We created Proper—a new kind of sleep wellness company—in response to just how pervasive sleep issues are across the U.S. Because get this: 164 million people (1) suffer from sleep issues at least once a week, with 70% of American adults reporting that they obtain insufficient sleep at least one night a month (and 11% reporting insufficient sleep every night). (2) When we considered these staggering numbers in the context of emerging science around just how important sleep is to your long-term health, it became abundantly clear that the sleep industry has failed Americans. Nobody has taken a holistic, science-backed approach to solving this problem, nor presented a personalized solution that recognizes just how different everyone’s biochemistry is (cookie-cutter sleep tips on Google and melatonin pills just don’t cut it).

For us, this is personal. We’ve all experienced what poor sleep feels like in some form and are holding ourselves accountable to help solve this challenging problem by creating something that never existed before.

1. We offer a portfolio of different formulations suited to your unique sleep needs

Our seven unique, PhD-developed formulations and high-quality ingredients are effective, natural, and safe. Knowing that everyone’s biochemistries are different, we developed this robust lineup to better address underlying root causes and offer additional targeted benefits.

Our foundational formulation is comprised of Venetron® (rafuma leaf extract), Sensoril® Ashwagandha, GABA, and Valerian Root. Three of our products have additional targeted benefits and ingredients to ease stress, promote clarity, and boost immunity. Two contain melatonin (both standard and MicroActive® extended-release), and two offer the inclusion of 25mg broad spectrum hemp extract (no THC) to help those who may suffer from additional stress and anxiety that they believe are impacting their sleep.

2. We pair supplements with evidence-backed behavioral change

While our natural supplements are a huge help, we know that to help Americans achieve better long-term sleep health, people need more. Between Google and the sleep clinic, people simply didn’t have access to expert support for the right behavior change. We aim to deliver exactly that in order to help people solve root cause issues.

Our sleep coaching program combines expertise in behavioral change (in the form of board-certified health and wellness coaches) with the best of behavioral sleep science (with a proprietary curriculum co-developed by Allison Siebern, PhD, CBSM). Dr. Siebern is a leading behavioral sleep medicine expert who helped create an insomnia treatment program for the VHA, serves as Adjunct Assistant Clinical Professor at the Stanford Sleep Center, and is currently leading the Sleep Health Program and Lab at the VA Medical Center in Fayetteville, NC.

Coaches receive 30+ hours of education (compared to two hours most physicians get in medical school) on the latest research in sleep medicine and related fields (e.g., menopause, pain, nutrition), making them experts in both behavior change AND sleep.

3. The benefits of our supplements build over time

Our products were formulated to be a part of your nightly routine for better sleep health—a lifestyle change and commitment versus one-off “band-aid” use akin to traditional over-the-counter or prescription medication. Think of it as a daily "sleep vitamin" for your ongoing wellness routine. And remember, unlike other sleep aids, our products are non-habit-forming and drug-free (plus non-GMO, sugar-free, and free of artificial colors/binders).

Plus, the efficacy of certain ingredients actually increases over time. That’s why, at a minimum, we recommend taking Proper supplements for at least five consecutive nights to begin feeling the benefits of supported, high-quality sleep. In fact, 84% of Proper customers see improvements in their sleep after five nights, with a 59% average increase to their baseline sleep score. (3) Because everyone’s biochemistry differs, many will feel results the first night, but for maximum benefits, we recommend using Proper for at least four weeks (and coupling supplements with coaching).

4. We go beyond melatonin, which works for only ~50% of the population

Melatonin, although widely used, produces varied results. In fact, Ruchir Patel, MD, MB, BCh, FACP, a fellowship-trained sleep medicine specialist who’s double board-certified in Sleep Medicine and Internal Medicine, has found over the last 10+ years in his sleep medicine clinic that only about 50% of patients actually note a positive response from melatonin.

