental US shipping and international fulfillment across the US, Canada, UK, Germany, France, Japan, and Australia. The company supplements DTC with a wholesale program for retail partners, an affiliate program run through Uppromote, an email newsletter with a 10% off insider offer, and a content marketing blog ("Light Reads") on circadian health. Truemed payment integration supports HSA/FSA eligibility, and Judge.me provides verified customer reviews (4.86/5 across 1,030 reviews). Marketing leans heavily on Dave Asprey's personal brand and earned media placements in Forbes, Wired, Washington Post, Men's Health, Maxim, Yahoo Life, Ultimate Human, and Upgrade Labs. No external institutional funding, no acquisitions, and no parent company involvement are disclosed.
TrueDark firmographics
Firmographics- Name
- TrueDark
- Legal name
- TrueDark
- Website
- https://truedark.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TrueDark is a privately held, direct-to-consumer eyewear brand founded by Dave Asprey in 2016 that sells premium blue light blocking glasses across a three-tier circadian lens system (Daylights, Sunsets, Twilights) targeting health-conscious consumers, biohackers, and sleep-stressed individuals in seven countries.
- Ownership category
- akta.pro rank
TrueDark industry classification
Industry- Product category
- Blue Light Blocking Eyewear
- NAICS
- Optical Goods Retailers (45613), Optical Goods Retailers (456130)
- SIC
- Ophthalmic Goods (3851), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Sunglasses (Non-Prescription) (CRAAAKAB)
- akta.pro secondary industry
- Sport & Performance Eyewear (CRAAAKAC)
Keywords
Where TrueDark is headquartered
LocationHeadquarters
- HQ city
- Kent
- HQ country
- United States
- HQ region
- North America
Markets served
TrueDark business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Blue Light Blocking Glasses: Primary revenue from selling premium blue light blocking glasses across three product lines (Daylights, Sunsets, Twilights) and multiple frame styles (Aegis, Aviator, Elite, Fairlane, Lucid, Monaco, Pro, Fitovers). Prices range from approximately $119 to $379.99 depending on frame and lens type.
- Gift Cards: E-gift cards sold in denominations from $25 to $500. Non-refundable, do not expire, redeemable only at truedark.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Daylights (Daytime use) - Yellow lenses |
| Unit Pricing | Pay-as-you-go | Sunsets (Evening use) - Gradient red to amber lenses |
| Unit Pricing | Pay-as-you-go | Twilights (Nighttime use) - Deep red lenses |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
TrueDark product offering
Product offeringCore offering
TrueDark designs, brands, and sells premium blue light blocking eyewear built around a three-tier circadian lens system: Daylights (daytime yellow lenses blocking 75% of blue light), Sunsets (early evening gradient lenses blocking 99% of blue/violet and up to 93% of green light), and Twilights (nighttime deep red lenses blocking 99% of blue, green, and violet light). Each tier is offered across multiple frame styles (Aegis, Aviator, Elite, Fairlane, Fitovers, Lucid, Monaco, Pro, Classic), with the flagship Aegis Collection (full premium titanium, foldable side shields) positioned as the Dave Asprey Signature Series. The company also sells e-gift cards and 24 Hour Solutions bundled day-to-night pairs.
Product overview
TrueDark is a premium blue light blocking eyewear brand founded by Dave Asprey, built on a three-tier circadian lens system: Daylights (yellow lenses blocking 75% of blue light for daytime use), Sunsets (gradient red-to-amber lenses blocking 99% of blue/violet and up to 93% of green light for early evening), and Twilights (deep red lenses blocking 99% of blue, green, and violet light for nighttime/sleep). Each tier is available in multiple frame styles — including Aegis (premium titanium, Dave Asprey Signature Series), Aviator, Elite, Fairlane, Fitovers, Lucid, Monaco, Pro, and Classic — allowing customers to select the same preferred frame across different lens tiers. The flagship Aegis Collection features full titanium construction with foldable side shields for complete peripheral light coverage. The product portfolio also includes Gift Cards and the 24 Hour Solutions bundled offering that pairs Daylights with Sunsets or Twilights in the same frame for round-the-clock protection. TrueDark is marketed as the original EEG-tested, science-backed light protocol with published clinical research validating brainwave shifts.
Differentiator
Problem solved
Functional benefit
Brands
- Aegis Collection: Dave Asprey's signature frame collection featuring full titanium construction with foldable side shields. Available in Daylights, Sunsets, and Twilights lens options.
Products and services
- Daylights Aegis (Transition) — Dave Asprey Signature Series Premium titanium daywear blue light blocking glasses with yellow photochromic lenses that block 75% of junk light indoors and darken to block 99% UVA/UVB outdoors; part of the Dave Asprey Signature Series with foldable side shields for peripheral coverage.
