That shift is driving a wave of melatonin-free products built around magnesium, L-theanine, botanicals, amino acids and emerging ingredients such as bioactive peptides and functional mushrooms. Instead of abandoning melatonin altogether, some brands are pairing it with other actives, using varied-release systems or offering parallel formulas so let the consumer choose what best suits their nighttime ritual.
Targeting is also becoming more precise in the sleep space. New products address stress-related sleep disruption, perimenopause and menopause, athletic recovery and the inverted schedules of night-shift workers, while others connect nighttime rest with healthy aging, microbiome health or next-day performance.
Below a look at some of the more recent products launching into segmented and holistic sleep market, competing on formulation, delivery experience and the specific reason a consumer is not feeling restored.
Nourished Sleep Pro
Nourished added a melatonin-free sleep gummy to its 3D-printed gummy lineup, containing PeptiSleep peptides designed to help regulate cortisol, support faster sleep onset, and improve deep and REM sleep without grogginess. It also includes tart cherry and vitamin C, zinc and vitamins B1, B6, B12 and D3.
“From a nutritional perspective, particularly here in the UK, we have relatively few options when it comes to nutritional solutions that support sleep,” said Melissa Snover, founder and CEO of Rem3dy Health, Nourished’s parent company. “That’s why we’ve spent almost four and a half years developing Sleep Pro. We struggled to find a natural ingredient with convincing clinical evidence that could support not just sleep duration but also the amount of deep sleep people get.”
Yili & Beijing Tongrentang Xinhuo Sleep Formula Milk Powder
Dairy giant Yili teamed up with Traditional Chinese Medicine brand Beijing Tongrentang to launch specialized adult milk powders, including a sleep-support formula that combines natural milk tryptophan and vitamin B6, L-theanine, walnut peptide, sour jujube kernel powder and Poria cocos powder.
Unisom Sleep Support Gummies
Unisom expanded beyond traditional OTC sleep aids into drug-free, melatonin-free supplements to support nightly wind down and relaxation “in a world where the lines between a busy day and a restful night are increasingly blurred by stress and screens.” The product combines magnesium and KSM-66 ashwagandha in a once-daily gummy, targeting relaxation, stress management and sleep quality.
“A good night’s sleep is non-negotiable for having a productive day and feeling your best, but the stresses of daily life can make it hard to relax and wind down at night,” said Katelyn Ettenger, senior director of marketing for Unisom.
Natrol Ultra Sleep and Ultra Energy
Natrol introduced a three-part sleep formula featuring melatonin, GABA and Dream Botanicals (tart cherry, lemon balm and chamomile), alongside Ultra Energy (vitamin B12, B complex, CoQ10). The launch was supported by a partnership with consumer mental health company Calm and actress and wellness advocate Michelle Monaghan, which positioned the products around full sleep–wake cycle rather than nighttime sleep alone.
“Falling asleep is only half the challenge,” said Rebekah Lyle, chief marketing officer at Natrol. “What we’re hearing is that people aren’t just struggling to fall asleep—they’re struggling to stay asleep or wake up feeling restored. Ultra Sleep and Ultra Energy were designed to work with the body’s natural rhythms to support better sleep and help energize cells from within.”
Designs for Health BioSleep Peptides
Designs for Health introduced a practitioner-oriented, melatonin-free sleep supplement containing 250 mg of PeptiSleep (Nuritas). The product emphasizes stress-response support and sleep quality.
“BioSleep Peptides sets a new standard for natural sleep support,” said Dr. David M. Brady, chief medical officer at Designs for Health. “This formula gives health-care practitioners a practical, research-backed tool to support patients experiencing occasional stress-related sleep disruptions. By combining AI-discovered plant peptides with clinically studied benefits, BioSleep Peptides provides a natural, effective solution for restorative sleep without the grogginess sometimes associated with traditional sleep aids.”
