Things are heating up at Heat Healer.
The wellness brand, used by celebs like Kourtney Kardashian Barker, Travis Barker and Miranda Kerr, is expanding its heat tech offering with the Energy Sauna, $2,498. Prior to this launch, the brand gained traction for its portable Infrared Sauna Blanket, $598. Sauna blankets are buzzy on social media right now, with nearly 27 million views on the #SaunaBlanket hashtag on TikTok.
The Energy Sauna, which can be packed up in a case, combines three technologies: far infrared heat meant to detox the body, 36 red LED lights at 660 nanometers aimed to promote healthy skin, and PEMF (pulsed magnetic energy) designed to boost cell energy. For Heat Healer founder Lauren Dovey, combining these technologies makes the Energy Sauna more efficient for users to add to their routine. Plus, the machine allows users to opt to use some of the tech at a time or all three options at once.
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“Why don’t we add in those technologies that people are trained to use separately anyway, otherwise, your day is going to be filled up with, ‘I want to do my red light and I want to do my PEMF and my sauna’ so why not do it all at once,” Dovey said of the genesis for the product. “That is a massive benefit compared to the sauna blanket.”
While customers can use the Energy Sauna for 60 minutes daily, Dovey recommends at least three or four sessions weekly to see the most benefits.
The compact, stand-alone design was essential for Dovey, as her biggest qualm with sauna blankets was a lack of aesthetic appeal. While she is a fan of the Heat Healer Infrared Sauna Blanket, especially for those entering the category or looking to save on space, she said the Energy Sauna has a more elevated approach.
“I wanted some sort of wellness device that also featured as its own stand-alone, statement piece that when people come to your home, they can ask you about it and you can talk about how you’re enjoying wellness yourself,” she told WWD.
Biohacking technologies, like sauna blankets and red light therapies, are garnering interest from both consumers and retailers. Sephora recently added HigherDose, a wellness tech brand, to its online offerings. Furthermore, the #Biohacking hashtag on TikTok has more than 700 million views.
While the brand declined to share specific sales figures, it expects a 30 percent growth opportunity from the launch of the Energy Sauna. In terms of future launches, Heat Healer is entirely focused on the heat tech category.
“Our strategy is to be the leaders in heat,” Dovey said.