Officially launching next week (Sept. 1), Noctiva Reset contains KSM-66 ashwagandha, magnesium bisglycinate, L-theanine and a botanical extract from the seeds of Griffonia simplicifolia (African black bean).
The formula is designed to promote relaxation and better sleep without relying on melatonin, which is prohibited in supplements in the UK and some EU member states.
Founder Additya Jani, who spent 16 years working on live overnight television, said night shift workers are often left out of the conversation around sleep supplements and the launch is designed to fill that gap.
“Around three million people in the UK work through the night, and almost everything in the sleep aisle is designed around an 11pm bedtime,” he told NutraIngredients. “That is not a niche, it is a large, identifiable audience that has been treated as an afterthought.
“Commercially, the focus is the strategy. A new brand cannot outspend the current big players in the market across the whole category, but nobody owns night workers. They are easy to find, they find each other online, and they already understand the problem, so there is no education cost. I would rather be the first brand that genuinely belongs to night workers than the 50th brand shouting at everyone.”
The impact of shift work on sleep
Night shift workers often struggle with disrupted circadian rhythms and environmental disturbances, like daylight and traffic noise, which can make it more difficult to fall and stay asleep.
Poor quality sleep and low sleep duration have been linked with several diseases, including increased risk of obesity, type 2 diabetes and atherosclerosis (narrowed arteries). Sleep deprivation can also suppress the body’s production of melatonin – the hormone responsible regulating the sleep cycle.
As a result, many night shift workers use supplements to improve sleep quality and duration. However, melatonin is classified as a prescription-only medicine across most European countries, including the UK, prompting interest in alternative sleep support ingredients.
Noctiva Reset was formulated to promote sleepiness as well as reduce tiredness and fatigue during the day. Research shows that magnesium bisglycinate can improve insomnia severity in adults reporting poor sleep quality and reduce daytime fatigue. Meanwhile, ashwagandha, which is predominantly known for managing stress, has also been shown to improve sleep quality and help manage insomnia.
The seed of Griffonia simplicifolia was selected for its high content of 5-HTP, a natural chemical compound which is a precursor to melatonin, while L-theanine, an amino acid found in tea leaves, was chosen for its ability to promote relaxation before bedtime. Indeed, research shows L-theanine can improve subjective sleep quality, decrease sleep onset latency and reduce daytime dysfunction.
Jani said the dosage of each ingredient reflects published human research and the formulation allows for flexibility. While the supplement is designed to be taken just before sleep, it can be taken at 12 PM, 12 AM or anywhere in between, anchoring timings to the shift, not the clock.
“The guidance is simple: three capsules with water once the shift is over and you are home,” he said. “It is the full stop at the end of the working night, which is the reset the name refers to. No matter the time one finishes, the routine is identical.”
The route to market
Noctiva Reset will launch direct-to-consumer on Shopify and TikTok Shop UK at £39.99 for 90 capsules (30 servings).
Using TikTok Shop will have a dual benefit, Jani said, helping to boost Noctiva’s visibility while it is still in the early stages of commercialization and enabling a tight feedback loop with consumers.
“Night workers are [on TikTok] at 4am in numbers most brands never see,” he said. “Live social commerce is where that craft has moved, and TikTok Shop closes the distance between the story and the checkout. The marketing is founder led: I am building the brand in public, alongside honest video testimonials from real night shift workers who were gifted the product, clearly disclosed.
“Retail conversations will follow the launch, from a position of data rather than promise.”
