Meditation practitioners use guided sessions, sleep stories, breathwork and tracking tools to manage stress and build healthier habits. They are mostly adults in their late twenties to fifties who rely on apps and wearables. This directory includes Calm, Headspace, Insight Timer, Muse, BetterMe and Zero Fasting. Their ads show how brands market calm without sounding preachy, from soothing app demos to neurofeedback headbands and quiz-led onboarding. Studying them helps you see how wellness subscriptions earn attention and trust in a crowded app market.
They want less anxiety, better sleep and clearer attention.
They use smartphone apps for mindfulness, fitness and healthy habits.
They respond to routines, streaks and reminders that make practice stick.
Many are new to meditation and need an easy, credible first step.
Fasting, fitness and diet tools often sit next to meditation in their routine.
BetterMe is a Kyiv-based health and fitness app platform offering personalized workout, diet, yoga, and mental wellness plans. Founded in 2016, it has grown to over 150 million downloads through relentless Meta quiz-funnel advertising that personalizes onboarding based on body type, goal, and lifestyle inputs.
Calm is a San Francisco-based meditation and sleep app founded in 2012 by Alex Tew and Michael Acton Smith. It became the first mental wellness unicorn, reaching a $2B valuation in 2020. The app offers guided meditation, Sleep Stories narrated by celebrities, breathing exercises, and music. It runs one of the most aggressive DTC paid media programs in the wellness app category.
Core is a technology brand in the wellness and meditation hardware space, selling a handheld device paired with an app to guide breathing and meditation sessions. The company sells direct-to-consumer online. It advertises across Meta placements to reach wellness technology shoppers.
Evie Ring is a San Francisco DTC brand making the first smart ring designed specifically for women, featuring an open-gap comfort design, menstrual cycle tracking, and hormone health insights. Launched around 2022–2023, it competes directly with Oura on category but wins on gender-specific positioning and no subscription cost. Also searched as Evie.
Headspace is the meditation and mindfulness app that helped legitimize the consumer mental wellness category. Co-founded by former Buddhist monk Andy Puddicombe in 2010, it uses distinctive illustrated characters and simple guided sessions to make meditation accessible. It merged with Ginger in 2021 to form Headspace Health.
Insight Timer is a meditation app offering a large library of free guided meditations, talks, and music alongside paid subscription content. The app is known for its large catalog contributed by many independent teachers, monetized through a freemium subscription model. It advertises across Meta placements to acquire new app users.
Komuso Design is a San Diego DTC brand founded by therapist couple Todd and Vanessa Steinberg, makers of The Shift — a monk-inspired pendant that slows the user's exhale to 8+ seconds to activate the vagus nerve. After a Shark Tank appearance, the brand scaled through Meta video ads and Amazon. Also searched as Komuso.
Muse (by InteraXon) is a Toronto-based company making an EEG meditation headband that translates brain activity into real-time audio feedback — calm mind produces peaceful sounds; a wandering mind triggers weather sounds to redirect attention. Founded in 2009, it is the leading consumer EEG meditation device globally.
Simpl (getsimpl.com) is a Berlin-based AI intermittent fasting tracker app offering personalized fasting schedules, meal guidance, and an AI coach. Founded around 2019, it competes in the crowded fasting app space using aggressive Meta quiz-funnel ads to drive DTC subscription conversions globally.
Ten Percent Happier is a meditation and mindfulness app that grew out of a book and podcast by journalist Dan Harris, offering guided courses aimed at meditation skeptics. The app uses a subscription model sold through app stores and its own site. It advertises across Meta placements to acquire subscribers.
Waking Up is a meditation and mindfulness app created by author and podcaster Sam Harris, offering guided meditation courses and philosophical content on consciousness. The app operates on a subscription model available through app stores and its website. It advertises across Meta placements to drive subscriptions.
Zero is a San Francisco intermittent fasting app co-founded by Digg founder Kevin Rose in 2016. It offers customizable fasting schedules, evidence-based fasting science content, and access to longevity coaches. Under CEO Mike Maser since 2018, it reached the top of the health and fitness app charts and has tracked over 35 million fasts. Also searched as Zero.
Meditation app ads sell a feeling, then show the product that delivers it. Calm and Headspace use soothing visuals, gentle voiceover and short demonstrations of guided sessions and sleep content. Insight Timer highlights the size of its library and the variety of teachers. Muse takes a more technical route, pitching real-time brain feedback through an EEG headband to help meditators improve their practice. BetterMe and Zero Fasting show the neighboring wellness space. BetterMe uses quiz-based onboarding to personalize workouts and diet plans, while Zero focuses on intermittent fasting for weight and longevity goals. These are useful for understanding how wellness apps move viewers from an ad into a funnel. Creative formats include app screen recordings, calm lifestyle scenes, creator testimonials and interactive quizzes. Calls to action often center on trying the app, with the subscription decision coming later. When you research, look at tone (gentle, scientific, motivational), the problem named (stress, sleep, focus, habit) and the first-step offer. Notice how brands avoid medical promises while still describing meaningful benefits, because claims in this space need care.
The decision starts with a felt problem: racing thoughts at night, constant stress, trouble focusing. Ads that name that problem in plain terms and show a small, achievable step resonate. Starting with a few minutes feels doable, which lowers the barrier. Show the experience. A short clip of a session, a sleep story or a simple interface helps viewers imagine relief. For tech-led products such as Muse, show how feedback works so the benefit feels tangible instead of abstract. Personalization is a strong lever. Quiz-based funnels, like BetterMe uses, make the user feel the plan is built for them. Habit support, such as reminders and progress tracking, speaks to the long-term goal. Mistakes to avoid: overblown health claims, mystical language that alienates skeptics, and ads that feel noisy when the product promises calm. Keep visuals clean, copy measured and the first action simple. Compare Calm, Headspace and Insight Timer to see three different ways to make a similar promise feel distinct.
Calm, Headspace, Insight Timer, Muse, BetterMe and Zero Fasting are in this group. They span meditation apps, an EEG meditation headband, personalized fitness plans and intermittent fasting. Each brand takes a different angle, so comparing their creative side by side shows which hooks, offers and formats fit each part of this audience.
They use soothing visuals, short session demos and benefits such as calm and better sleep. Calm and Headspace emphasize guided sessions, while Insight Timer highlights library variety. Compare several brands in AdLibrary to see which hooks, proof and offers repeat across their ads, then adapt the pattern to your own product and audience.
Muse pitches real-time brain feedback to improve meditation. Ads typically explain how the device works and show the feedback experience so the benefit feels concrete. Compare several brands in AdLibrary to see which hooks, proof and offers repeat across their ads, then adapt the pattern to your own product and audience.
Search these brands in AdLibrary to review their Facebook, Instagram and TikTok ads, then compare tone, formats and calls to action. Filter by platform and sort by how long an ad has been running, since long-running ads often point to hooks and offers a brand keeps funding. Save the best examples to a swipe file for reference.
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