In Brands, Marketing, Trend

Glossy reports that “An estimated 75 percent of America’s workforce is suffering from chronic sleep deprivation, and the worldwide sleep aid market is expected to reach roughly $31 billion by 2025.” Beauty brands that have already moved into the colossal wellness space are beginning to recognize that catching some quality Z’s is the latest luxury trend consumers are chasing. Melisse Gelula—co-founder and chief content officer of Well+Good—shares that sleep, and the lack of it, has become a huge wellness category, like food and fitness.

And the brands paying attention are already rushing to capitalize on this beauty/wellness hybrid craze, launching products marketed as beauty sleep manifestors. “That means overnight masks, night creams, silk pillowcases (for their supposedly “wrinkle-fighting” properties) and essential oils by brands including Charlotte Tilbury, Slip, Erno Laszlo and This Works have popped up at retailers like Sephora, Net-a-Porter and more,” writes Glossy.

With sleep-centric products hitting retail shelves at record speed, beauty sleep is beginning to take on a whole new meaning.

To read more about the brands tapping into the sleep-as-luxury trend, go to Glossy.

Photo: Kinga Cichewicz via Unsplash