NYC-based sleep wellness brand Proper raises $9.5M in funding led by Casa Verde Capital & Redesign Health.
Cannabis-focused firm Casa Verde Capital is led by Snoop Dogg.
Proper is a sleep wellness company combining evidence-backed, safe, and natural sleep formulations tailored to users’ needs with access to expert sleep coaching.
“Proper aims to help solve what the CDC has identified as a public health crisis insufficient sleep with a truly more holistic and personalized solution,” said Ramamurthi, founder and CEO of Proper, in a statement.
Proper developed sleep supplements in partnership with nutritional biochemist Dr. Alice Hirschel. Proper’s five formulations include; Core Sleep, Sleep+Restore, Sleep+Calm, Sleep+, Clarity, Sleep+Immunity.
Consumers select and purchase one of five sleep formulations at getproper.com. They are either available a-la-carte for $39.99 per bottle, or by subscription with a 10% discount, free shipping, and, for a limited time, a complimentary 30-minute one-on-one consultation with a sleep coach.
Subscribers are assessed, have an individual coaching session, and receive a personal sleep action plan. The introductory sleep coaching session gives consumers access to the sleep expertise they need for sustainable behavioral changes.