Sleep Soundly — soundcore and NEOM's Scent x Sound World Sleep Day Evening in London
To celebrate World Sleep Day, soundcore by Anker and NEOM Wellbeing brought together a room full of expert media and online personalities in London to do something fairly straightforward: talk honestly about sleep.
Hosted at The Sir Devonshire Square Hotel, the theme of the evening was Scent x Sound: Inhale Deeply. Listen Closely. Sleep Soundly.
What we Did
Hosted by Priyankaa Joshi, Sleep & Wellness Editor at Hearst UK, the night unfolded in three parts:
- Panel Discussion: Priyankaa led a conversation with three guests: Vicki Beevers (Founder & CEO, The Sleep Charity), Louise Moore (Product Director, NEOM Wellbeing), and Sarah Mansell (UK Marketing Director, soundcore by Anker). Topics ranged from what's actually disrupting our sleep, to fragrance science, to the worst advice currently circulating on social media.
- Yin Yoga & Meditation Session: Guests relaxed with a calming yin yoga and meditation session, accompanied with the soundcore A30. moving to yoga mats for a wind-down session: a fittingly calmquiet, sensory end to the conversation.
What came up
On noise — and what to do about it
Noise is one of the most common sleep disruptors, and one of the least addressed. A snoring partner, street traffic, a noisy neighbour — these can fragment sleep cycles without you ever fully waking up. You lose deep and REM sleep without knowing it.
Sarah Mansell spoke to this directly. soundcore's Sleep A30 earbuds were designed with these issues in mind - blocking— including the newly launched Sleep A30 — were built for exactly this gap: blocking out environmental noise with sound masking and calming soundscapes. Their, while their comfortable design allows you to sleep through the night, barely even knowing they're in your ears. you can sleep on your side being comfortable staying flat enough to actually wear through the night on your side.
"There's something about the right sound that just quiets the mental chatter," she said. She also flagged something worth knowing: "You can think you're sleeping fine and still be getting terrible quality sleep. People are genuinely shocked when they first see how fragmented their nights really are." The A30's sleep tracking, she noted, tends to be where that realisation lands.
On scent — and why it's not just a nice touch
Louise Moore reframed what fragrance actually does in a sleep context. NEOM's sleep products — built around 100% natural fragrances including lavender, chamomile and patchouli — work on an associative principle: repeat the same sensory cue at bedtime, and the brain starts to recognise it as a signal that the day is ending.
Their Perfect Night's Sleep fragrance has been the subject of clinical research showing measurable calming effects when inhaled. "It's not about a nice smell," Louise said. "The ritual becomes the cue. The brain responds to repetition."
On the bigger picture
Vicki Beevers, whose Sleep Charity has been working on this issue since 2012, set the context plainly: more than half of UK adults report ongoing sleep difficulties. Women are particularly affected — hormonal fluctuations, a disproportionate share of caring responsibilities, and the compounding impact of perimenopause and menopause all play a role.
Her advice, distilled:
- Keep a consistent sleep and wake time — yes, at the weekend too
- Build a 30-60 minute wind-down before bed rather than going straight from screen to pillow
- Keep the bedroom cool, dark, and genuinely quiet
- If sleep isn't coming, get up briefly rather than lying there worrying about it — the anxiety of trying to force sleep tends to make it worse
How the night ended
With guests on yoga mats. The room quieter. The lighting low.
Scent, sound, stillness — the exact things the panel had spent the past hour discussing, now simply present in the room.
It was, in its way, the whole point.
Explore soundcore's sleep earbuds range, including the new Sleep A30, at soundcore UK.
Discover NEOM Wellbeing's sleep collection at NEOM official website.
