Sleep-Aid Strips Overtake Gummies as Fast-Dissolving Wellness Trend Gains Momentum

In Rome, former Goop beauty director Jean Godfrey-June sampled Sleep or Die’s mint-flavored, melatonin-rich oral strips and said they helped her sleep through jet lag, illustrating the growing shift from gummy supplements to dissolvable strips. Sleep or Die, launched in 2025, received a $1 million investment from True Beauty Ventures and distributes its postage-stamp-size strips through retailers like Erewhon and Olive Young.

The strips, which also contain ingredients such as GABA, 5-HTP and L-theanine, are marketed for convenience and claimed better absorption, though researchers note the lack of FDA-required clinical trials. Other companies—including Strippies, Daps, StripIt, Biostrips and Vybrique—have introduced similar formats for sleep, energy, beauty and even pharmaceuticals. Industry observers see the trend as part of a broader $79 billion U.S. dietary-supplement market that favors Instagram-friendly, easy-to-use products. Despite enthusiasm, founders acknowledge strips still lag behind gummies and pills in market share.