MidNite
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What MidNite does
MidNite is a private, direct-to-consumer sleep aid brand operating under the parent company Vespyr Brands, Inc., a privately held US corporation headquartered at 279 Princeton-Hightstown Road, East Windsor, New Jersey. The company sells a portfolio of three over-the-counter melatonin-based dietary supplements — Back to Sleep (1.5mg low-dose quick-melt tablet, $9.99), Extended Release (6mg medium-dose time-release tablet, $14.99), and Deep Sleep (10mg extra-strength gummy, $14.99) — that combine melatonin with botanical actives (chamomile, lavender, lemon balm). The products are positioned as drug-free, non-habit forming, gluten-free, lactose-free, and vegan, and are targeted at adults 18 and older experiencing occasional sleeplessness; the company explicitly markets the ability to take the product mid-night provided at least three hours of sleep remain.
The business model combines direct-to-consumer e-commerce (a Shopify-powered storefront at midnitesleep.com), a Subscribe & Save subscription program offering 15% off recurring orders, and third-party distribution through pharmacies nationwide, Amazon marketplace, and authorized online resellers, with free US shipping over $35. Marketing is conducted through content (a Sleep Guide blog on sleep hygiene and melatonin education), paid digital advertising, email/SMS remarketing, and organic social media on Twitter/X, Facebook, Instagram, and TikTok. The company employs between 11 and 50 people, does not disclose revenue or funding history, and has not announced any venture capital or private equity backing.
Technically, the product differentiator centers on formulation rather than platform: each SKU pairs a distinct melatonin dosage tier with a specific delivery mechanism — immediate-release quick-melt, dual-phase extended-release, and time-release gummy — designed to address different sleep needs (fall asleep, stay asleep, deeper sleep). Returns processing is handled through a related entity, WynnPharm Inc., and legal correspondence routes through general counsel Amy Farris Wolfe at the Vespyr Brands / Aurobindo USA parent infrastructure.
MidNite firmographics
Firmographics- Name
- MidNite
- Legal name
- Vespyr Brands, Inc.
- Website
- https://midnitesleep.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where MidNite is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MidNite business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Revenue generated from selling MidNite sleep aid products directly to consumers through the company's e-commerce website and subscription program. One-time purchases and recurring subscription orders with 15% subscriber discount.
- Retail/Distribution Sales: Revenue from sales through third-party retail channels including pharmacies, Amazon, and other authorized sellers who purchase products wholesale for resale to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Back to Sleep - Low Dose 1.5mg Melatonin, 30 Count |
| Unit Pricing | Pay-as-you-go | Extended Release - Medium Dose 6mg Melatonin, 30 Count |
| Unit Pricing | Pay-as-you-go | Deep Sleep - Extra Strength 10mg Melatonin, 36 Count |
| Subscription | Monthly | Subscribe & Save Program |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
MidNite product offering
Product offeringCore offering
MidNite sells over-the-counter, drug-free melatonin-based dietary supplements designed to help adults 18+ fall asleep faster and stay asleep longer. The product line includes three formulations (Back to Sleep 1.5mg, Extended Release 6mg, and Deep Sleep 10mg) combining melatonin with botanical blends of chamomile, lavender, and lemon balm, available via direct e-commerce, subscription, and pharmacy/retail channels.
Product overview
MidNite is a sleep health brand offering a portfolio of drug-free, non-habit forming melatonin-based dietary supplements for occasional sleeplessness. The product line consists of three distinct formulations: Back to Sleep (Low Dose, 1.5mg melatonin, quick-melt tablet), Extended Release (Medium Dose, 6mg melatonin, time-release tablet), and Deep Sleep (Extra Strength, 10mg melatonin, gummy). All products combine melatonin with botanical blends (chamomile, lavender, and lemon balm) and are targeted at adults 18+ experiencing occasional sleeplessness. The brand emphasizes that no prescription is needed and products are available over-the-counter.
Differentiator
Problem solved
Functional benefit
Products and services
- Back to Sleep
- Extended Release Medium-dose melatonin sleep aid (6mg) in tablets that provide an initial dose to help fall asleep fast, then slowly release additional melatonin throughout the night to help stay asleep longer. Contains lemon balm, chamomile, and lavender. Drug-free, gluten-free, lactose-free, vegetarian, and vegan.
- Deep Sleep Extra-strength melatonin sleep aid (10mg) in cherry-flavored gummies. Provides an initial dose of melatonin to help fall asleep fast, then slowly releases additional melatonin throughout the night to help stay asleep longer. Contains chamomile and lavender. Non-habit forming, drug-free, gluten-free, lactose-free, and vegetarian-friendly.
