Proper Launches Holistic Sleep Wellness Solution Blending Individualized Sleep Coaching and Natural, Evidence-backed Supplements

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Solution developed by scientists to curb America’s sleep crisis with 1 in 3 Americans suffering from poor sleep

Proper, a new sleep wellness brand grounded in science and data, launches a first-of-its-kind solution combining expert sleep coaching with natural, safe, and effective sleep supplements, to help Americans achieve better long-term sleep health.

Proper enters the sleep aid market when one-third of US adults are battling poor sleep. Chronic sleep deprivation may lead to a host of health problems, including diabetes, cardiovascular disease, and early mortality. Yet, over 90% of primary care physicians admit their knowledge of sleep is “poor to fair.” With only one board-certified sleep specialist for every 43,000 Americans, it’s especially difficult for consumers to access expert sleep support.

“There is a growing understanding that sleep is the third pillar of health, as important as one’s diet and exercise,” said Nancy Ramamurthi, co-founder and CEO of Proper. "Proper aims to restore this necessary piece of personal wellbeing with a more holistic solution.”

In addition to nutritional biochemist and Proper's Head Formulation Scientist, Dr. Alice Hirschel, PhD Proper’s scientific advisory board includes Dr. Adam Perlman, Director of Integrative Health and Wellbeing at the Mayo Clinic, and Dr. Allison Siebern, clinical psychologist and board-certified sleep medicine specialist at the VA Medical Center in North Carolina, and an Adjunct Clinical Assistant professor at the Stanford Sleep Medicine Center.

According to Dr. Perlman, “What makes Proper unique is that it delivers the most complete solution I’ve seen for combatting short and long-term sleeplessness. The pairing of science-based, quality natural products that address the biochemical components of disrupted sleep, with access to expert behavioral sleep coaching, can help people bring about more sustainable change.”

Consumers can select Proper sleep formulations a-la-carte for $39.99 per bottle, or by subscription with a 10% discount and, for a limited time, a complimentary 30-minute one-on-one consultation with one of Proper’s board-certified health and wellness coaches. After subscribers have their coaching session, they receive a personal sleep action plan.

Proper’s formulations include clinically-studied ingredients at the right dosage levels to target multiple stages of the sleep cycle and positively impact sleep quality:

-Core Sleep: A blend of GABA, Venetron™ Rafuma Leaf Extract, Valerian Root Extract and Sensoril™ Ashwagandha Root & Leaf Extract. Known to significantly improve feelings of sleeplessness1. For individuals seeking a deep and restful sleep that will last throughout the night.

-Sleep + Restore: A blend of Core Sleep with tart cherry plus standard and sustained release melatonin shown to decrease sleep latency, increase total sleep time and improve sleep quality2. For individuals seeking to reset their natural sleep cycle and who prefer melatonin.

-Sleep + Calm: A blend of Core Sleep with L-theanine which helps to promote relaxation, cope with everyday stress and support a restful, relaxed state3. For individuals seeking better sleep with extra support to relieve everyday stress.

-Sleep + Clarity: A blend of Core Sleep with Cognigrape™ which is clinically validated to improve cognitive performance4. For individuals seeking to get better sleep, improve their concentration, and enhance their focus.

-Sleep + Immunity: A blend of Core Sleep with Zinc, Vitamins C, B6 & D and a clinically-effective dosage of Wellmune® that supports a healthy immune response and helps strengthen the immune system5. For individuals seeking to boost their immune health.

While Proper designed both the formulations and coaching program to be effective individually, users may achieve their best night’s rest by using them in combination.

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About Proper
Proper is a new kind of sleep wellness company. It’s a better way to achieve long-term sleep health that’s grounded in data and science. It’s personalized & holistic - combining evidence-backed, safe, and natural sleep formulations tailored to your needs with access to expert sleep coaching to help people make the sustainable behavioral adjustments needed for better sleep. Our vision is to advance the science of sleep and help make the world a better and more rested place.

1Auddy, B. et al. JANA. 2008. 11(1): 50-56.; Nakata, A. et al. Jpn Pharmacol Ther. 2018. 46(1):117-125.
2Ferracioli-Oda, E. et al. PLOS One. 2013. 8(5): e63773.
4Calapai, G. et al. Front Pharma. 2017. 8(776).
5URTI:Talbott, S and Talbott, J. J Sport Sci Med. 2009. 8: 509-515.; Talbott, S and Talbott, J. J Amer Coll Nut. 2012. 31(4): 295-300.

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Oluwa Falodun
Clarity PR
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