On Balance: Sleepmaxxing

In 2022, Kim Kardashian proudly shared her sleep score of 93 on Instagram, and the Queen of wacky wellness Gwyneth Paltrow reposted it saying: “Okay WHAT?? I thought I was killing it at this @ouraring game.” Yep, we were all confused.  

But now, every A-Lister and their mother are donning some sort of rest tracking device, and are boasting about their new sleep science products at every opportunity. Oprah swears by temperature-regulating bamboo sheets; Kim K and Reese Witherspoon an anti-wrinkle pillow; Venus Williams is a fan of aromatherapy spray; Sofia Richie prefers Hatch’s sunrise clock; Casper Mattress fans span from Leonardo DiCaprio to Tobey Maguire; and the infamous Finland-based Oura Ring is royally approved – just ask Prince Harry.  

Now, the trend has trickled down to us normies, with TikTokers wholeheartedly revelling in the sleep optimisation lifestyle. It has been dubbed ‘sleepmaxxing’, and mixes spirituality with science-based results to curate a new lifestyle we should all aim to adhere to. But what is ‘sleepmaxxing’? Do we need it? And is it a feasible investment?  

The term ‘sleepmaxxing’ itself comes from the TikTok trend ‘looksmaxxing’, in which predominantly vulnerable young men (women, also) are targetted to maximise their attractiveness. It gained traction in 2023 and saw accounts proliferate by picking on unknowing users to lookmax. This usually includes dissecting certain features to improve, such as facial structure or brow shape and then finishes with an overall rating. It is inherently a ploy to prey on young people vying for social acceptance. The term has become as divisive as it is popular, hence why adding ‘maxxing’ as a suffix will immediately gain attention.   

‘Sleepmaxxing’, however, is less dangerous than its superficial counterpart. It began as accounts showing off their new ‘sleep optimisation’ era, which grew from a more spiritual take on sleep. Dream readings, meditation, and even astral projections have been booming in popularity since around 2022. The TikTok girls share tips and tricks on how to do so. But as this is spreading, many users have begun to share their worries about how they couldn’t get a deep sleep to utilise these practices in the first place, hence the birth of ‘sleepmaxxing’.  

This year, we are seeing a shift in the sharing of sleep tips. It has become more methodical and scientific, as opposed to spiritual. One of the first sub-trends to emerge was the ‘biohacking sleepy girl mocktail’ recipes that claimed to send you into REM almost immediately, which led to weighted blankets and sleep masks, mouth taping, comfort teddies and blankets, and high-frequency noise tracks. “The uglier you go to bed, the better you wake up,” is a phrase commonly thrown around by the sleep-obsessed TikTokers, relating to all the hacks amalgamated together equalising a simply fantastic deep sleep and a better quality of life once awake.  

It seems that deep sleep and a rigorous rest routine are transcending the ‘rise and grind’ millennial tech bro, who was previously known to prioritise tracking their sleeping habits so they are more productive when working. A shift in workplace habits may also be a reason why ‘sleepmaxxing’ is on the rise, as we see dwindling numbers of the classic millennial girl boss lifestyle for Gen Zers who are now at the age of full-time work. It was perhaps an unhealthy culture in that the girl boss encouraged a ‘we can have it all’ mindset, pushing the idea that sleeplessness means you are more successful and goal-orientated. Gen Z TikTokers are rewriting this narrative, ushering in a wave of balanced deep sleep and productive workday ratio back into your routine.  

As the wellness industry generally grapples with new technology, it should be no surprise that the area of sleep science is too. Enter the idea of tracking your sleep. A new subgenre of technological feats in the ‘sleepmaxxing’ sphere is advancing to supposedly help improve deep rest. Products like the Oura Ring (a discreet smart ring used to track physical activity and sleep) are selling out online, Fitbit’s sleep feature (and their competitive scoring system) is flying off shelves, and apps like WHOOP calculate your biometric data points and recovery on a scale of 0 to 100% by collective your heart rate, respiratory rate, and skin temperature to manage physiological and psychological stress.  

According to the National Sleep Foundation, all adults should all be aiming to get a minimum of 7 or more hours a night, with anyone younger aiming for up to 12 hours. Their Sleep Health Index promotes rest as essential for optimal cognitive performance, physiological processes, emotional regulation, and quality of life. 

They state: “Research consistently demonstrates that sleep is a significant component of physical and mental health, as well as overall well-being. Therefore, a comprehensive evaluation of an individual's health and wellness necessitates an assessment of sleep health. Unfortunately, objective measures of sleep, such as the gold-standard polysomnography, can be impractical and expensive and therefore infeasible for many large-scale studies, especially when the research is not primarily focused on sleep. A valid and reliable self-reported sleep health measure would therefore be a useful research tool, benefiting ongoing and future research studies across multiple fields of health.” 

The culture of extreme sleeping habits and tracking devices does not seem to be slowing down. But as the science of it all gets muddled by new companies pushing their products, we beg the question as to whether sleep health is truly for everyone. Can we sleepmaxx without investing in a £500 air purifier and top-of-the-luxury market heart tracking ring?  

Quite simply, yes we can. Though the technology is proven to help, the brain naturally self-optimises through each sleep stage at night – from slow-wave deep sleep to REM to light to awake. We don’t need to get competitive about it either, and should be advocating for a peaceful culture of guidance around deep rest, instead of a forceful approach to those who may struggle to drift off. Insomniacs (those who can’t sleep when they should), for example, may struggle with increased obsessive awareness that can encourage anxiety before bed. 

So as ‘sleepmaxxing’ becomes more competitive, we should view catching our Z’s as a holistic and slow process. By implementing proven healthy practices before bed, like turning off screens, drinking Magnesium, meditating, and even listening to sleep-optimising tracks, you will feel fully restored before you know it. But as for the confusing market in which companies are now trying to track your biodata, we aren’t quite sold on that one. Ultimately, sleep is a natural practice, and you should approach it as such.