The Top 14 Sleep Trends of 2025

At home sleep studies

In communities like Reddit’s fast-growing sleep apnea subreddit, members commonly trade tips on the best way to get a specific diagnosis that optimizes for insurance coverage.

A growing trend, health companies have inverted the typical medical model by essentially offering prescriptions as a service. Rather than doctors making diagnoses then suggesting a treatment, consumers are increasingly doing their own research and using doctors largely as gatekeepers. Some have termed the trend “restaurant-menu medicine”.

Navigating the US healthcare system is partly a process of understanding symptoms and treatments, and partly a process of getting insurance companies to pay. At-home sleep studies are a growing trend that leans into the reversal of the traditional process for getting medical treatment.

Sleep studies typically take place in a lab, where study participants have sensors attached that monitor their sleep overnight to measure breathing and see how many times they wake up. These can be inconvenient, uncomfortable, and expensive. But perhaps more importantly, sleep labs are able to choose two different ways of scoring the same data, one of which results in much higher rates of sleep apnea diagnosis. While patients might be reluctant to ask a clinician about scoring in-person, or suggest a different scoring metric, they can find an at-home study that scores using the criteria more likely to get them the diagnosis they want.

With the ideal diagnosis in hand, patients can then legally buy devices like CPAP machines. CPAP accessories on Amazon have racked up millions of sales, but the devices themselves are nowhere to be found on the world’s most popular ecommerce site, as the prescription is needed.

A growing number of companies are looking to lean into this market dislocation in order to drive business. Lofta, a popular CPAP provider, sells a sleep test specifically designed to help customers get the sleep apnea diagnosis, then funnels them to purchase a CPAP sold by Lofta.

Other industries are also increasingly using free tests to hook consumers before going in for the main sale – from internet speed tests for selling routers to online hearing tests for selling hearing aids, website speed tests for selling developer tools, and GPU stress tests for selling computer components.

Bed and bedroom temperature a growing focus

Moisture-wicking bamboo sheets have been a growing trend for years as a solution to overheating while sleeping but bamboo pajamas have just recently started growing in popularity. They are a cheaper solution: enough bamboo fabric to cover a person once instead of a bed twice.

45% of couples report arguing over sleeping temperature so products that let individuals choose their own preferred temperature help resolve the issue. Given its unique property of wicking moisture, bamboo clothing can help keep body temperatures stable throughout the night. Bamboo pajama brands are leaning into this and running ads promising to help reduce sleep-related conflict.

Mouth taping explodes in popularity as consumers try to solve their sleep and snoring issues

The trend of taping one's mouth shut at night in order to sleep better and reduce dry mouth, snoring, and throat soreness is gradually making its way to the mainstream, and manufacturers are beginning to cash in with "sleep strips" which are essentially just branded strips of tape priced at enormous markups.

While American consumers are increasingly looking for DIY healthcare solutions, many will also likely have safety concerns about using conventional tape on their mouths at night, fearing they may stop breathing. Companies offering peace of mind can charge a premium — so much so that "sleep strips" are priced at 20-100x more than paper tape on Amazon, despite the two products being functionally the same.

The trend echoes several other popular healthcare products that originated as DIY tools, including the Theragun and Hypervolt, whose brand-name products can sell for $400 or more, mitigating consumers' fears of being harmed by a (much cheaper) homemade device.

Growing use of soundscapes for sleep improvement

There have always been sources of background noise to help people sleep like fans and white noise machines. But now, consumers are building dedicated setups, using smart home devices, or are even just using their phones to play soundscapes, often including white noise, brown noise, or ocean waves.

Blue light-blocking to reduce screen time impact before sleep

Studies show that excessive blue light - the kind we often get from excessively staring into our screens - before bed, and even throughout the day can suppress the body's creation of melatonin. Solutions – including yellow lens glasses - are on the rise as consumers spend more and more time on screens throughout the day, even checking emails just before bed.

Overnight bonnets redefine hair care routines

An increasingly common theme is the reformatting of physical products: Rather than buying a sauna, many consumers are buying sauna blankets. And rather than turning the air conditioner all the way up at night, many are resorting to cooling blankets.

When it comes to hair care, consumers are increasingly looking to sleep on softer materials like silk and satin which can reduce friction on the hair when tossing and turning. This leads to less static electricity which means less frizz, and less of a “bed head” look upon waking.

But while many sleep and bedding brands are focused on sheets made of these materials, others are behind the increasingly popular sleep bonnet - a soft hair covering worn while sleeping. Like sauna blankets, sleep bonnets are a localized solution to the problem: instead of buying satin or silk sheets and pillowcases, it’s just a single covering over the hair.

And while some products sell utility, others sell optionality: they don't necessarily let you do something new, but they give you more flexibility regarding when you do things. Sleep bonnets partly fit into this category: they let consumers schedule their hair care routines for the evening, without worrying that their efforts will be wasted the next morning. This turns hair care from a time-sensitive chore to a way to relax at the end of the day. It's in the same category as meal prep, soylent, and programmable coffee machines—a way to shift certain activities to a time when there's less pressure to get things done fast.

Jewelry adapted to sleeping

While many jewelry trends are driven by celebrity dynamics, the rise of flat back earrings is rooted in pure consumer behavior.

The backside of traditional earrings is typically not flat, so wearers often remove the earrings before sleep to avoid discomfort. This takes time though, and the average number of earrings per ear is on the rise, exacerbating the issue.

As the digital products we use every day increasingly compete for every minute of our attention, the products that buy us more time are increasingly valuable. Flat-back earrings address this and are touted as more convenient because the flat backs make them more comfortable to wear while sleeping. This frees up time, both before bed and after rising, making flat-back earrings not only a comfort product but also a time-saving product.

Pierced ears are getting more popular over time; over 30% of Americans born since the mid-70s have at least one piercing, compared to under 10% for people born in the 60s or earlier.

One of the adjacent trends to flat-back earrings is the growth in piercings for kids and even babies. Many parents with earrings want their kids to wear them too, but worry that traditional earrings may hurt or irritate sensitive skin. Since flat back earrings—also sold as "safety back earrings" on Amazon—are safer to apply, they're often a parent's first choice. And since 14% of the US is under the age of ten, making earrings available to this younger demographic means tapping into parents’ spending power while expanding the overall market—and potentially getting new customers for life.