Sonnet
- Open roles
- 0
- Founded
- 2020
- Employees
- 1-10
- Offices
- 0
About Sonnet
Sonnet is a consumer sleep-wellness business combining dietary supplements with personalized behavioral sleep support. Originally launched as Proper in 2020, the company developed a direct-to-consumer model that brings together sleep formulations, remote coaching and digital guidance. Its work spans nutraceuticals, consumer e-commerce and digitally delivered wellness services.
Products and personalized support
The company's supplement range addresses different sleep-related needs through distinct formulations. Core Sleep is a melatonin-free product containing rafuma leaf extract, GABA, ashwagandha and valerian root. Sleep + Calm adds L-theanine and is positioned around bedtime stress and racing thoughts. Sleep + Restore combines the core formulation with dual-release melatonin and tart cherry extract, targeting disrupted sleep cycles and circadian alignment.
The range was developed as sugar-free capsules. Historical extensions included Sleep + Clarity and Sleep + Immunity, which broadened the product offering beyond its principal sleep formulations. The company's approach combines botanical ingredients and other supplement components with behavioral support, rather than presenting its products as a standalone answer to every sleep concern.
Alongside supplements, the business developed a one-to-one sleep-coaching platform with behavioral sleep specialists and integrative medicine advisors. Its reported services include remote expert consultations, personalized sleep-health questionnaires and digital action plans. Products are sold online through direct purchases and subscriptions with home delivery.
Business evolution
Following an acquisition and restructuring on April 24, 2024, the consumer business changed its name from Proper to Sonnet under Holistic Health Holdings LLC. The transition retained the principal product catalog and sleep-wellness focus while moving the website and social channels to the Sonnet brand.
Sonnet operates as a distributed digital business, with online fulfillment and customer care rather than public sleep clinics or retail storefronts.
More about Sonnet
Founders and early development
- The founding team comprised Nancy Ramamurthi, Kamiu Lee and David Berzin. Ramamurthi previously held marketing and operations roles at Walmart, ModCloth and eBay; the research does not establish her current executive role.
- The venture emerged from an incubation partnership with Redesign Health. The report distinguishes its 2020 business launch from earlier incubator roots tracked to 2018.
Financing milestones
- In July 2020, the company secured $9.5 million in seed financing from Casa Verde Capital and Redesign Health to commercialize its sleep offerings nationwide.
- The April 2024 acquisition and restructuring transaction was reported at $900,000.
Notable credits
6 creditsOffices
Current and former locations of Sonnet
- 27 West 24th Street, New York, NYNew York, United States
New York office
Former officeAbout this office
Historical founding and incubation location of Proper Labs, Inc. within Redesign Health. The company no longer maintains an active physical office in New York following its acquisition and transition.
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