Noctiva Reset
UK startup Noctiva Health launched a supplement specifically for night-shift workers rather than conventional bedtime. The formula, designed to promote sleepiness as well as reduce tiredness and fatigue during the day, includes KSM-66 ashwagandha, magnesium bisglycinate, L-theanine and a botanical extract from the seeds of the African black bean (Griffonia simplicifolia).
“Around three million people in the UK work through the night, and almost everything in the sleep aisle is designed around an 11 p.m. bedtime,” said Additya Jani, founder at Noctiva Health. “That is not a niche, it is a large, identifiable audience that has been treated as an afterthought.
Bonafide Health Noctera
Bonafide Health launched a hormone-free, melatonin-free supplement for women experiencing sleep disruption associated with perimenopause and menopause. Its formula combines magnesium glycinate, GABA, L-theanine and SAMe, with a continuous-release approach.
“Estrogen plays a critical role in how our brain regulates temperature, sleep, and mood,” said Dr. Alyssa Dweck, MS MD FACOG, MSCP, chief medical officer at Bonafide. “Declining estrogen levels during the menopause transition affect the balance of both GABA, a calming neurotransmitter in the brain and Glutamate, an excitatory one. This imbalance has direct effects on sleep, specifically associated with the frequent nocturnal awakenings and difficulty falling back asleep during this time of life.”
Foria Shuteye Chai
Plant-wellness brand Foria entered the sleep category with a chai-style nighttime blend featuring reishi and chaga mushrooms, magnesium, ashwagandha, gotu kola, GABA and L-theanine to support deep, restorative rest. It combines supplement positioning with a more indulgent, ritual-based bedtime format. The launch is part of Foria’s broader expansion into the sleep category following their acquisition of plant-based wellness brand Ned last year. Foria also recently launched Mello Magnesium Superblend last summer.
Slumber Magnesium Glycinate and Deep Zzzs extensions
Slumber announced three portfolio additions: a standalone magnesium glycinate product, Extra Strength Deep Zzzs and a new THC-free Deep Zzzs formula, reflecting demand for ingredient stacking and differentiated strengths and formulations identified through the brand’s consumer survey.
“Our customers told us exactly what they needed,” said Tony Schwartz, head of consumer insights at Slumber. “They were already stacking our gummies with other manufacturers’ products, so we built what they were reaching for and improved what they already loved.”
Enzymedica Sleep & Stress Lemon Balm Phytosome
Enzymedica expanded into enhanced-absorption botanical formulations with a melatonin-free sleep-and-stress product built around lemon balm phytosome technology.
“We’re all chasing more sleep, less stress and more movement, but many supplements designed to help aren’t well absorbed,” said Ryan Sensenbrenner, senior marketing group director at Enzymedica. “Phytosome® is designed to enhance absorption, to help your body better utilize these ingredients.”
ESN Sleep Dual-Formula
Sports nutrition brand ESN rolled out two powdered sleep formulations—one with melatonin and one without—to accommodate consumer preferences. The blackberry-flavored blend includes a ZMA complex (magnesium, vitamin B6, and zinc) designed to support nervous system function, as well as valerian root, passionflower, L-theanine, L-glycine, myo-inositol and inulin.
“Sleep is one of the most important yet often underestimated factors for recovery, performance and well-being,” said Daniel Margis, senior research and innovation scientist at ESN. “From ambitious athletes to health-conscious lifestyle customers, rest and recovery is one of the top priorities they want to improve to perform better and improve overall health.”
Ryde: SLEEP
Ryde introduced a sleep-focused addition to its pocket-size 2 oz. functional supplement shots formulated with Informed Choice Certified ingredients including melatonin, GABA, chamomile and L-theanine. The launch emphasizes convenience, sleep quality and a ready-to-consume format to tackle sleep, supported by a high-profile partnership with former NFL tight end Rob Gronkowski.
“I’ve always lived life at full speed, but the real secret to staying on top of my game is knowing how to recover,” Gronkowski said. “Wellness shouldn’t be a tedious chore. I’ve tried all the overhyped bedtime trends and complicated gym hacks that don’t work, Ryde: keeps it easy. Whether I need to lock in my concentration with FOCUS or shut things down with SLEEP - it just works. No gimmicks, no nonsense, just quick, delicious shots that help get me ready to dominate the next day.”
