New York-based sleep wellness brand Proper raised $9.5 million, led by Snoop Dogg’s cannabis-focused firm Casa Verde Capital with participation from Redesign Health.
WHO: Led by Nancy Ramamurthi, founder and CEO, Proper is a sleep wellness company combining evidence-backed, safe, and natural sleep formulations. The subscription-based service pairs supplements with a complimentary sleep coaching session, personalized sleep assessment, and individualized recommendations. The sleep supplements were developed in partnership with nutritional biochemist Dr. Alice Hirschel and comes in five formulations including: Core Sleep, Sleep+Restore, Sleep+Calm, Sleep+Clarity, Sleep+Immunity.
WHY: The funding will be used to boost the brand’s sales and marketing efforts, expand its products and services, and grow its team.
IN THEIR OWN WORDS: “Proper aims to help solve what the CDC has identified as a public health crisis—insufficient sleep—with a truly more holistic and personalized solution,” said Ramamurthi, founder and CEO of Proper, in a statement. “Proper has combined the best of natural, safe, evidence-based sleep supplements with expert behavioral coaching, which consumers have not traditionally been able to access. Now, thanks to the increasing popularity of telehealth, sleep coaching can be delivered online.”
“We are excited by Proper’s rigorous and personalized approach to solving America’s sleep crisis,” Karan Wadhera, Managing Partner at Casa Verde Capital, said in a statement. “Proper’s stellar management team, in partnership with a council of leading scientists and medical experts, are uniquely positioned to tackle the sleep, supplement, and telehealth industries that represent an estimated $106 billion market opportunity in 2023.”
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