- Sunsets Aviator Square-framed aviator-style evening glasses with gradient red-to-yellow lenses blocking 99% of blue and violet light and up to 93% of green light, intended for use after sunset to ease into sleep mode.
- Twilights Aegis — Dave Asprey Signature Series Full titanium nighttime glasses with deep red lenses blocking 99% of blue, green, and violet light to mimic complete darkness; EEG-tested to shift brainwaves from wired beta to calm alpha within minutes. Dave Asprey signature frame with foldable side shields.
- Twilights Classic Sport-style nighttime red-lens glasses with full-coverage foam barrier blocking 99% of blue, green, and violet light; lightweight polycarbonate frame with flexible TR90 arms designed for comfortable overnight wear.
- Daylights Fitovers Full-coverage wrap-around yellow-lens blue light blocking glasses designed to be worn over existing prescription eyewear; blocks 75% of blue light from screens and LEDs.
- Twilights Fitovers Full-coverage red-lens nighttime glasses designed to be worn over prescription eyewear; blocks 99% of blue, green, and violet light to protect melatonin and support the sleep cycle.
- Daylights Lucid Minimalist daytime blue light blocking glasses with clear Italian acetate frames and yellow lenses blocking 75% of junk light; aimed at style-conscious wearers wanting daytime eye protection.
- Sunsets Lucid Minimalist silhouette evening glasses with clear acetate frames and gradient red lenses for early evening use; blocks 99% of blue and violet light and up to 93% of green light.
- Daylights Monaco (Transition) Sleek vintage-inspired black Italian acetate blue light blocking glasses with yellow photochromic lenses; blocks 75% of indoor junk light and transitions for outdoor UV protection.
- Sunsets Monaco Vintage-inspired Italian acetate evening glasses with gradient lenses blocking 99% of blue and violet light and up to 93% of green light for early evening transition and melatonin support.
- Twilights Monaco Vintage-inspired Italian acetate nighttime glasses with deep red lenses blocking 99% of blue, green, and violet light; designed for maximum junk light blocking before sleep.
- Daylights Aviator (Transition) Contemporary stainless steel aviator-style blue light blocking glasses with yellow photochromic lenses; blocks 75% of indoor junk light and transitions to block 99% UVA/UVB outdoors.
- Daylights Elite Sleek daywear blue light blocking glasses with aircraft-grade aluminum frame and spring hinges; yellow lenses block 75% of toxic blue light from indoor screens and artificial lighting while preserving beneficial daytime light.
- Daylights Fairlane (Transition) Classic square-frame blue light blocking glasses with yellow photochromic polycarbonate lenses; blocks 75% of indoor junk light and transitions to UV protection outdoors.
- Sunsets Fairlane Classic square-frame polycarbonate evening glasses with red-to-yellow gradient lenses blocking 99% of blue and violet light and up to 93% of green light for early evening circadian support.
- Sunsets Pro Timeless round tortoiseshell-frame evening glasses with red-to-yellow gradient lenses blocking 99% of blue and violet light and up to 93% of green light for the post-sunset transition period.
- Twilights Elite Sleek nighttime glasses with aircraft-grade aluminum frame, spring hinges, and deep red lenses blocking 99% of blue, green, and violet light; designed to mimic complete darkness for restorative sleep.
- Daylights Pro Timeless round tortoiseshell-frame blue light blocking glasses with yellow lenses; blocks 75% of blue light from screens and artificial indoor lighting to reduce eye strain during the day.
- Sunsets Aegis — Dave Asprey Signature Series Dave Asprey's signature titanium evening glasses with gradient red lenses blocking 99% of blue and violet light and up to 93% of green light; designed for the early evening transition period to support natural melatonin production.
- 24 Hour Solutions (day-to-night bundles) Curated bundles pairing one daytime (Daylights) and one evening/nighttime (Sunsets or Twilights) pair in the same frame style, providing full circadian coverage from morning to bedtime in a matched frame.
- Gift Cards E-gift cards available in denominations of $25, $50, $100, $150, $200, $300, and $500; redeemable only at truedark.com, non-refundable, with no expiration date.
Quantifiable outcome
- 70% of users report deeper sleep and sharper focus after wearing TrueDark lenses
- +1 more outcomes
Companies that use TrueDark
Customer profileSegments5 records
Ideal customer profiles3 records
TrueDark technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
TrueDark partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
TrueDark competitors and assessment
Company assessmentDirect peers
- Gunnar Optiks: Gunnar is the original premium blue-light-blocking gaming/screen eyewear brand and TrueDark's closest direct competitor. Both sell non-prescription lens technology targeting blue/green wavelengths through DTC e-commerce with similar frame-and-lens tiering and price-band positioning.
