Today’s consumer loves beauty products that multitask: Think serums that pack SPF, cleansers to tone and exfoliate, oils that moisturize hair and skin.
Enter the trend of sleep-related beauty products that promise both sleep comfort and better skin and hair when we wake.
While getting enough sleep is the first step to true beauty sleep, sleep-adjacent beauty products such as pillows and pillowcases, eye masks, and more are hacks that savvy consumers are demanding to help maximize the time they do get to snooze. It’s called sleep tech, and manufacturers are adding these science-backed technologies into common sleep products, giving consumers real results.
For example, in November, BEDGEAR launched its BEDGEAR Beauty Collection, combining its performance bedding expertise with a new material, Hyper-Silk®—a vegan, 100% cruelty-free alternative to traditional silk that is featured in its Beauty Performance® Pillow ($219.99), Hyper-Silk Performance® Pillowcase (queen, $69.99; king $79.99), Hyper-Silk Performance® Sleep Mask ($69.99), Hyper-Silk Performance® Turban ($69.99), and Hyper-Silk Performance® Scrunchies ($39.99). “It took about a year to bring this line to life because we were developing a fabric unlike anything currently available,” says BEDGEAR founder and CEO Eugene Alletto. “We wanted sleep accessories that work with the skin and hair, not against them—supporting cooler, smoother, cleaner overnight rest that helps people wake up looking and feeling better.”
LUSOMÉ founder Lara Smith says her company developed its collagen infusion sleep mask ($48) in 2023 as an extension of its sleep-tech approach to beauty, which also includes cooling sheets and pajamas. “Since launch, it has become one of our most giftable items and a top ‘add-to-cart’ accessory with our sheets and PJs, with feedback consistently highlighting three things: how buttery-soft it feels, how well it blocks light, and how much more hydrated and comfortable the eye area feels in the morning,” she says.
And this past December, HealthGuard, a maker of products certified to deliver more comfortable, breathable, and allergen-free sleep, was finalizing the launch of its NuGlow collagen pillow ($199). “There’s never been a better time to combine beauty and sleep,” says Liz Almeida, director of sales, retail, for HealthGuard. “Today’s consumer understands that quality sleep is essential for healthy, glowing skin, and they are looking for products that support this.”
Open market
With skincare and hair care the two largest segments of the multibillion-dollar global beauty market, BEDGEAR says that beauty enthusiasts will recognize the benefits of sleep-tech products immediately, but that its products will also appeal to wellness-minded consumers, hot sleepers, people who invest in hair treatments or blowouts, frequent travelers, and anyone who wants cleaner, cooler, smoother sleep. “These products were designed for individuals who care about the long-term health of their skin and hair,” says Alletto.
Staying true to its mission, HealthGuard says it is targeting the modern consumer who cares about wellness and recognizes that sleep is an essential part of their beauty and self-care routine. That’s “young to middle-aged adults and mostly women who are
willing to invest in products that deliver both comfort and skin benefits,” says Almeida.
LUSOMÉ has a clear vision of its core customer: She’s “the woman who takes her sleep and skin seriously—typically 35-plus—and wants tangible benefits from the hours she’s already in bed,” says Smith. That’s especially true for women experiencing lifestyle stressors or undergoing perimenopause or menopause that could be affecting sleep quality. The company says it also sees demand from frequent travelers and shift workers who “rely on blackout sleep masks but want something that feels more luxurious and delivers hydration rather than just blocking light.”
The science of beauty
Each of the companies Sleep Savvy spoke with referenced extensive research backed by science in developing their products. For example, LUSOMÉ’s luxurious eye mask uses its proprietary Xirotex™ collagen-infused fabric, which has been found to have a powerful moisturizing effect—up to 13 times more hydrating than a comparable cotton mask—through independent transepidermal tests. The fabric was also developed to be soft and cushiony to reduce friction and minimize tugging and pressure that can lead to fine lines around the eyes, while being able to withstand repeated wear and gentle hand-washing for long-term, nightly use.
“Recent research shows that indirect collagen support through contact with collagen-infused textiles can aid in hydration and skin maintenance over time,” adds HealthGuard’s Almeida. The company’s NuGlow collagen pillow doubles up on those benefits with its collagen shell, plus an included collagen-treated satin pillowcase. The removable shell is further enhanced with the company’s Cool Ice™ technology to help regulate temperature for a cooler night’s sleep, plus the choice of copper- or lavender-infused foam for the pillow’s core. Each offers unique benefits: Copper reduces inflammation, promotes tissue regeneration, and naturally wicks away heat, while lavender is anti-inflammatory, calms the nervous system, and promotes deeper sleep.
