Across the country, more fathers are paying closer attention to how well they sleep. Long workdays, parenting responsibilities, and late-night routines often leave little room for recovery. In response, many fathers are exploring practical, non-pharmaceutical ways to improve rest. One method gaining traction is mouth taping, a practice designed to promote nasal breathing during sleep.
Cheeky, a direct-to-consumer oral care company known for custom night guards and retainers, has recently expanded into this space. The company now offers a hypoallergenic mouth tape designed to support consistent nasal breathing. This addition reflects a broader strategy to position Cheeky as a comprehensive dental and sleep health brand rather than a single-product provider.
The company reports approximately $4.8 million in annual revenue, with $3.7 million to $3.8 million generated through its Shopify store. With an average order value of $110 and a conversion rate of 2.3-2.4 percent, Cheeky demonstrates steady engagement in the digital oral care market. Its move into sleep-related products signals a response to shifting consumer priorities around rest and recovery.
Promoting Nasal Breathing to Improve Sleep Quality
Cheeky’s mouth tape is designed to encourage nasal breathing by gently sealing the lips during sleep. According to the company, this approach helps reduce mouth breathing and snoring while supporting deeper, more stable rest.
Mouth breathing at night is often associated with dry mouth, disrupted sleep, and increased snoring. Nasal breathing, by contrast, supports effective oxygen exchange and diaphragmatic breathing. Cheeky states that its product helps users maintain nasal airflow throughout the night, leading to fewer awakenings and improved morning energy.
Each pack includes a 60-night supply and a travel case to support consistent nightly use. The tape is made from breathable material intended to stay in place without discomfort. By focusing on simplicity, the company positions mouth tape for sleep as an accessible tool within a broader sleep routine rather than a clinical intervention.
This product expansion aligns with Cheeky’s effort to establish a broader dental health authority. They reallocated resources in late 2024 to prioritize building visibility into sleep-related problems, including snoring and nasal breathing issues.
Designed for Sensitive Skin and Nightly Comfort
One of the key features of Cheeky’s mouth tape is its hypoallergenic adhesive. The company reports that the tape is latex-free and dermatologist-approved, making it suitable for various skin types. This design addresses a common concern among consumers who experience irritation from standard adhesives.
Cheeky states that the tape is engineered to remain secure overnight while peeling away cleanly in the morning without leaving residue. According to broader consumer feedback across the category, many generic alternatives can detach during sleep or leave sticky buildup. The brand’s focus on material quality and adhesive balance aims to reduce those issues.
The 60-night supply format also encourages routine adoption. Sleep specialists often note that behavioral changes require consistency. By providing a two-month supply in each pack, Cheeky supports sustained use without frequent repurchasing.
The company emphasizes that the tape is flexible and breathable. This design allows users to maintain comfort while keeping the mouth gently closed. For fathers balancing demanding schedules, comfort plays a central role in whether a new habit becomes sustainable.
Integrating Sleep Health Into a Broader Oral Care Strategy
Cheeky’s expansion into mouth taping reflects a shift from niche positioning toward a broader oral wellness platform. The brand originally built recognition around custom night guards and retainers designed to protect against bruxism and dental shifting.
Now, the company is integrating sleep health tools alongside those core offerings. In addition to mouth tape, Cheeky continues to provide night guards, sports guards, whitening kits, water flossers, and sonic toothbrushes. Its water flosser is currently sold in Walmart stores, extending its presence beyond online channels.
This broader strategy also includes digital visibility efforts. Cheeky reports a 75% increase in sales originating from ChatGPT over the past 30-day period. One audit recorded 12 orders directly attributed to AI sessions. In response, the company has invested in developing topical content to strengthen its authority in discussions on sleep and dental health.
Growth Indicators and Market Context
Cheeky’s reported $4.8 million in annual revenue places it among a growing segment of digitally native health brands scaling through direct engagement. The company spends approximately $50,000 per month on advertising across Google and Meta platforms, indicating sustained investment in customer acquisition.
Its consistent $110 average order value suggests cross-product purchasing behavior. Customers who initially seek night guards or retainers may later explore related sleep products, including mouth tape. This pattern reflects a broader trend in health commerce, where brands expand horizontally into adjacent wellness categories.
Retail presence through Walmart adds credibility and depth of distribution. While mouth tape remains primarily an online offering, the company’s physical retail footprint supports brand recognition across markets.
The decision to prioritize mouth tape in late 2024 indicates confidence in the sleep health category. As conversations around snoring, sleep apnea, and nasal breathing grow more common, non-invasive tools are receiving greater attention. Cheeky’s approach centers on simplicity and accessibility rather than medical complexity.
Final Thoughts: Mouth Tapes Are a Practical Tool Within Modern Fatherhood
Fathers seeking improved rest often look for manageable adjustments rather than major lifestyle overhauls. Mouth taping fits within that framework. It doesn’t require equipment, prescriptions, or complex routines. Instead, it introduces a small behavioral shift designed to support nasal breathing.
Cheeky presents its mouth tape as part of this practical toolkit. The hypoallergenic adhesive, 60-night supply, and travel case all point toward everyday usability. For fathers who travel for work or manage unpredictable schedules, portability and ease of use matter.
The company’s broader mission to expand beyond night guards into comprehensive oral and sleep health underscores its evolving identity. By connecting dental protection with breathing habits and recovery, Cheeky positions itself within a wider wellness conversation.
As sleep continues to be recognized as a pillar of physical and mental health, tools that encourage consistent breathing patterns may find an expanding audience. Cheeky’s mouth tape represents one such entry in a market increasingly shaped by fathers prioritizing sustainable rest and long-term well-being.
