Key Takeaways:The sleep brand, focused on innovating around the tongue strip format, debuted in 2025.True Beauty Ventures invested $1 million in Sleep or Die’s angel round.That investment will be used to scale the community and product development.True Beauty Ventures made an early bet in Sleep or Die, participating in the brand's angel investment round.WHO: Launched in 2025 by former PepsiCo and Google executive Lauren Sudeyko, Sleep or Die is a bold, countercultural sleep wellness brand. Born out of Sudeyko's own struggles with insomnia, the brand challenges the traditional wellness industry by framing sleep as a non-negotiable biological pillar of health rather than a mere "luxury." The brand debuted with sleep tape before homing in on the tongue strip format à la Listerine housed in cigarette-style boxes—designed to feel subversive, deliberate, and slightly scandalous.True Beauty Ventures (TBV) is an emerging growth fund dedicated to beauty and wellness that was created to provide not just capital to indie brands in the space, but also true partnership and sector expertise. They leverage decades of beauty-focused institutional investment experience, firsthand operating expertise, and extensive industry insider networks to help businesses scale into successful, resilient, and long-lasting beauty brands. Their portfolio consists of Ami Colé, Aquis, BeautyStat, Caliray, Cay Skin, Crown Affair, Dieux, Evolvetogether, Feals, K18, Kinship, Maude, Moon Juice, Vacation, Youthforia, The 7 Virtues, The Maker, and Iris&Romeo.WHY: The investment will be used to scale The Strip Club community as well as product development.