A controversial wellness trend called sleepmaxxing is rapidly gaining traction across platforms like TikTok and X, with influencers pushing various routines and products designed to “optimize” sleep quality. While the idea of improving sleep might sound appealing, experts are sounding the alarm about the potential dangers and misinformation associated with the movement.

The sleepmaxxing trend includes practices ranging from questionable to outright dangerous. One extreme example that went viral involved individuals hanging themselves by the neck using ropes or belts, claiming it helped them overcome insomnia. A video demonstrating this practice garnered over 11 million views on X. The technique has been widely condemned, especially after Chinese state media linked it to at least one death.

Timothy Caulfield, a misinformation researcher at the University of Alberta, called such methods “ridiculous, potentially harmful, and evidence-free,” warning that social media is normalizing dangerous and absurd health practices.

Another widespread sleepmaxxing habit is mouth taping, which supposedly encourages nasal breathing during sleep and is touted to reduce snoring, improve oral health, and enhance sleep quality. However, research from George Washington University shows that these claims lack scientific backing. In fact, experts caution that mouth taping can be hazardous, particularly for people with undiagnosed sleep apnea—a condition where breathing stops and starts during sleep.

Health professionals are also increasingly concerned about a psychological side effect of the trend: orthosomnia—an unhealthy obsession with achieving “perfect” sleep. Kathryn Pinkham, an insomnia specialist based in the UK, noted that well-meaning tips shared on social media may worsen anxiety for individuals with chronic sleep issues. “The pressure to get perfect sleep is embedded in the sleepmaxxing culture,” said Harvard Medical School’s Eric Zhou. “Even good sleepers vary from night to night. Perfection isn’t the goal.”

Many sleepmaxxing influencers, however, appear to be more focused on aesthetics than wellness. The overlap between sleepmaxxing and looksmaxxing—a trend aimed at boosting physical appeal through unverified techniques—is becoming increasingly clear. Viral routines like the “morning shed” emphasize appearance over actual health benefits.

Additionally, the commercial angle of the trend is growing. Influencers are promoting sleep-related products such as melatonin-laced gummies, sleep powders, and mouth tapes. In countries like the UK, where melatonin is a prescription-only drug, such promotions may be in violation of regulatory laws. Meanwhile, the American Academy of Sleep Medicine advises against melatonin use for treating adult insomnia due to inconsistent supporting evidence.

Experts caution that even if users report benefits from these trends, it could be due to the placebo effect—where perceived improvements result not from the treatment itself, but from the belief in its efficacy. As sleepmaxxing continues to grow in popularity, professionals urge caution and advocate for evidence-based approaches to sleep health.