Proper
2 known investors
Proper (marketed as Sonnet) sells clinically formulated sleep supplements delivered as sugar-free capsules, with formulas matched to a customer's specific sleep issues. The products are developed with a scientific and medical advisory council for consumers dealing with disrupted sleep cycles and sleep health.
Also known as Holistic Health Holdings LLC · Sonnet
Investors · 2
Company profile
researched Aug 2026Proper, which markets its products under the Sonnet brand, sells sleep supplements direct to consumers through an online subscription model. The line consists of three capsule formulas differentiated by the underlying sleep complaint: Core Sleep, a melatonin-free base formula containing Venetron (rafuma leaf extract, 50mg), GABA (100mg), valerian root (300mg) and Sensoril ashwagandha (125mg), positioned for difficulty falling asleep, light sleep and morning grogginess; Sleep + Calm, which adds L-theanine (200mg) and is also melatonin-free, aimed at stress-driven insomnia and racing thoughts; and Sleep + Restore, which adds dual-release melatonin (3mg) and tart cherry extract (100mg) for shift workers, jet lag, irregular schedules and night waking.
The site guides buyers through a symptom-based selector that matches a customer to a formula, and allows switching between formulas at no extra cost through a Skio-managed subscription dashboard. Products are presented as two small sugar-free capsules per dose, positioned against sleep gummies that contain added sugar, and are described as manufactured in the USA. Formulations are attributed to a Scientific & Medical Advisory Council and to PhDs and sleep experts, with the company emphasizing clinically studied compounds at disclosed dosages and no habit-forming ingredients or harsh sedatives. The website copyright is held by Holistic Health Holdings LLC.
Business model
Direct-to-consumer e-commerce with a recurring subscription as the primary purchase path: formulas are offered at $35.99 per 30 days for new subscribers versus $39.99 for one-time purchase, with free shipping, 30-day free returns and a satisfaction guarantee. Subscribers manage and switch formulas via a Skio subscription dashboard.
Recurring monthly subscription revenue from supplement shipments, plus one-time product sales.
Traction
The website reports more than 90,000 customers, a 4.8 average rating from verified customers, and 217, 258 and 243 reviews respectively for Core Sleep, Sleep + Calm and Sleep + Restore.
▸Full profile — market position, technology, go-to-market, geography
Market position
Positions itself against one-size-fits-all sleep supplements by matching customers to a specific formula based on their stated symptom, publishing per-ingredient dosages, offering melatonin-free options, and delivering the product as sugar-free capsules rather than gummies. Formulas are developed with a Scientific & Medical Advisory Council and the company publishes a research section.
Technology
Supplement formulation rather than proprietary technology: branded and standardized ingredients including Sensoril ashwagandha, Venetron rafuma leaf extract, GABA, valerian root, L-theanine, tart cherry extract and a dual-release melatonin, combined into three fixed-dose capsule blends. Subscription management runs on Skio.
Go-to-market
Online sales through its own website, with a symptom-based product finder, subscribe-and-save pricing, free shipping and a 30-day return policy; the site also cites press features and verified customer reviews as social proof.
Adult consumers with specific sleep complaints, including trouble falling or staying asleep, light sleep and morning grogginess, stress- and anxiety-driven insomnia, and disrupted circadian rhythms from shift work, jet lag or irregular schedules; also consumers seeking melatonin-free or sugar-free alternatives to sleep gummies.
Geography
Sells online with products stated to be manufactured in the USA.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
In the news
▸Research sources · 1
primary sources listed
- Propergetproper.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Proper do?
- Sonnet is a direct-to-consumer subscription brand selling clinically dosed, sugar-free sleep supplement capsules matched to sleep problems.
- Who are Proper's investors?
- Proper's investors include Casa Verde Capital, Redesign Health.