BEDGEAR’s research focused on what it says was a “clear gap” in products that address skin and hair concerns overnight. While silk has always been the gold standard for beauty sleep, the company developed its vegan and 100% cruelty-free Hyper-Silk® fabric to be twice as cool as traditional silk and deliver three times the airflow, both of which help reduce heat, pressure, and friction that contribute to sleep lines, morning puffiness, irritation, frizz, and tangles. The company worked with third-party labs to validate these cooling and breathability benefits and put the product through internal testing aligned with ASTM standards—evaluating hand feel, stretch, moisture control, and durability. “It’s [also] Airflow Certified and high-efficiency washable, meaning it keeps its softness and structure after repeated home washing,” says Alletto.
Beauty and comfort
Of course, any sleep-related beauty product must pass the first test—being comfortable enough to ensure quality sleep. While beauty hasn’t always been aligned with comfort (think high heels!), manufacturers say comfort is always their top priority. “This is beauty without sacrifice,” says HealthGuard’s Almeida. “It’s a product that proves you don’t have to choose between looking good and feeling good.”
BEDGEAR says that Hyper-Silk®’s skin and hair benefits—its softness, smoothness, and breathability—were designed to support uninterrupted rest. “That’s exactly why this collection exists,” says Alletto. “Better sleep is part of better beauty—these products deliver both.”
Adds LUSOMÉ’s Smith: “We know, without question, that great sleep is one of the most powerful beauty tools available. Deep, uninterrupted sleep supports everything from skin repair and collagen production to reduced inflammation and improved hydration levels. So, rather than chasing trends, our focus is on creating products that make those biological processes easier for your body to access.
“For us, it’s less about what’s ‘next’ in beauty and more about reminding [people] that beauty truly starts from the inside out—with real, quality sleep.”
Speak to the Consumer
Sometimes, all it takes is the right message to help consumers understand why a particular product belongs in their bedrooms. The companies we spoke to offer these key messages to help drive sales:
From HealthGuard: “Imagine waking up rested, refreshed, and radiant, all from a good night’s sleep. The NuGlow pillow supports skin health with collagen while you sleep on the most comfortable of our memory foam products, designed to cradle your head and neck while keeping you cool with our Cool Ice™ shell. You can choose from our lavender- or copper-infused foam for additional wellness benefits, and the free satin pillowcase is collagen-treated to enhance the efficacy of this innovative pillow.”
From LUSOMÉ: “Your eyes do so much for you all day—this is your way to give something back while you sleep. If you’re already investing in serums, creams, and a better night’s sleep, this mask helps stack those benefits by delivering extra hydration, complete darkness, and exceptional comfort in one simple step. It’s not about doing more; it’s about letting your bedroom—and your sleep—do more for your skin, effortlessly, every single night.”
From BEDGEAR: “Your skin and your hair spend eight hours a night against your pillowcase. Make sure that fabric is helping you, not working against the results you’re trying to achieve with the rest of your self-care routine. The BEDGEAR Beauty Collection is designed to give you cooler, cleaner, smoother overnight rest that supports healthier-looking skin and hair. If you’re investing in yourself during the day, this is the upgrade that protects that investment at night.”
Retailers and sales associates should also remember:
- “Consumers want functional beauty tools that fit their lifestyle, and this is a category with strong growth and strong margins,” says BEDGEAR’s Eugene Alletto. “It also appeals to multiple shopper types: skincare shoppers, hair care shoppers, wellness shoppers, and anyone seeking a comfort upgrade. The story is simple: If your shopper cares about their skin or their hair, or they’re looking for cleaner and cooler sleep, this is an easy add-on. It enhances every sleep system and brings benefits they’ll feel—and see—every morning.”
- “It’s an easy ‘yes’ add-on to sheets, pillows, PJs, beauty, and travel purchases—one simple item that helps shoppers get more out of the sleep and skincare they already invest in,” says LUSOMÉ’s Lara Smith, who adds that beauty sleep products are highly giftable.
Beauty + Sleep = One Big Market
According to Statista, beauty spending tops nearly $10,000 annually for young millennials ages 30 to 39 and for Gen Zers.
People ages 40 to 49 are close behind at just over $6,000 annually.
A McKinsey survey found that consumers prioritize skin and hair care products that work well and are effective for their skin and hair type, are of good quality, and are affordable or offer the best value.
Sleep is a $585 billion global industry, with marked growth in products that are extending the bed beyond a sleep space to a recovery zone, according to the U.S. Chamber of Commerce.
Danielle Wong Moores is a longtime writer and editor based in Augusta, Georgia. Along with her editorial work for magazines such as Sleep Savvy, she writes for a wide variety of clients, including nonprofits, hospitals, and universities.
