# Canadian Mouth Tape Companies Sleep or Die is a New Mouth Tape Brand Tackling Sleep Problems By Kanesa D | Published 2025-10-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sleep-or-die References: [theglobeandmail](https://www.theglobeandmail.com/business/article-this-sleep-tape-startup-works-to-perfect-the-product-launch-playbook/) & [sleep-or-die](https://sleep-or-die.com/?srsltid=AfmBOoqUuL7n33qCL0hDPXq0Vqg_aMlb-pnHhKQ6T17WL1YRDcla8WXI)  Sleep or Die, a new Canadian sleep tape brand, is making waves with its focus on helping people get better rest. Unlike traditional sleep brands that rely on calming tones and pastel aesthetics, [Sleep or Die™](https://www.trendhunter.com/trends/marks-spencer-and-sleep) positions sleep deprivation as a public health emergency. Their flagship product, Sleep Tape, encourages [nose breathing overnight](https://www.trendhunter.com/trends/nasal-breathing) by gently sealing the lips, improving oxygen flow, reducing snoring, and activating the parasympathetic nervous system for deeper sleep. “I want to change people’s minds about sleep, but I want to do it in a way that’s fun,” founder Lauren Sudeyko says about Sleep or Die’s branding. “Why can’t sleep be sexy? Why can’t it be exciting? Just because someone in the ‘50s decided that it was lavender and light blue and whispery doesn’t mean I can’t change people’s perspective.” Image Credit: Sleep or Die ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 83% | Activity: 79% | Freshness: 52% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### Key Themes Behind This Trend - **Transformative Sleep Products:** Innovative sleep aids are shifting consumer focus from aesthetics to function, promoting products that directly confront sleep issues via unique solutions. - **Nasal Breathing Health Focus:** Growing awareness towards nasal breathing as a critical factor in overall health presents new avenues for corrective and supportive health products. - **Sleep as A Health Emergency:** Repositioning sleep problems as urgent health issues is driving a new wave of disruptive health and wellness branding. ### Where This Applies - **Sleep Health Industry:** A burgeoning focus on sleep quality is reshaping the industry, as demand for products that offer tangible sleep improvements rises. - **Health and Wellness Branding:** An emerging trend of bold, provocative branding strategies offers fresh opportunities within the traditionally calm and subdued wellness space. - **Breathing Health Technologies:** As sleep aids become more specialized, there's potential for innovation at the intersection of respiratory science and consumer products. ## Related on Trend Hunter - [Sleep Support Mouth Tapes](https://www.trendhunter.com/trends/mouth-taping.md) - [Hypoallergenic Mouth Tapes](https://www.trendhunter.com/trends/mintier-mouth-tape.md) - [Vitamin-Infused Mouth Tapes](https://www.trendhunter.com/trends/mouth-tape.md) - [Dissolving Sleep Strips](https://www.trendhunter.com/trends/sleep-or-die-sleep-strips.md) - [Hydrogel Mouth Tape Masks](https://www.trendhunter.com/trends/loops-mouth-tape.md) - [Sleep Support Mineral Water](https://www.trendhunter.com/trends/sleep-like-the-dead.md) - [Sleep Support Nose Strips](https://www.trendhunter.com/trends/knocked-nose-strips.md) - [Sleep-Supporting Rapidly Dissolving Strips](https://www.trendhunter.com/trends/oral-sleep-strips.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md)