The sleep industry is booming. Estimated to be worth up to $600B this year, the market is ever expanding. Comically put by Dr Guy Meadows, “we can now enhance our sleep by white noise and pink noise and possibly some other colours too”. The saturation of products available to help you sleep is seemingly endless, but why? Dr Meadows thinks that “perhaps inevitably, after centuries of simply concentrating on our waking hours, capitalism is coming for our sleep.” So much so that even the Kardashians have delved into all things rest and relaxation.  

Kourtney Kardashian launched her brand ‘Lemme Live’ in 2022, with the range consisting of a plethora of gummy vitamins including Lemme Purr, vaginal probiotic gummies and Lemme Debloat, daily digestive gummies. However, the standout best seller for the brand is Lemme Sleep, which seeks to do as its name describes: let people sleep. 

The magnesium and melatonin-packed pills have taken social media, particularly TikTok, by storm, with one influencer receiving over 48M views on her review. Christina Kirkman said: “I have a message for Kourtney Kardashian. Mike Tyson could hit me with a one two and I’d still be up thinking about the last 20 years of my life, but you think these little cute gummies will knock me out? Well, you were right. I entered another f**cking dimension last night.”

Other reviews followed a similar script. Bella Hydes said: “Genuine question for Kourtney Kardashian, what is in these? What is in Lemme Sleep that is letting me sleep for 15 hours.”

ADHD awareness influencer Jillie Clark said: “When I tell you this knocks me out, it knocks me out. This is the first time since being off ADHD medication that I’ve actually been able to fall asleep without the incessant chit chatter in my brain.”

But why are they so immensely popular? Is it because of their tie to pop culture giant Kourtney? Marketing Executive Lana Skye thinks not. 

“First and foremost, the aesthetics of the brand definitely contributes to the appeal. I think they’ve hit the nail on the head in terms of looking like a brand that should be taken seriously while also having fun with the names and appearance of the products. 

“Kourtney will have helped in terms of the exposure her name brings, but ultimately, Lemme Live is successful because it actually works. I think the biggest issue surrounding supplements is are they actually worth investing in and do they actually work.

“Plus, Kourtney feels like a reliable source for this. Anyone who’s watched Keeping up with the Kardashians will be aware that Kourtney is very health-focused. She would openly criticise her sisters for their eating habits or things they would let their children eat, so entering the health and wellness space was a pretty natural thing for her to do, not just a money grab.”

In an era of immense overcrowding for sleep consumerism, the Kardashians seem to have set herself apart from the rest. All that’s left to ask is, would you try them?