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Earbuds for better sleep and health

A good night’s sleep is essential for a healthy life, but for many people, issues like teeth grinding and jaw clenching can disrupt rest and well-being. Partners Selina and Gabriel chose the Netherlands to build SOVN to address these sleep issues. Their health-tech startup solves this problem with innovative earbuds designed to reduce clenching and grinding during sleep. “We are now preparing for product testing and a market launch.”

Portrait picture of Selina Tirtajana and Gabriel Sáenz
Selina Tirtajana and Gabriel Sáenz

Wellness products

With nearly a decade of experience in medical devices, Selina was focused on strategy and product development: “I love solving complex problems in uncertain environments. The startup mindset has always been a part of me. During the COVID-19 pandemic, Gabriel and I began exploring ideas for wellness products. We spoke to over 200 people globally and noticed a recurring issue: teeth grinding and jaw clenching during sleep. Existing solutions only addressed symptoms, not the root cause. We designed innovative earbuds to address the sleep instability that’s causing excessive clenching and grinding.”

 

Thinking bigger

Incubators like Techleap and Utrecht Inc. challenged them to expand their vision. “We realized we’re not just solving one issue, we’re tapping into something bigger: the fundamental importance of sleep for health. While we view SOVN as our flagship product, the technology platform is designed to tackle other sleep issues, positioning us as the next evolution in sleep wearables. Our goal is not just to monitor but to improve sleep, giving customers the restorative sleep they deserve.

Utrecht Inc.’s nine-month validation program was instrumental, offering mentorship, strategic guidance, and access to an entrepreneurial network. After early prototypes, we are now testing the product and preparing for launch. Additionally, we were recognized as one of the top 100 EU startups at SLUSH, won the CES Innovation Award, secured three patent families, and grew a waitlist of over 3,000 customers.” “The Dutch work-life balance aligns with our mission: improving sleep and rest for better health.”

 

Cultural lessons

“The Dutch work-life balance became a key element for our culture at SOVN. We emphasize clear boundaries: no emails on weekends or vacations. Rest is just as important as work. And yes, there are hurdles, like navigating the BSN and banking system, but the Netherlands offers a welcoming and innovative ecosystem. With the right mindset and support, success is within reach. For example, in our first marketing meeting, we realized within five minutes it wasn’t a fit. Instead of wasting an hour, we ended the call respectfully. That efficiency was refreshing.”