As the wellness category becomes more intertwined with beauty, sleep-centric products are quickly becoming must-have buys. And with the wellness-related beauty market now valued at nearly $1.1 trillion, according to the Global Wellness Institute, it’s no wonder more brands are getting in on the action.
On Sephora.com.au, a customer can find almost 50 sleep-related products and on mecca.com.au over 20 options. Everything from overnight oils to face creams, to bath soaks and silk pillowcases.
One brand making a name for itself in the sleep department is This Works.
“We consider ourselves a clean, intelligent skincare brand that works with your body clock to maximise skin performance 24 hours a day,” said This Works CEO, Anna Persaud. “Placing sleep as the first step in every skincare routine is universal.”
For This Works, which experienced a 46 per cent year-over-year growth rate in 2018, Persaud said the brand is seeing increases through new retailer partnerships, which subsequently impacted sales growth in the US by 83 per cent last year.
With healthy living standing strong as a key megatrend, and the importance of self-care increasingly being stressed, it is no surprise more attention is being paid to how we sleep, according to Euromonitor International beauty and fashion analyst, Gabriella Beckwith.
“Not only is it argued that a lack of sleep can have detrimental effects on one’s long-term health, but the links between a healthy dewy complexion and a restful night’s sleep are renowned, hence ‘beauty sleep.’”
Other brands entering the category are Murad, who are even partnering with mattress company Casper in a co-branded program that will include influencer mailouts and content. And skincare brand Algenist, who recently released its Genius Sleeping Collagen overnight treatment in the US.
“Sleep is a hot topic for a few reasons; on average, we rack six hours a night, which is tough on the body and ultimately on the skin," said Algenist CEO, Rose Fernandez.
"Without enough sleep, bodies produce an increased amount of the stress hormone cortisol that creates an inflammatory response, which may lead to a faster breakdown of collagen and elastin."
While the brand would not share initial sales for its latest product, Fernandez said that Genius Sleeping Collagen has over 1,000 reviews on both Sephora.com and Algenist.com in less than eight weeks of selling.
With the rise in popularity, it seems beauty sleep has an open demographic. According to Beckwith, one of the biggest trends we are seeing in beauty today is a higher emphasis on skincare, age prevention and attaining the all-natural glow, no matter the age.
Persaud agreed. “By not just targeting luxury or wellness individually, [we have gained] permission to play and succeed with a broad section of customers. The benefits of sleep is not just for some audiences.”
Image source: @slipsilkpillowcase
