Sleepmaxxing: why influencers can’t replace Sleep Medicine

Wed, 17 Sep 2025 16:19:00 EDT

By Kimberly Carr

Are you sleeping to the max? A new trend has millennials searching for the best way to get quality beauty rest and it's called sleepmaxxing. This latest viral wellness trend centers on optimizing sleep and creating the ideal sleep environment, but some may be taking it to the extreme.

“I think it’s admirable to bring sleep disorders into the spotlight,” said Nathaniel Gordon, MD, assistant professor of Medicine and sleep specialist at Macon & Joan Brock Virginia Health Sciences EVMS Medical Group at Old Dominion University, “but attempting to logically derive treatments and posing them as formal treatment options may be harmful to those consuming the content.”

While sleepmaxxing may not be recognized in the Sleep Medicine medical community, it is quickly gaining in popularity among trendsetters and trend seekers. Sleepmaxxing influencers on social media promote everything from supplements, mouth tape, and “natural” sleep skin patches to over-the-counter aids, anti-snoring devices, soft lighting and white noise, all of which aim to make bedrooms cozier and falling asleep easier.

With the growth of personal health tracking devices in recent years, there has been an uptick in obsessively tracking every aspect of sleep. “I often see patients in the clinic who are worried about their sleep because of what their wearable devices show,” said Dr. Gordon. “This can lead to orthosomnia, a condition described in Sleep Medicine as having excess anxiety about one’s sleep. I make sure patients understand both the limits of these devices and the problems that can arise from relying on them too much.”

For example, without brainwave testing (EEG), tech wearables can only estimate rapid eye movement (REM) and deep sleep using algorithms designed specifically for the brand company that created the device.  These algorithms are proprietary and may not be clinically validated by sleep researchers or clinicians and therefore may not be considered scientifically or clinically accurate.

Wearables can still be helpful for tracking how much you sleep, even if they may not reliably measure sleep quality. This can be especially useful for people who have trouble keeping track of their sleep schedule and need to constantly check the clock, which can actually make sleep problems worse.

Following the sleepmaxxing trend without medical guidance could have even more severe consequences than depleting your bank account. Those with sleep-related illnesses may have a diagnosis delayed if they turn to social media pundits over sound medical advice. By pursuing methods not supported by evidence, they put their health at risk. A medical provider will work with you to figure out if there is an underlying condition causing sleeplessness.

“If someone with undiagnosed obstructive sleep apnea elects to treat their symptoms with unvalidated treatments instead of seeking clinical evaluation and treatment,” said Dr. Gordon, “they fail to address the increased association with more severe comorbidities such as hypertension, daytime sleepiness, cognitive dysfunction, increased risk of cardiovascular and cerebrovascular disease. Conferring with a trained professional, whether it be a sleep medicine provider, sleep therapist, or mental health professional, would be preferable.”

Lifestyle factors like diet, stress management, and physical activity may have more of an impact on your sleep quality than using methods of the sleepmaxxing trend. Eating foods that trigger acid reflux, especially near bedtime, could inhibit your ability to sleep. Regarding stress management, Dr. Gordon recommends addressing it head-on with a therapist or medical professional. “Regular physical activity,” said Dr. Gordon, “has been shown to have the potential to improve sleep quality, though it does not appear to frequently improve sleep latency (time it takes to fall asleep).”

While there is no simple answer for every person to improve their sleep quality, there are proven methods that can help:

• Optimize your sleep hygiene. Cognitive behavioral therapy (changing sleep-related behaviors and thinking patterns) can help you establish healthy habits and find the best practices suited to your sleep needs.
• Don’t focus on getting eight hours of sleep. Recent data suggests sleep timing (when you go to bed and wake up) may be even more important than quantity.
• Stick to a nightly routine that facilitates winding down and a regular sleep-wake schedule. This is often the best first step to tackle a sleep problem.

Most importantly, talk with your doctor about your sleep troubles. To make an appointment with one of our Sleep Medicine providers at EVMS Medical Group at Old Dominion University, call 757-446-5955.