- Felix Gray: Felix Gray is a venture-backed DTC blue light and screen eyewear brand offering stylish frames with proprietary lens coatings. Directly comparable to TrueDark on product, channel (DTC), and premium ($95-$165) price positioning for screen-time consumer segments.
- Swanwick Sleep: Swanwick sells premium blue-blocking sleep glasses (Twilight range) directly comparable to TrueDark's Twilights line. Both target the same circadian/sleep-optimization persona and operate as DTC e-commerce brands with red-lens nighttime eyewear as a hero product.
- Cocoons/Fitover Eyewear: Cocoons is a leader in fitover sunglasses designed to wear over prescription glasses. TrueDark's Fitovers product line (Daylights Fitovers, Twilights Fitovers) competes head-to-head in the same wear-over-prescription-glasses use case, including for light-sensitive conditions.
- TheraSpecs: TheraSpecs sells premium therapeutic eyewear for migraine and light sensitivity, including FL-41 tinted lenses. Comparable to TrueDark in targeting health-and-wellness use cases, premium DTC positioning, and clinical/scientific framing for non-cosmetic eyewear.
Emerging players
- Eyesafe (Healthe): Eyesafe licenses low-blue-light display technology to OEMs and is building the standards-based ecosystem for blue-light reduction at the screen level. Adjacent to TrueDark because if Eyesafe's standards succeed, native device-level filtering could reduce demand for standalone blue-light glasses like TrueDark's.
- Method Seven: Method Seven designs specialty eyewear for specific lighting environments (grow rooms, gaming, aviation). Comparable niche/specialty positioning and lens-engineering emphasis to TrueDark's time-of-day tiering, though serving adjacent end-uses.
Broad incumbents
- Uvex by Honeywell: Uvex is a long-established safety and sport eyewear manufacturer (now under Honeywell) offering computer/safety glasses with blue-light filtering. Comparable to TrueDark on lens-function technology but operates in a broader industrial/safety channel rather than consumer biohacking DTC.
- Warby Parker: Warby Parker is the category-defining direct-to-consumer optical retailer. TrueDark competes for the same DTC optical customer wallet, though Warby Parker's prescription-led model covers a broader optical need; both compete for the same consumer mindshare on everyday eyewear.
- EyeBuyDirect: EyeBuyDirect is a large online optical retailer offering prescription and non-prescription frames including blue-light and photochromic lenses. Relevant as a scaled DTC optical e-commerce peer targeting similar value-conscious and screen-using consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
TrueDark social profiles
Digital presenceTrueDark financial estimates
Financial estimateRevenue estimate
Valuation estimate
TrueDark leadership team
Management profileNumber of profiles
Profiles1 record
TrueDark funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TrueDark M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TrueDark
What does TrueDark do?
TrueDark designs, brands, and sells premium blue light blocking eyewear built around a three-tier circadian lens system: Daylights (daytime yellow lenses blocking 75% of blue light), Sunsets (early evening gradient lenses blocking 99% of blue/violet and up to 93% of green light), and Twilights (nighttime deep red lenses blocking 99% of blue, green, and violet light). Each tier is offered across multiple frame styles (Aegis, Aviator, Elite, Fairlane, Fitovers, Lucid, Monaco, Pro, Classic), with the flagship Aegis Collection (full premium titanium, foldable side shields) positioned as the Dave Asprey Signature Series. The company also sells e-gift cards and 24 Hour Solutions bundled day-to-night pairs.
Is TrueDark a public or private company?
TrueDark is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TrueDark founded?
TrueDark was founded in 2016. It employs 1 to 10 people.
Where is TrueDark based?
TrueDark is headquartered in Kent, United States, in the North America region.
How does TrueDark make money?
Two revenue lines are on record. Blue Light Blocking Glasses are the primary driver. The others are gift Cards.
Who are TrueDark's main competitors?
Direct peers on record are Gunnar Optiks, Felix Gray, Swanwick Sleep, Cocoons/Fitover Eyewear and TheraSpecs. Emerging players are Eyesafe (Healthe) and Method Seven. Broad incumbents are Uvex by Honeywell, Warby Parker and EyeBuyDirect.
Does TrueDark have an API?
No public API is recorded for TrueDark.
What industry is TrueDark in?
TrueDark's product category is Blue Light Blocking Eyewear. Its primary akta.pro industry code is CRAAAKAB, Sunglasses (Non-Prescription), with a secondary code of CRAAAKAC, Sport & Performance Eyewear. Its NAICS code is 45613 and its SIC code is 3851.