Proper Raises $9.5M in Funding


Proper, a NYC-based new sleep wellness brand grounded in science and data, raised $9.5M in funding.

The round was led by Casa Verde Capital, with participation from Redesign Health.

Led by Nancy Ramamurthi, founder and CEO, Proper is a sleep wellness company combining evidence-backed, safe, and natural sleep formulations tailored to users’ needs with access to expert sleep coaching.

The sleep supplements, developed in partnership with nutritional biochemist Dr. Alice Hirschel, may be purchased a la carte or via subscription. All feature a “core” blend of clinically-studied ingredients at the right dosage levels to target multiple stages of the sleep cycle. The solution also includes supplements that address specific sleep and self-care needs, including helping to restore the natural sleep cycle, reducing stress, boosting immunity, and improving cognitive performance.

Consumers select and purchase one of five sleep formulations at They are either available a-la-carte for $39.99 per bottle, or by subscription with a 10% discount, free shipping, and, for a limited time, a complimentary 30-minute one-on-one consultation with a sleep coach. Subscribers are assessed, have an individual coaching session, and receive a personal sleep action plan. The introductory sleep coaching session gives consumers access to the sleep expertise they need for sustainable behavioral changes.

Proper’s five formulations include; Core Sleep, Sleep + Restore, Sleep + Calm, Sleep +, Clarity, Sleep + Immunity.

In addition to Dr. Hirschel, Proper’s scientific advisory board includes Dr. Adam Perlman, Director of Integrative Health and Wellbeing at the Mayo Clinic, and Dr. Allison Siebern, clinical psychologist and board-certified sleep medicine specialist at the VA Medical Center in North Carolina, and an Adjunct Clinical Assistant professor at the Stanford Sleep Medicine Center.



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