Proper

Proper is a consumer health company dedicated to improving sleep wellness through a holistic approach that combines evidence-based natural supplements with personalized digital coaching. Founded in 2020 and headquartered in New York, the company offers a suite of clinical-grade formulations containing ingredients such as melatonin, valerian root, and GABA, designed to address specific sleep challenges like falling asleep, staying asleep, and morning grogginess. Beyond physical products, Proper provides a digital platform where users can access certified sleep coaches to develop sustainable sleep hygiene habits. The company's mission is to provide a long-term, non-habit-forming alternative to traditional pharmaceutical sleep aids by integrating behavioral science with nutritional support.