Can AI be used to adjust sleep? Smart mattresses have become popular overseas, with monthly sales of $12 million, which is really impressive!

If we talk aboutthe best internet slang of 2025, it must be "Love you, my old self".

So, besides eating, drinking, and having fun, what else does it mean to love yourself?

Tuke thought about it, and it’s probably sleep. We carefully select clothes and study food, but when it comes to the sleep scenario that takes up the longest time in our lives, we invest very little thought and money. 

But there is a group of people who have long set their sights on this"one third of life". They believe that technology can not only change our waking life, but also deeply optimize our sleep.

Thus, a smart mattress brand called Eight Sleep emerged..

According to data,in January 2026, the brand's monthly sales reached nearly $12 million, and in 2024, annual sales exceeded $135 million.

Today, let's take a look at howEight Sleep is widening its path of loving oneself.

Image source:Eight Sleep

People live a lifetime, half of it is spent in bed

The story of the Eight Sleep brand starts with co-founder and CEO Matteo Franceschetti. As a former professional athlete, he understands more deeply than most the importance of high-quality sleep for physical recovery and peak performance.

Based onthe simple understanding that "people live a lifetime, half of it is spent in bed", in 2014, Franceschetti brought together several partners to found Eight Sleep in New York, with a straightforward goal:Turn an ordinary bed into a "smart system" that can actively regulate, monitor, and optimize sleep.

In 2015, Eight Sleep launched its first smart mattress cover "EIGHT" on Indiegogo, focusing on smart temperature control, sleep monitoring, and integration with smart home ecosystems. It ultimately gained support from over 6,000 backers, raising more than $1.2 million, which became the brand's most critical early market validation.

Image source:Indiegogo

In the following years,Eight Sleep brand received multiple rounds of financing, and by 2021, the company valuation had reached about $500 million.

The highlight moment came inAugust 2025, when Eight Sleep announced the completion of a $100 million Series D financing. After this round, the company’s valuation was close to $1 billion, entering the quasi-unicorn ranks.

So far, the brand’s total financing has exceeded$260 million, and its products cover more than 30 countries and regions, including the United States, Canada, the United Kingdom, EU countries, Australia, Mexico, and the UAE.

Image source:techcrunch

Smart mattress track: sleep is being "quantified"

From the perspective of industry background,the rapid growth of the Eight Sleep brand is inseparable from the expansion of the entire "sleep technology" and "smart mattress" market.

According toMarkets & Data forecasts, the global smart mattress market will grow at a compound annual growth rate of 7.3% from 2024 to 2031, reaching a market size of about $2.93 billion by 2031.

From this, it is clear that smart sleep is an incremental market in its growth phase and far from saturated, providing ample room for innovative brands to grow.

Image source:globenewswire

Behind this growth are several clear trends:

1.Awakening of health awareness:Modern people face high work pressure and widespread sleep problems. Consumers’ demand for improving sleep quality and managing health through technology is increasingly urgent.

2.Explosion of personalized demand: The era of one-size-fits-all mattresses is over. The market desires customized products for firmness, temperature, and even sleep posture adjustment.

3.Mature integration of technology:IoT,AI technology combined with home products has become a trend. Smart mattresses are widely seen as the entry point for household health data.

It is precisely these trends that makethe Eight Sleep brand no longer just a more expensive mattress, but classified by the market as a dual label of "sleep health + AI hardware".

Of course, the market is only one aspect. How to turn technological advantages into market success tests the brand’s comprehensive marketing and channel layout capabilities.

Image source:Eight Sleep

Multi-platform layout: turning "expensive" into "worth it"

Being able to sell products priced over$3,500 and achieve nearly $12 million in monthly revenue, besides the technical barriers of the product itself, is largely due to Eight Sleep’s refined operations across multiple platforms and channels.

1. TikTok:

Eight Sleep’s official TikTok account @EightSleep currently has about 48,000 followers, with content mainly focused on short clips featuring professional athletes, user feedback on usage scenarios, and brand Q&A.

This"non-advertising" content fits TikTok users’ preference for authentic experiences. Especially for a product with an average price of $4,000–$6,000, real sleep improvement cases are more convincing than hard ads.

Image source:TikTok

Among these contents, Tuke prefers everyone to watch videos about usage scenarios, as they are easier to operate and learn from.

For example, thisvideo with 44,800 views is a great example.

In the video, the user fully demonstrates the entire process from installingthe Eight Sleep mattress to sleeping, using a daily life record to quietly convey the product’s core functions and reliability.

Image source:TikTok

In addition,Eight Sleep also carries out extensive influencer collaborations on TikTok for promotion.

Among these collaborators, besides tech and home living niche influencers,Eight Sleep also works with many top influencers with significant impact on TikTok.

After all, everyone needs to sleep, so"improving sleep" is a point that can cross circles and resonate widely.

Image source:TikTok

TikTok influencer @thejunglebadger is a great example. He is a product recommendation blogger with 2.7 million followers, almost completely unrelated to smart technology.

In his collaboration videos with the brand, he basically starts from the user's actual sleep pain points for immersive demonstration.

For example, inthis collaboration video released in July 2025, he starts from the perspective of being woken up by heat during sleep at night, fully demonstrating the intelligent regulation effect of the Eight Sleep mattress.

These videos don’t even need to explain technical principles; viewers can immediately understand: this product solves my actual problem.

Over1.4 million views is the best feedback for this video.

Image source:TikTok

2. YouTube

OnYouTube, Eight Sleep’s content ecosystem leans towards depth and professionalism. Many tech and home review creators use temperature guns, thermal imagers, and other tools to rigorously test the Pod mattress’s temperature control accuracy, noise level, etc.

This data-driven approachdeeply consolidatesits product’s image inhardcore technical fields such as "best cooling mattress". Even in the comment sections of multi-product reviews,"Except for being expensive, it’s flawless" has become the common user evaluation. ​

Image source:YouTube

3. Instagram

OnInstagram, Eight Sleep focuses more on emotional marketing and brand style.

The official account@eightsleep currently has over 270,000 followers. In addition to showcasing product details and celebrity athlete usage scenarios, it often revolves around topics such as "solving marital conflicts caused by snoring" and "cooling down family relationships", packaging a mattress as a "family relationship regulator" to emotionally move users.

Image source:Instagram

Conclusion

In summary,Eight Sleepbrandsucceeds because in a fast-growing market willing to pay for"healthy sleep", it turns an ordinary product into a solution that speaks through hardcore technology and real experience.

This is very valuable for domestic companies wanting to enter overseas markets. Overseas markets, especially in Europe and America, have mature and rational consumers. They are not afraid of high prices, but you must be able to clearly explain"why it’s expensive" and "where it’s expensive".

Ultimately, going overseas is not simply about selling goods, but about letting a new market get to know you, trust you, and then choose you. As long as your value is clear and solid enough, opportunities will always be there.