Sleep wellness startup Sleep or Die has secured $1 million in funding from True Beauty Ventures, marking an early milestone for founder Lauren Sudeyko and partner Olivia Gigone as the company continues to expand within the growing sleep and recovery market.

Founded in 2025 by Sudeyko, a former executive at Google and PepsiCo, Sleep or Die launched with a focus on sleep support products including mouth tape and nasal strips designed to improve overnight recovery and rest. The brand has quickly distinguished itself through a bold, culturally driven identity that positions sleep as both a wellness and lifestyle category.

The investment comes from True Beauty Ventures, a consumer focused venture capital firm known for backing emerging beauty and wellness brands. According to reports, the new capital will support Sleep or Die’s next phase of growth as the company works to expand its presence and product offerings.