NightWise, a wellness brand focused on science-driven innovation, has launched a new portfolio of functional sleep products designed to address root causes of poor sleep health. Using its proprietary Intelligent Release Technology, NightWise aims to reshape consumer expectations of sleep supplements by offering targeted, clean-label solutions that go beyond traditional melatonin-based products.
The brand’s initial lineup includes three SKUs: Sleep, Sleep + Menopause Relief, and Sleep + Prostate Support. Each product is formulated to support multiple phases of the sleep cycle—from onset to deep and REM sleep—through a timed-release mechanism that aligns with the body’s natural rhythms. NightWise emphasizes functional benefits that help users wake feeling restored, with added support tailored to specific life stages and health needs.
NightWise Founder and CEO Danny Rinaldi describes the brand as more than just a supplement—it’s a movement to reposition sleep as a modern health essential, on par with fitness and nutrition. By combining patented science, emotionally resonant branding, and influencer partnerships, NightWise is building toward category-defining growth in the $100 billion sleep economy.
With early traction in direct-to-consumer channels, the company is now expanding its retail presence through Vitacost, Kroger’s e-commerce wellness platform. Original formulas will continue to be sold online as the brand scales nationally.