Quantifiable outcome
- Fall asleep faster with melatonin supplementation
- +1 more outcomes
Companies that use MidNite
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
MidNite technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MidNite partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
MidNite competitors and assessment
Company assessmentDirect peers
- Olly (Unilever): Olly is a premium wellness gummy brand (Unilever-owned) with a flagship 'Olly Sleep' line combining melatonin with botanicals like chamomile and lavender. Direct competitor to MidNite's gummy-based Deep Sleep SKU, sharing target consumer (adults seeking drug-free sleep support) and modern DTC marketing playbook.
- Natrol: Natrol is a leading US melatonin and sleep supplement brand offering immediate-release and time-release melatonin tablets, gummies, and botanical blends. Directly comparable to MidNite across product format, dosage tiering, target consumer, and pharmacy/Amazon distribution strategy.
- Ritual Sleep: Ritual is a premium DTC supplement brand offering a sleep product (melatonin + magnesium + apigenin) targeting health-conscious adults. Comparable to MidNite on direct-to-consumer channel strategy, premium positioning, and clean-label, non-habit-forming formulation narrative.
Broad incumbents
- Unisom: Unisom (Chattem/Sanofi) is a long-established OTC sleep aid brand offering both drug-based (doxylamine) and natural melatonin-based sleep products. Directly competes with MidNite at pharmacy retail but operates with broader brand recognition and longer tenure on shelf.
- NOW Foods: NOW Foods is a large natural products manufacturer and retailer with an extensive melatonin and sleep supplement portfolio sold through Amazon, natural product retailers, and its own online store. Comparable to MidNite on product format, dosage tiering, and Amazon-led distribution mix.
- Nature Made: Nature Made (Pharmavite) is one of the largest US supplement brands with a melatonin sleep product line sold nationally across drug, mass, and grocery channels. Competes with MidNite on the same OTC melatonin consumer occasions and in pharmacy retailers.
- Nature's Bounty: Nature's Bounty (Nestlé Health Science) is a major OTC supplement brand offering melatonin sleep products in tablet, capsule, and gummy formats at mass and drug retail. Competes with MidNite on the same pharmacy shelves with broader SKU range and stronger parent company backing.
- ZzzQuil (Procter & Gamble): ZzzQuil is P&G's flagship OTC sleep aid brand spanning liquids, capsules, and gummies with both drug-based (diphenhydramine) and natural ( melatonin + botanicals) lines. Comparable to MidNite as an OTC sleep aid competitor but operates as part of a much larger consumer healthcare portfolio.
- Vitafusion Sleep (Church & Dwight): Vitafusion is Church & Dwight's gummy vitamin and supplement brand, with a Sleep Well SKU combining melatonin and botanicals. Competes with MidNite's Deep Sleep gummy in the same shelf set but is part of a much broader vitamin/supplement portfolio.
Emerging players
- Carlyle (nested naturals): Nested Naturals Luna is a melatonin-based sleep aid brand combining melatonin with botanicals (chamomile, lemon balm) sold direct-to-consumer and on Amazon. Direct comparable to MidNite on positioning, formulation philosophy, and target use cases (occasional sleeplessness).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MidNite social profiles
Digital presenceMidNite financial estimates
Financial estimateRevenue estimate
Valuation estimate
MidNite leadership team
Management profileNumber of profiles
MidNite subsidiaries and ownership
Company hierarchySubsidiaries1 record
MidNite funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MidNite 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 MidNite
What does MidNite do?
MidNite sells over-the-counter, drug-free melatonin-based dietary supplements designed to help adults 18+ fall asleep faster and stay asleep longer. The product line includes three formulations (Back to Sleep 1.5mg, Extended Release 6mg, and Deep Sleep 10mg) combining melatonin with botanical blends of chamomile, lavender, and lemon balm, available via direct e-commerce, subscription, and pharmacy/retail channels.
Is MidNite a public or private company?
MidNite is a private company. It is classified as unknown and is currently operating.
When was MidNite founded?
MidNite was founded in -1. It employs 11 to 50 people.
Where is MidNite based?
MidNite is headquartered in New York, United States, in the North America region.
How does MidNite make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are retail/Distribution Sales.
Who are MidNite's main competitors?
Direct peers on record are Olly (Unilever), Natrol and Ritual Sleep. Broad incumbents are Unisom, NOW Foods, Nature Made, Nature's Bounty, ZzzQuil (Procter & Gamble) and Vitafusion Sleep (Church & Dwight). Carlyle (nested naturals) is listed as an emerging player.
Does MidNite have an API?
No public API is recorded for MidNite.