What is sleepmaxxing, and why influencers are doing it for perfect sleep

In today’s fast-paced world, getting a good night’s sleep has become increasingly challenging. Whether it’s due to constant doomscrolling, work-related stress, exams, or other factors, many people are struggling not only to fall asleep but also to achieve deep sleep.
Recent data reveals that around 61 per cent of people in India have been getting less than six hours of uninterrupted sleep each night over the past 12 months, up from 50 per cent in 2022.

Data shows 61% of Indians get less than 6 hours of sleep. Photo: Unsplash

These numbers are undoubtedly concerning. However, the widespread struggle for a proper night’s sleep is well known. In fact, for some, it’s a daily struggle. Many of us make promises to fix our sleep cycles, but they often go unfulfilled.
This constant struggle to sleep has given rise to a strange niche of content on social media, where experts and influencers not only suggest but also demonstrate various (over-the-top) techniques to help people fall asleep faster and improve the quality of their sleep. These people are called sleepmaxxers, and their content, sleepmaxxing.
In simple terms, sleepmaxxing is a trend where people strive to ‘perfect their sleep’ by eliminating potential disturbances and using various sleep-enhancing tools and supplements such as:
And much more
The term also has a more casual meaning, referring to getting maximum sleep -sleepmaxxing- as possible, sometimes at the cost of daily responsibilities.
Online sleepmaxxers not only use these devices (that are mentioned above) but also apply various techniques like journaling and stretching to improve sleep, but they also promote these methods, encouraging others to try them—often with the goal of driving sales of these products.
In 2024, the sleep aid market in India is expected to generate around USD 28 million in revenue, with an anticipated growth rate of 9.55% over the next four years.
This figure is significantly higher (around USD 32,024 million) in the US, where the sleepmaxxing trend originated.
Experts suggest that the growing obsession with sleep, amplified by social media trends like this, fuels the market’s rapid expansion.
What can not sleeping properly do to your body?
Studies suggest that lack ot sleep is linked to many chronic health problems, including heart disease, kidney disease, high blood pressure, diabetes, stroke, obesity, and depression.
However, ironically, this sudden rise in the obsession with sleep is also linked to people’s inability to fall asleep.
Dr Sneha Sharma, a psychiatrist and co-founder of Anvaya Healthcare, who treats patients dealing with insomnia says, “It has become increasingly difficult for people to fall asleep or get a good night’s rest, particularly given today’s lifestyle. Factors such as limited physical activity and excessive screen time are contributing to greater difficulties in both falling and staying asleep, which, in turn, affect the quality of rest individuals are getting. As more people become aware of how essential sleep is to their health, they are becoming increasingly focused on ensuring they get high-quality sleep.”
Dr Shankar S Biradar, the medical director of Magniflex India (a mattress brand) agrees. He says, “a good night’s sleep has become a coveted treasure, with many striving to optimise their rest to enhance performance, health, and well-being.”
We know that while sleepmaxxing and sleepmaxxers aim to improve sleep, an excessive focus on achieving perfection can sometimes lead to a condition known as “orthosomnia”, where the obsession with perfect sleep ends up causing stress and worsening sleep quality.
Dr Biradar, for instance, explains that some individuals are taking their quest for the perfect night’s sleep to extreme levels, which can inadvertently impact their sleep quality and overall health.
“The pressure to achieve perfection can lead to counterproductive outcomes. When people become overly preoccupied with sleep, they may experience heightened anxiety and stress, known contributors to sleep disturbances,” he adds.
Out of all the generations, it seems like Gen Z is the one which is facing the maximum sleeping disturbances.
Here’s how
There’s a surge in the use of apps and wearable devices designed to track sleep patterns. While these tools can provide valuable insights (though not always accurate, especially about sleeping patterns), excessive reliance on them may foster anxiety about sleep performance rather than facilitating genuine rest. Often, discrepancies between perceived and actual sleep can lead individuals to unnecessary worry.
Dr Biradar says that sticking to a strict sleep schedule can be beneficial, but rigidity can be detrimental.
“Social events, travel, or even a stressful day can disrupt the sleep routine, and obsessive adherence could lead to guilt or stress about not complying, further impacting sleep quality,” he adds.
The fear of not sleeping “well enough” can paradoxically prevent relaxation and make falling asleep more difficult. Trends like sleepmaxxing also increase the pressure to sleep well, which can prevent you from falling asleep.
“It’s important to remember that occasional poor sleep is natural and does not negate overall good sleep health,” Dr Biradar says.

Sleep anxiety refers to feelings of stress, worry, or fear related to sleep. Photo: Unsplash

Moreover, not every hack that you see on Instagram or other social media apps will work for falling asleep.
For instance, Dr Ravi Shankerji, a sleep expert and the director of internal medicine at Apollo Spectra Hospital, Bengaluru, says even though sleeping supplements like magnesium claim to work, more research is still required to prove its efficacy.
“It is not necessary that it [magnesium] works in every case. Along with lifestyle changes, magnesium could be put into use and could give better results, than just relying on magnesium alone,” says Dr Sharma.
Similarly, mouth taping, which encourages nasal breathing, can offer several potential benefits for sleep. It can help reduce or eliminate snoring by addressing mouth breathing and airway obstruction.
For people with mild obstructive sleep apnoea, mouth taping might help keep the airway open, reducing sleep interruptions. Additionally, nasal breathing promoted by mouth taping can improve oxygenation, which is crucial for restful sleep.But despite its potential benefits, mouth taping is not suitable for everyone.
Experts suggest that people with nasal obstructions, severe sleep apnoea, or respiratory issues should consult with a healthcare professional before attempting this practice.
Remember, the more anxious you are about falling asleep, the harder it will be to actually fall asleep—it’s a never-ending cycle.
Try these tips that can help you fall asleep faster.