NCL Ashwagandha with Magnesium
As part of a broader evolution, NCL (formerly Natural Cure Labs) introduced a nightly wind-down supplement that combines KSM-66 Ashwagandha with magnesium, L-theanine and vitamin B6 as a new melatonin-free supplement designed to support normal sleep and relaxation in healthy individuals.
“When we talked about this evolution, it was always more than a new brand name—it includes entire category investments and products too,” said Damon Sununtnasuk, founder and CEO of NCL. “Ashwagandha with Magnesium is one of the first examples of that. Our customers have been asking us to support more of their evening routine, and we are following through on that.”
Kao Lifecare Research Institute The Sleep
Japanese Kao Lifecare Research Institute launched The Sleep, a food with functions claims product that contains chlorogenic acids derived from green coffee beans of the robusta variety to support sleep quality and help reduce fatigue upon waking. The compounds are extracted using Kao’s proprietary water-based Ecological Drip Extraction Method.
TRIP Dream Gummies and TRIP Dream Powder
UK-based CBD drinks brand TRIP expanded its nighttime offering with the launch of new Dream Gummies and Dream Powder, formulated without the brand’s flagship ingredient. Both formats feature combinations of magnesium, chamomile, lavender, valerian and other calming ingredients.
TRIP founder Olivia Ferdi said the launch represents the brand’s continued focus on supporting relaxation, with both products including a complimentary three-month premium membership to Calm, the world’s leading app for sleep, meditation and relaxation.
“We’ve brought calm to the daytime, and Dream Blend is an exciting step in allowing us to show up in even more moments when consumers are looking to unwind,” she said. “Our community has been asking us for a sleep-focused product for a long time, and we’re proud to have created options that fit easily into everyday routines, while helping people unwind at night and wake up ready for the day ahead.”
AustVitaality NightDrift
Australian start-up AusVitality released NightDrift, a stress-and-sleep support blend combining magnesium glycinate, Alpha Wave L-theanine and Apigenin chamomile extract to calm the mind, reduce symptoms of stress and improve sleep quality.
According to the brand, together these active ingredients deliver comprehensive support for body and mind, “designed not just to help you fall asleep, but to truly rest, recharge and wake feeling refreshed.”
Ārepa Brain Capsules for Sleep
New Zealand functional beverage brand Ārepa entered the category with its Brain Capsules for Sleep Support, featuring 1,000 mg magnesium bisglycinate, 200 mg L-theanine and 28 mg saffron, accompanied by a “designed by neuroscientist” tagline.
It is positioned as a nightly dose folded into a wind-down ritual that supports consistent, quality rest and helping you wake clear headed.
Key takeaways
- Brands are starting to sell a broader sleep-wake solution. Products are connecting recovery, relaxation and stress management with nighttime sleep and daytime functioning.
- Melatonin-free sleep support is a major innovation theme. Brands are increasingly using magnesium, amino acids, peptides and botanicals to differentiate their products.
- Ingredient stacking is becoming the norm: Launches increasingly combine familiar calming ingredients with newer branded or proprietary actives, creating broader formulas rather than relying on a single hero ingredient.
- Delivery technology is a point of differentiation: Dual-capsule systems, continuous- and varied-release formats, liposomal liquids, phytosome delivery, liquid shots and 3D-printed gummies are being used to support absorption, timing and consumer appeal.
- Sleep is attracting brands from adjacent categories: Companies rooted in sports nutrition, CBD, women’s health, dairy, digestive health and functional beverages are extending into sleep, often using the category to broaden an existing wellness platform.
- Evidence and expertise are central to positioning: Practitioner orientation, clinically studied ingredients, proprietary extraction methods and neuroscience-led or research-backed claims are helping brands distinguish products in a crowded market.
- Partnerships are expanding the proposition: Collaborations with meditation platforms, athletes and wellness advocates show brands pairing supplements with digital support, lifestyle content and recognizable ambassadors.
