A new sleep wellness brand with a behavioral sleep medicine specialist on its board, Proper has launched a solution combining sleep coaching with over-the-counter (OTC) supplements.

“There is a growing understanding that sleep is the third pillar of health, as important as one’s diet and exercise,” says Nancy Ramamurthi, co-founder and CEO of Proper, in a release. “Proper aims to restore this necessary piece of personal wellbeing with a more holistic solution.”

Nutritional biochemist Alice Hirschel, PhD, is Proper’s head formulation scientist. Proper’s scientific advisory board includes Adam Perlman, MD, MPH, director of Integrative Health and Wellbeing at the Mayo Clinic, and Allison Siebern, PhD, CBSM, a clinical psychologist and board-certified behavioral sleep medicine specialist at the VA Medical Center in North Carolina, and an adjunct clinical assistant professor at the Stanford Sleep Medicine Center.

Perlman says in a release, “What makes Proper unique is that it delivers the most complete solution I’ve seen for combatting short and long-term sleeplessness. The pairing of science-based, quality natural products that address the biochemical components of disrupted sleep, with access to expert behavioral sleep coaching, can help people bring about more sustainable change.”

[RELATED: Integrative Medicine Approaches to Insomnia]

Consumers can select Proper sleep formulations a-la-carte or by subscription, and for a limited time, a complimentary 30-minute one-on-one consultation with one of Proper’s board-certified health and wellness coaches. After subscribers have their coaching session, they receive a personal sleep action plan.

Proper’s formulations include:

  • Core Sleep: A blend of GABA, Venetron rafuma leaf extract, valerian root extract, and Sensoril ashwagandha root & leaf extract.
  • Sleep + Restore: A blend of Core Sleep with tart cherry plus standard and sustained release melatonin.
  • Sleep + Calm: A blend of Core Sleep with L-theanine.
  • Sleep + Clarity: A blend of Core Sleep with Cognigrape.
  • Sleep + Immunity: A blend of Core Sleep with zinc, vitamins C, B6, and D and Wellmune.

While Proper designed both the formulations and coaching program to be effective individually, users may achieve their best night’s rest by using them in combination, according to the company.