Mellow Sleep, the top-selling sleep brand on TikTok, will reach 550 Target stores on October 18 and go nationwide by the end of the year. The startup reached $130 million in revenue in its first year and is on track to close its second year above $300 million in sales.

Target is using young, buzzy brands to revamp its homeware category this fall. The move forms part of the retailer's multi-year turnaround strategy, and Mellow Sleep marks the latest in a steady drumbeat of new home brands hitting Target shelves. For Mellow Sleep, the deal is a physical retail debut.

Why does Target want TikTok-native brands?

The mechanism is straightforward. Target needs freshness in a category that drives frequent store trips. Young brands built on social platforms arrive with audiences already attached. Mellow Sleep turned TikTok's sleep obsession into the number-one sleep brand on the platform, according to Yahoo Finance. Target converts that demand into shelf velocity. The brand gets scale and credibility that direct-to-consumer channels alone cannot deliver.

The rollout also fits the timing of Target's broader plan. The retailer has framed its homeware refresh as a pillar of a turnaround effort that spans multiple years, and this fall has brought a continuous stream of new home brands into the big-box chain.

What will shoppers actually see?

The launch covers a five-product collection with a wide price ladder:

• CloudAlign pillow — $39.99, the brand's best seller
• Marshmallow Comforter — $129.99, the collection's price ceiling
• Three additional products spanning the range between those points

The $39.99 entry price keeps the line accessible for Target's core shopper. The $129.99 top end gives the home category a premium anchor without breaking big-box price expectations.

What does the revenue trajectory signal?

Mellow Sleep's numbers show the speed at which social-first brands now scale. First-year revenue of $130 million is strong for a 2025 launch. A projected jump past $300 million in year two means the brand expects to more than double while entering physical retail for the first time.

That trajectory cuts both ways for Target. If TikTok demand converts at shelf, the retailer gains proof that its turnaround strategy can import social commerce momentum into stores. If it does not, Mellow Sleep still gains mass distribution while Target absorbs the category experiment's cost.

The nationwide expansion by year's end will give the first real read on whether TikTok-native sleep brands can hold their sales curves once they leave the feed and sit on a shelf.