Bedding maker Purecare is doubling down on its healthy sleep offerings with a new partnership with celebrity integrative medicine doctor, Dr. Andrew Weil. This will be the first top-of-bed collection for Weil, who has other licensed lines such as skin care products for Origins.
The Dr. Andrew Weil by Purecare bedding collection includes sheets, pillows, quilts, duvets, coverlets and protectors in warm, earth-inspired colors and patterns influenced by Weil’s travels to Portugal, Asia and the Southwest United States. The line is made with natural dyes and plant-based fabrics, boasting several certifications, including Fair Trade, Better Cotton, Responsible Down Standard and Oeko-Tex.
Pillows include all-seasons wool, perfect kapok and chambered down (RDS certified) options made with sustainable materials that are also naturally hypoallergenic and thermoregulating. Sheet sets and pillowcases are offered in 100 percent hemp, blended linen, and garment-washed percale, which includes natural dyes sourced from almond shells, beets and bitter oranges.
“For retailers, this is a thoughtfully curated collection that has the power to create door pulls and generate significant sales in a category that is often overlooked,” said Sarah Bergman, chief marketing officer and senior vice president of product development. “The Dr. Weil collection offers a compelling story that resonates with consumers today—one of high-quality products using natural, sustainable materials responsibly sourced and produced.”
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Weil gained prominence in 1994 when he established the first program in integrative medicine at the University of Arizona. Since then, he has become a regular on television talk shows such as “Oprah” and “The Ellen DeGeneres Show”.
Health and wellness has become a major selling point for bedding companies, with both mattress and top-of-bed makers adding everything from CBD to copper, among other things in an effort to up the wellness impact of their collections.
Purecare will launch the line at the upcoming Las Vegas Market, slated for Jan. 29-Feb. 1.