If you’ve ever lain awake at 3am wondering why your brain suddenly wants to replay your entire life… this episode was for you!
On the latest episode of PR LIKE A BOSS!, I sat down with Hayley Dawes, founder of Dreem Distillery, the award-winning luxury sleep brand redefining what it really means to rest well. What unfolded was a refreshingly honest conversation about insomnia, storytelling, founder-led brands and why shouting louder is never the PR answer
Hayley shared how her decade-long struggle with insomnia began at a time when sleep and mental health simply weren’t part of the wellness conversation. You didn’t talk about it, you cracked on, pretended you were fine and functioned on fumes.
When she discovered broad-spectrum CBD and plant actives that genuinely transformed her sleep, she realised this wasn’t just a personal breakthrough, it was a solution countless people were silently craving. Dreem Distillery was born from that realisation, rooted in science, nervous system regulation and emotional storytelling people could actually relate to.
While many brands focus solely on bedtime, Hayley explained that Dreem treats sleep as a day-long nervous system story. How you move, pause, breathe and regulate stress long before your head hits the pillow. That depth, paired with founder-led storytelling and high-performance formulations, is what truly sets the brand apart
And yes, luxury matters. Not just how products smell or look, but how they work and how people feel when they use them.
One of the biggest takeaways? Hayley’s most powerful media moment wasn’t planned, paid or pitched.
It was Trinny Woodall, casually unpacking her suitcase on Instagram and YouTube, waving Dreem’s Night Drops and Bed Balm and telling her audience how much she relied on them for sleep and muscle tension. One authentic moment. One trusted voice. Huge impact!
Proof, credibility and genuine love for a product will always outperform forced influencer noise.
Founder-led brands win (even when it feels uncomfortable)
Hayley admitted showing up as the face of the brand doesn’t always come naturally, but the data doesn’t lie. Founder-led content consistently outperforms polished brand posts because people connect to people, not packaging
Her advice? Tell the truth, tell it emotionally and never underestimate the power of resonance over reach.
In true PR LIKE A BOSS! style, we wrapped with Sleep Confessions: Founder Edition, from her mild rage at people who fall asleep in 90 seconds, to “evening admin” on her phone under the duvet and a beautifully uncluttered bedside table.
Real life. No founder polish. Exactly how we like it.
PR isn’t about shouting louder, it’s about telling the truth in a way that makes people feel something. Integrity, proof, emotional storytelling and founder visibility? That’s what cuts through.
Brands & Experts Mentioned:
Trinny London | Rob Rea (breathwork expert) | Julia Bradbury (author of Hack Yourself Healthy)
Listen to the full episode now
Share it with someone who’s tired of being tired
Patz x
!!!!GIVEAWAY ALERT!!! My friends at Dreem Distillery are providing the chance for ONE of my UK based listeners to win a full set of Dreem Distillery products and a Dreem Distillery Wellness Tote&n
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