The rise of ‘sleep rituals’: When did sleeping become so high-maintenance?

If you have ever found yourself doom-scrolling at 11:47 pm and suddenly jolting upright because an Instagram reel reminded you that “your 12-step night routine is the secret to glowing skin and mental clarity,” welcome to the club. Last week, I watched a girl on Instagram cleanse, exfoliate, serum, moisturise, Gua Sha, hair-oil, journal, light three candles, make a magnesium mocktail, sip chamomile tea, and tuck herself into bed like a skincare-wrapped burrito—all before midnight. Meanwhile, I was still looking for my charger. Somewhere between childhood bedtimes and adult burnout, sleep has stopped being a basic human need and has turned into a full-blown lifestyle project.

There is a growing pressure to plan and optimise every moment of the day, and sleep has become the newest target. What used to be a simple switch-off moment now feels like a curated nighttime experience. Terms like “building a sleep sanctuary,” “optimising sleep hygiene,” or “wind-down protocol” are sweeping across social media, and we are all trying to follow along, even when the routines feel unrealistic. But beneath the noise of rituals and reels is a simple truth: we are all just trying to rest in a world that won’t stop buzzing.

Goodnight to my phone before goodnight to myself

Everyone is suddenly preaching digital sunsets and warm lighting. 'Blue light-free evenings' is the most trending phrase on the internet right now and it is all about cutting blue light, slowing the brain, and setting the vibe, and yet half of us still fall asleep mid-scroll. The pressure to “get it right” is real, but the intention is simple: we are trying to carve out quiet in a hyperactive world.

Wearable rings, watches, apps—we are analysing our own dreams like they are performance reports. It’s ironic because we are literally stressing about sleep here. And still, checking your sleep score in the morning has become a weird comfort ritual, like someone confirming, “Yes, you were tired for a reason.”

Sleep teas, supplements, and the melatonin industrial complex

Another booming part of the trend: teas and supplements marketed specifically for sleep. From lavender blends and chamomile sachets to melatonin gummies and magnesium powders, the market is overflowing with products promising “better rest.” It’s wellness-meets-consumerism at bedtime, but for many, these tiny rituals offer a sense of calm and control when nothing else does.

Spotify sleep playlists taking over the night shift

The new-age lullabies are soft piano, ocean waves, and “deep sleep frequencies.” These playlists are everywhere, and honestly, they work because they mimic the one thing we crave: gentle quiet. These playlists have become a digital hug before bed.

The multi-step night routine has become its own aesthetic. TikTok shows people layering serums like they are building armour for sleep. On Instagram, influencers are showing off their 12-step glass skin routine, and while you try to copy it, you easily end up losing 30 more minutes of your already minuscule sleep cycle. It sounds extra, but for many, this slow, repetitive ritual is the only part of the day that’s actually soothing.

“Sleep sanctuary” reels that make your room look like a spa

On social media, bedrooms have stopped being just rooms; they are now “sleep sanctuaries.” People are rearranging furniture, buying softer lamps and ceiling projectors, investing in calming diffusers and scented candles, and even changing bedding colours to look more restful. It’s aspirational, romanticised, and occasionally unachievable, but watching these videos gives people the illusion of peace, even if the real bedroom is a laundry pile zone.

In the end, sleep rituals aren’t about performing wellness; they are about wanting softness in a loud world. Maybe we don’t need every step, every playlist, every supplement. Maybe we just need one or two small rituals that make the night feel a little kinder, and those rituals don't even have to be social media-friendly. And honestly? That’s enough.

Lead image: Netflix

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