Smart Sleep

Smart Sleep GmbH operates as a direct-to-consumer brand specializing in nutritional supplements and other products designed to enhance sleep quality and daytime performance. The company was established in Germany in 2015 by Dr. Markus Dworak, a sleep researcher with nearly two decades of experience, including a fellowship at Harvard University. His personal struggles with insufficient sleep, despite his expertise, motivated the search for a natural, side-effect-free solution. Dr. Dworak co-founded the company with design and brand experts Daniel Matthieu and Burk J. Ulrich.

The firm's business model is primarily D2C, selling its products through its official website, but it also distributes through retail partners, pharmacies, and the hotel industry. The product line is rooted in sleep research and aims to reduce daytime fatigue by providing the body with specific nutrients during the night. Their flagship product, smartsleep® ORIGINAL, is a combination of a liquid ampoule and two chewable tablets containing creatine, vitamins, amino acids, and minerals, designed to be consumed before sleep. The company has since expanded its offerings to include smartsleep® IMMUNE, for immune system support, and smartsleep® BEAUTY, which contains collagen and hyaluronic acid to support skin, hair, and nails. All products are manufactured in Germany under high-quality standards and are vegan, sugar-free, gluten-free, and lactose-free.

A significant milestone for the company was its appearance on the German television show "Die Höhle der Löwen" ("The Lions' Den"), where it secured a €1.5 million investment, which was the largest deal in the show's history at the time. This event provided substantial capital and visibility, enabling further product development and expansion. The company targets a broad audience, including athletes, business travelers, and anyone experiencing the negative effects of sleep deprivation. They also partner with organizations like the eSports Player Foundation to raise awareness about the importance of sleep in performance.

Keywords: nutritional supplements, sleep aid, D2C, sleep research, dietary supplements, ecommerce, wellness products, cognitive performance, athletic recovery, fatigue reduction, vitamin supplements, mineral supplements, amino acids, creatine, direct-to-consumer, health and wellness, sleep optimization, natural sleep support, German startup, beauty supplements