"I have noted over the last 10+ years in my sleep medicine clinic that not everyone responds the same to melatonin (in fact, I have noted anecdotally that ~50% of patients actually note a positive response) and the same applies to all-natural sleep aids. Our bodies metabolize everything we place into them differently."

Ruchir Patel, MD, MB, BCh, FACP

That said, it does work great for some with sleep issues, especially those suffering from circadian rhythm sleep disorders such as jet lag, shift work disorder, and delayed sleep phase disorder—with research to back it up. One meta-analysis in particular, (4) which compared melatonin against a placebo in improving sleep parameters in patients with primary sleep disorders, showed that the supplement reduced sleep latency (the amount of time it takes to fall asleep) by 7.06 minutes and increased total sleep time by 8.25 minutes. Also promising was the fact that trials with a longer duration and higher doses of melatonin demonstrated greater effects on decreasing sleep latency and increasing total sleep time.

That’s why, when formulating our supplements, we didn’t discount it entirely but we also intentionally did NOT include it in every supplement—you’ll only find it in two of our products: Sleep + Restore and Sleep + Restore with CBD. Instead, our PhD-led formulations team sourced other natural ingredients and botanicals from around the world that are clinically proven to support sleep, such as Valerian Root, Venetron®, L-theanine, GABA, and Sensoril® Ashwagandha.

After all, as is the case with all natural sleep supplements, there is not a one-size-fits-all solution. Your sleep and overall health must be evaluated holistically to help you understand and solve the issue(s) at hand.

READ MORE: The Proper Guide To Melatonin: Uses, Types, Side Effects, + More

5. We formulated our supplements to respond to all 4 stages of sleep

Our supplements were developed in partnership with leading doctors in integrative sleep medicine, clinical psychology, and nutritional biochemistry. They are specially designed to respond differently depending on what stage of sleep you’re in, whether it’s REM (active sleep) or non-REM (quiet sleep), for support throughout the entire night.

Stage 1 (N1)

What happens: Brain activity begins to slow down

Why important: It’s your “portal” into sleep

Ingredients that help: GABA, valerian, L-theanine, standard melatonin

Stage 2 (N2)

What happens: Core body temperature drops + muscles fully relax

Why important: Supports the consolidation of memories

Ingredients that help: Venetron®, Sensoril® Ashwagandha, extended-release melatonin

Stage 3 (N3)

What happens: Brain releases low-frequency, high-amplitude delta waves that cause heart rate + respiration to slow

Why important: Supports the functioning + restoration of the immune system

Ingredients that help: Venetron®, Sensoril® Ashwagandha, extended-release melatonin

Stage 4 (REM)

What happens: Brain waves are active although muscles remain relaxed—the prime time for dreams!

Why important: Benefits cognitive functions (memory consolidation, creativity, learning)

Ingredients that help: Sensoril® Ashwagandha, extended-release melatonin

READ MORE: A Guide To The 4 Stages Of Sleep (REM + NREM)

6. The result? Not just more sleep, but deeper, better quality sleep that will leave you feeling refreshed and well-rested, not groggy.

Although that “knocked out” feeling may lead some to believe that a sleep supplement is working faster and better, that’s not actually the case since the quality of your sleep—the amount of deep and REM sleep—matters too.

With Proper, you will not feel knocked out and you WILL awake to normal noises. Simply put, it will feel like a good, natural night of sleep. But that doesn’t mean it’s not effective.

79% of Proper customers had less frequent issues staying asleep and 78% were more satisfied with waking up refreshed. (3)

7. We leverage sleep tracking technology to dive deeper

Countless trackers + apps can tell you if you slept well (which is usually obvious to you anyway). Proper’s new digital tools available with our Discovery Experience focus instead on WHY you did or didn’t sleep well, with considerations for both quality (how rested and refreshed you feel) and quantity (hours asleep and awake). The result is a deeper, more holistic understanding of how your Proper supplement (and other lifestyle factors) impact key sleep metrics.