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Well-being is a new form of luxury….and sleep is an inherent aspect of well-being and health, a message reinforced during a press conference hosted by the National Sleep Foundation at CES 2026.

Sleep has been an ongoing theme at CES for many years: here’s a post I wrote on sleep at CES 2025 a year ago for some historical context.

In today’s growing home-as-our-health-hub ethos, sleep-tech takes on a variety of forms, from new-fangled beds and sensors, smart rings, other wearable tech (like earbuds), and circadian rhythm lighting innovations.

In yesterday’s Health Populi, I focused on the bathroom as a space for personal health data and support. This post focuses us on the bedroom as the home’s locus for sleep. I’ll provide some context and market background first, and follow with one intriguing collaboration between Earable Neuroscience and Tonini Lamborghini — yes, that Lamborghini family.

First, let’s define and size the sleep situation. Trouble with sleeping crosses every demographic – age groups, ethnicities, urbanity vs. rural living, and levels of income and education.

In the mainstream world, digital distractions are compromising peoples’ sleep, as the infographic details. The American Academy of Sleep Medicine (AASM) conducted a consumer survey which found that one in two people in the U.S. watch TV and use their mobile phones late at night.

Four in five people keep their phones in the bedroom which inspires late-night scrolling that can disrupt sleep — with those phones too frequently just an arm’s length of us tucked into our beds. 

In addition to digital distractions, AASM’s consumer research revealed that mental health as a factor contributing to sleep challenges. Nearly three-fourths of Americans (74%) reported experiencing disrupted sleep due to stress, and over two-thirds of Americans (68%) said they lost sleep due to anxiety.

Depression, too, can cause consumers to toss and turn at night. AASM found that at least one-in-two Americans (55%) reported sleep loss due to depression.

And this can then kick off a reinforcing cycle of mental health compromising sleep, and at the same time, the lack of sleep exacerbating mental health issues.

Sleep is a high priority across generations, McKinsey found in its consumer survey on wellness published last May, as the chart illustrates. A key theme of this survey was consumers’ seeing wellness as a resilient spending category compared with other household spending “buckets” such as clothing, home decor, and even groceries. Items like vitamins and supplements and health tracking devices were valued in terms of out-of-pocket spend by consumers during the COVID-19 pandemic, and the McKinsey data indicates greater inelastic demand for wellness categories,

Suffice it to say, there is a need and a demand (the latter based on peoples’ willingness-to-pay out of pocket) for consumer-driven solutions that help people hack their sleep. At CES 2026, there is a vast portfolio of products addressing the marketspace. I’ll focus on one that is a collaboration between the CES Innovation Award winner FRENZ Brainband from Earable Neuroscience, and Tonino Lamborghini — the iconic name which encompasses luxury brands of beautiful design. FYI, Tonino is the son of Ferruccio Lamborghini, the Italian automobile designer.

The FRENZ Brainband launched at CES 2024, and has been sold direct-to-consumer. The technology tracks EEG brain signals, eye movements, heart rate and other metrics (7 in all). Once the consumer goes to sleep wearing the band, it tracks the metrics while deploying relaxing sounds (for relaxation/cognitive behavioral therapy and breathing coaching) based on the data. The device has an accompanying app available for both iOS and Android.

You can read up on the research in the peer-reviewed journal Nature, which published the clinical trials proving out the technology. Check out this video which will give you more details on how the tech works.

Now to the company’ collaboration with Tonino Lamborghini. The companies announced the Tonino Lamborghini SuperBrain Edition, where the FRENZ sleep technology mashes up with the luxury healthy lifestyle brand and design. This is the Italian company’s launch of their Healthy Lifestyle group and it first wearable technology product.  

The collab’s announcement speaks to a program,

“Where science and style merge.
Where performance meets identity.
Where wellness becomes aspirational.”

And, my introductory sentence above quotes from the venture’s words: that “well-being is a new form of luxury.”

At the NSF meet-up, Ginevra Lamborghini, the third generation of this family, talked about the launch of this first product in the Healthy Lifestyle ecosystem. “Tonino Lamborghini has always celebrated creative energy, passion, and excellence,” she explained. “Since the foundation of our brand, we have explored luxury across different worlds and expressions, always in a timeless spirit – never about showing off, but about depth and meaning. SuperBrain embodies our belief that a sophisticated lifestyle must also care for the mind.”

If you want to check out a more comprehensive write-up of sleep tech from #CES2026, I highly recommend Eve Davies coverage in Tom’s Guide on The best sleep tech from CES 2026 so far.

The post Sleep as a Pillar of Health at CES 2026 — What Can Happen When A Lamborghini Legacy Mashes Up With Sleep Tech appeared first on HealthPopuli.com.