Key Takeaways
- VIO2, co-founded by Lindsey and Vincent Ip, offers a patented mouth tape designed to encourage nasal breathing during sleep.
- The brand expects to reach $3 million in sales this year, targeting $5 million to $10 million in the next year.
- Despite the growing popularity of mouth taping, scientific evidence supporting its benefits is limited, and critics caution against potential risks.
Innovative Solution for Sleep Disorders
Lindsey and Vincent Ip, experienced professionals in dental health, originally identified sleep difficulties, including apnea and snoring, in their 13-year-old son. In search of remedies, they encountered the concept of mouth taping. Following extensive research and product development amid the COVID-19 pandemic, they launched VIO2, a non-full coverage mouth tape tailored for users aged 5 to 105, in November 2021 with a self-funded investment of $500,000.
Mouth taping, the practice of keeping the mouth closed while sleeping to promote nasal breathing, has gained significant traction and is now a nearly $3 billion industry. Influential figures like author James Nestor and beauty influencer Lauryn Bosstick have endorsed mouth taping, contributing to its rise in popularity, particularly on platforms like TikTok, where the #mouthtaping hashtag has over 200 million views.
As health consciousness increased during the pandemic, consumers became more inclined towards natural wellness solutions. This trend positively impacted VIO2, with a sales increase of over 100% this year. The brand is projected to generate approximately $3 million in sales for the current year and aims for $5 million to $10 million next year. VIO2 promotes itself as the top mouth tape recommended by healthcare professionals and highlights its unique I-shaped adhesive design that facilitates relaxed mouth and jaw positioning during sleep.
The product is priced competitively at $26.95 for a 48-pack of unscented tape and is now available in prominent retailers, including Nordstrom, Harrods, and Goop. VIO2’s product range also includes tongue scrapers, emphasizing a comprehensive approach to oral hygiene. While the initial target market included children, women now represent 70% of VIO2’s sales, reflecting the broader appeal of the product.
Despite its success, VIO2 has faced skepticism. The scientific validation of mouth taping’s claims is still evolving, with some experts warning it might intensify anxiety or sleep issues for certain individuals. Early in its journey, VIO2 relied on sampling, distributing products to friends and family to generate interest. A pivotal moment occurred when Bosstick promoted the product on TikTok, generating $50,000 in sales within a day, underscoring the potential impact of influencers in modern marketing.
In May 2023, the brand joined ShopMy as a partner, enhancing its visibility among content creators and leveraging influencer marketing for organic growth. This partnership has contributed significantly to their recent sales surge, with Ip noting the importance of firsthand product experience for consumer education.
Ultimately, VIO2 represents a blend of innovative health solutions and strategic marketing, aiming to influence consumer choices in wellness and sleep improvement, while continuing to expand its footprint in the retail market.
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