Most people have heard the idiom “beauty sleep.” But what was once just a term for getting a great night’s sleep now represents a growing category of products in the bedding industry.
“Consumers are smarter and more proactive than ever,” says Eugene Alletto, CEO of Bedgear. “They understand that recovery happens 24/7, not just at the gym or during their skin-care routines. ‘Beauty sleep’ isn’t just a saying anymore — it’s a science-backed reality.”
According to the Global Wellness Institute, the global wellness economy reached $6.8 trillion in 2024, representing an increase of almost 8% from the prior year.
Although wellness, according to consulting firm McKinsey & Co., is used as a catch-all to describe products and services in the health, sleep, nutrition, fitness, appearance and mindfulness sectors, it’s a sign of where things are headed, and sleep products make up a large part of it. The Global Wellness Institute also forecasts that the wellness economy will grow at approximately 7% annually, reaching about $9.8 trillion by 2029.
Future Market Insights, a global provider of market intelligence, advisory services and consulting for the packaged food and beverage, consumer technology, health care, industrial and chemicals markets, takes a closer look. In its 2023-24 overview of the global beauty pillowcase market, the segment — which includes silk, satin and bamboo pillowcases marketed for skin and hair benefits — confirms it is expanding. Valued at $937.1 million in 2023, the market is projected to reach $1.498 billion by 2030.
With the culture-at-large’s heightened focus on health, including sleep and its role in overall well-being, manufacturers are taking notice and designing products to meet consumer demands.
“At Bedgear, we’ve been closely following how beauty, wellness and daily recovery have started to blend together,” Alletto says. “More than ever, people aren’t separating skin care and hair care from sleep anymore — these routines are connected. And while consumers are investing in serums, moisturizers, hair masks, blowouts and protective styles, very few products were addressing what happens during the hours they spend asleep with their skin and hair pressed into a pillow.”
In November, Bedgear launched the five-piece Bedgear Beauty Collection: the Beauty Performance Pillow, an X-shaped accessory designed to cradle the head and shoulders, encased in the brand’s Hyper-Silk and Air-X mesh; the Hyper-Silk Performance Pillowcase; the Hyper-Silk Performance Sleep Mask; the Hyper-Silk Performance Turban; and Hyper-Silk Performance Scrunchies.
“Customers are paying more attention to beauty-sleep products because they’re far more educated about the connection between their health and wellness and their physical appearance, and they’re seeking solutions that support that connection without adding more steps to their routines,” says Liz Almeida, director of sales, retail, for HealthGuard, a Canada-based producer of pillows and bed protectors.
HealthGuard recently made its first foray into the category with two collagen pillows. Both feature a collagen-treated shell and collagen-infused satin pillowcase but are available in two different cores — copper-infused foam or lavender-infused foam.
“Today’s wellness-driven consumer wants effortless, science-backed results from the products they buy with their hard-earned disposable income,” Almeida says. “Products that work passively overnight fit naturally into that desire for smarter, not harder, self-care.”
Newer companies like Clementine Sleepwear, which launched in August 2023, was founded with a health focus by entrepreneurs Anna and John Cinquina. Clementine Sleepwear prioritizes organic materials like silk and bamboo over synthetics and chemically treated fabrics.
“Today’s consumer is educated and intentional — they’re paying attention to ingredients, materials and the impact on both their skin and the planet,” says Anna Cinquina, cofounder of Clementine Sleepwear. “Beauty sleep has become a form of self-care that bridges science and luxury.”
Clementine Sleepwear’s Atelier Medica Organic sleep line, which includes a sleep mask and pillowcase, is made of 100% organic silk infused with silver ions, and skin-care-routine-style serums including hyaluronic acid, squalane and marine collagen peptides.
“People today are making intentional choices about what they apply to their skin and hair,” Alletto says. “And with the amount they’re investing in serums, moisturizers, hair treatments and professional services, they want those results to last. Longevity has become a priority — delaying visible signs of aging, protecting their hair from damage, and making sure their beauty investments aren’t undone while they sleep.”
