Higher Dose is a premium wellness brand specializing in infrared sauna blankets, PEMF mats, and red light tech for at-home recovery.
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See all ads on AdLibrary →HigherDOSE was founded in New York in 2016 by Katie Kaps and Lauren Berlingeri, initially as an infrared sauna spa. The brand expanded into DTC products in 2019 with the Infrared Sauna Blanket, which became a viral phenomenon during COVID lockdowns when consumers sought at-home recovery alternatives. The product line now includes PEMF mats, red light face masks, and detox drops — a full biohacking wellness ecosystem. Also searched as Higher.
HigherDOSE's advertising leans heavily on the aspirational biohacking lifestyle — celeb endorsements, founder credibility, and before/after wellness transformation content. Instagram and TikTok are primary channels where the sauna blanket's dramatic visual (person cocooned in a metallic blanket) stops the scroll. The $500 price point is justified through 'spa at home every day' cost-per-use math in conversion ads. See their ads at AdLibrary.
Instagram is HigherDOSE's primary paid platform — the aesthetic of wellness influencers in the sauna blanket is highly shareable and generates strong engagement rates that make paid amplification more efficient. Facebook targets 28-45 wellness, fitness, and recovery audiences with clinical benefit claims (detox, HRV optimization, muscle recovery). Celebrity and athlete testimonials appear in consideration-stage retargeting.
Copy pillars: biohacking accessibility ('your at-home recovery ritual'), celebrity credibility ('loved by [celebrity name]'), health benefits ('infrared, PEMF, red light — the science of feeling better'), and cost framing ('one blanket, unlimited sessions'). The 'dope yourself naturally' brand tagline runs through campaigns. PEMF and red light science content targets the higher-information biohacking buyer.
HigherDOSE demonstrates how a service business (infrared spa) can pivot to DTC product revenue with lower marginal costs and unlimited scale. Their COVID timing was fortunate but not accidental — they had the product ready because the spa foundation gave them deep product knowledge. For service businesses, the DTC product extension playbook is underused: what is your service delivering, and can you make a device that delivers it at home for less per session?
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