Beauty Sleep: The New Rituals & Routines

Published 03 February 2025

Author

8 min read

Sleep optimisation remains one of the hottest wellness trends of this decade. As good sleep continues to be a long-term goal for the chronically stressed and overstimulated, wellness and personal care brands are ramping up their efforts to capitalise on the commercial sweet spot between health and beauty.

Selling into Sleepmaxxing

Maximising Beauty Sleep

Scenting Perfect Sleep

Nighttime beauty and wellbeing routines have snowballed thanks to viral Gen Z TikTok recommendations and Instagrammable routines expanding in pursuit of ‘sleepmaxxing’ (improving sleep quantity and quality) and optimised (‘ugly’) sleep for morning beauty gains. With new routines come new product opportunities, which shrewd brands are already capitalising on.

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The overnight skincare category is booming, and innovation is going above and beyond the global $21bn face mask category. There are opportunities in whole-range sleep portfolios, topicals and supplements that support sleep for good skin and formulas that optimise overnight cell turnover.

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The olfactory pathway remains key for sleep-centric beauty and wellbeing, and scent-forward brands can offer tantalising products in both established categories – like pillow mists – as well as new areas, such as bedtime fragrances and sophisticated laundry care.

Beauty Sleep: The New Rituals & Routines

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Topics

Fragrance

Haircare

Health & Wellness

Skincare

Science & Technology

Vitamins & Supplements

Ingredients

Social Media

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