101 GUIDE TO DROWSY
Over the years the beauty space has shifted from spotlighting surface treatments to embracing holistic wellbeing too. With sleep being seen as a cornerstone of health and beauty, there’s no better time to start transforming our bedtime regime into a luxury self care session.
Enter: Drowsy…The sleepwear brand that thrives off serene experiences, encouraging us to unwind and take time for ourselves through a range of silk pillowcases, eye masks and so much more.
Paying homage to the brand’s recent launch at Cult Beauty, we caught up with co-founder Thom Hemelryk , to get up close and personal with Drowsy and to discover everything we need to ensure the sweetest of dreams!
DREAMING UP DROWSY
Drowsy was born from a personal struggle with insomnia. After years running a high-pressure hospitality business, brothers and founders Thom and Rich Hemelryk, experienced extreme burnout and sleepless nights. “This was affecting everything in our lives, from skin to gut health, energy levels and mood. On our journey to reclaim rest, we couldn’t find anything that aligned with our needs for both luxury and functionality. So, they created Drowsy — a brand where beauty and sleep meet, designed to offer the ultimate rest experience that transforms how you look and feel” says Thom
WHAT IS THE MEANING BEHIND THE NAME ‘DROWSY’
While the term drowsy has many definitions, from causing sleepiness to a tranquil and quite place, "Drowsy for the brand perfectly encapsulates that peaceful, dreamy feeling just before you drift off to sleep. It's not just a state of being — it’s the promise of serenity, comfort, and indulgence that our products bring into your nightly routine.”
WHAT IS DROWSY'S MAIN PHILOSOPHY
Following its mantra that “beauty begins with sleep”, the brand understands “that true beauty and wellness stems from the power of deep, uninterrupted rest. By turning sleep into a luxurious, intentional ritual, Drowsy empowers people to look and feel their best, every single day.”
DROWSY'S TIPS ON A GOOD NIGHT’S SLEEP
Through the brother's research, the brand quickly uncovered that quality sleep starts with intentionality – AKA transforming sleep into a nighttime ritual. With that in mind, Dorwsy’s top tip to ensure you get a restful slumber is to ensure your sleep is not just a necessity, but a luxury experience, that boosts overall wellness, beauty, and mood.
“By elevating sleep from an afterthought to a moment of luxury, it becomes an enjoyable and transformative moment of self care – unlocking a myriad of health and wellness benefits, from better skin to more energy. Not to mention the difference that sleeping in total darkness makes to regulate your natural sleep cycles. Using materials like silk can help unlock the same benefits as expensive skin care.”
SO, HOW DOES DROWSY TURN YOUR SLEEP INTO A LUXURY
Renowned for its use of 22-momme silk, Drowsy’s success lies in meticulous craftsmanship and attention to detail. From blackout silk masks designed to improve skin hydration and reduce dark circles, to luxurious pillowcases, the brand’s products are designed to fully immerse you in relaxation. What’s more, “the 22-momme silk is sourced from the world’s finest mulberry silk producers, ensuring the highest quality. This specific silk not only feels incredible against the skin but also offers natural benefits—it's hypoallergenic, breathable, and gentle, making it perfect for reducing sleep creases and improving skin health. The quality of the silk ensures durability and luxury, transforming each product into a long-lasting beauty essential.”
BEST DROWSY PRODUCTS
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77.97€
Unwind with Drowsy's Sleep Mask, designed to enhance your nightly ritual. Crafted from the brand’s ultra-soft, breathable silk, it gently blocks out light, creating a peaceful environment as you drift off. Featuring an adjustable strap and infused with lavender essential oil, it not only ensures comfort throughout the night, but soothes your senses to promote relaxation too. Our advice? Keep this bedtime buddy close whether you’re home or when travelling away…
45.20€
Designed to keep your strands secure while you sleep, Drowsy's Pillow Scrunchie marries style with functionality. Reducing tangles and breakages, while keeping your lengths at bay, it minimises friction – which is especially beneficial for those with delicate or textured hair. The best bit? This accessory is available in a plethora of colours, so you can co-ordinate and complement your pillow, pyjamas and bedding too.
1
89.27€
Nourish and protect your lashes while you sleep with Drowsy's Eyelash Protecting Sleep Mask. The innovative design features a soft, plush interior that gently hugs your eyelids, preventing friction and breakage during the night. Enriched with nourishing ingredients (we’re talking castor oil and vitamin E), it promotes healthier, fuller lashes while providing some much-needed comfort to tired peepers.
100.57€
Calling on the brand’s signature composition (yes, we’re talking about 22-momme silk, of course) Drowsy's Pillowcase not only has skin and hair care benefits but is temperature regulating too. Naturally adapting to your body’s temperature – keeping you cool in the summer and warm in the winter – it makes for a more comfortable sleep environment all year-round. Elevating your PM routine, this luxury will have you waking up feeling refreshed, revived and ready to shine, come sunrise.
WHAT’S NEXT FOR DROWSY
“We’re excited to push the boundaries of beauty sleep even further. Next on the horizon is a range of innovative sleep essentials, including the world’s first silk-covered weighted blanket. We’re also launching several exciting new editions of our sleep mask, including an exclusive Swarovski crystal-embellished sleep mask for the ultimate in luxury. Other things to stay tuned for include a luxurious body care duo that promises to transform your evening routine and a ground-breaking supplement line designed to enhance both sleep and skin.”
Watch this space!
Cult Beauty’s Senior SEO Copywriter, Trifonia started out in the industry when bold brows were just becoming a ‘thing’, and shares a passion for all things fashion and beauty. Currently embracing her curly girl journey (after endless years of straightening her strands), she is finally reverting to her natural ways! When Triffy isn’t busy testing out the latest curl-saving solutions, you’ll find her binging the latest reality TV show or on a long walk listening to her ever-evolving country music playlist.
