It didn’t start with profit goals or growth hacks. It started with frustration, both with how most e-commerce brands operated and with a personal experience that made it all too real.When I tried to buy a high-quality sleep mask for my grandmother, who struggles with sleep, it took over three weeks to arrive. And when it finally did, it was poorly made and clearly mass-produced. That moment made something click. I realized how many brands out there put profit before people. Fast marketing, cheap products, and zero attention to detail.
Eline Grey was born from that frustration. A desire to build something honest. Something that values quality, care, and customer experience over quick wins. We started with one goal: to redefine the perfect sleep mask for deep rest, soft skin, and real comfort.
Since then, we’ve stayed committed to building a brand that’s personal, thoughtful, and actually makes a difference in people’s lives, starting with better sleep.
After testing dozens of prototypes and gathering real feedback from actual sleepers, we’ve crafted what we believe to be the ultimate sleep mask. It’s more than just soft. More than just elegant. It truly delivers results.
Even now, our attention remains on the small things. We continuously gather input from our customers on the product, the brand, and their entire experience with us through our feedback team. This helps us refine everything we do, from your sleep to our service. Right now, our priority is laying down a strong foundation for building the most thoughtful sleepwear brand out there. By actively listening, only releasing new products that truly benefit our customers, and fine-tuning our service and shipping processes, we believe we’ve created the most personal and efficient brand in the silk sleep space today.
We want to build something special in a world that moves fast nowadays: by primarily focussing on customer experience in everything we do. We would love to see you join our mission.
Our goal isn’t to grow fast. It’s to grow right.
We’re building toward becoming the leading brand in the sleep space, but we’re taking our time. Because for us, innovation, customer experience, and operational excellence come first. Not profit.
As we expand our collection, we’re doing it carefully. Every new product must meet the same high standards as our sleep mask. It has to feel incredible, work beautifully, and genuinely improve your rest.
We’re not chasing trends or pumping out products. We’re here to build something lasting. Thoughtfully. Quietly. And always with your sleep, skin, and daily rituals at the center.
We’d love for you to be part of our journey and to hear your feedback, so we can keep growing and improving together.
See you soon!
"I recommend this sleep mask to all my clients who care about their skin. The pure silk fabric is incredibly gentle, especially for sensitive or acne-prone skin, and it won’t absorb your skincare like cotton does. It’s a simple addition to your routine that makes a real difference overnight. I even use it myself, both for the skin benefits and the deeper sleep."
Lieve Hunsche
Skin Specialist
“As a gynecologist working night shifts at UMC, quality rest isn’t always easy to come by. This sleep mask helps me disconnect, even in daylight or during short breaks. The silk feels gentle on my skin, and it’s the first mask I’ve worn that actually stays in place without bothering me. It’s become a small but essential part of how I recover between shifts.”
Caroline Bax
Amsterdam UMC
“I’ve tried a bunch of sleep masks over the years, but this one is on another level. The silk feels amazing and it blocks out all the light, which helps me get proper rest, especially when we’re traveling for away games. It’s super comfortable and doesn’t move around during the night. I take it with me everywhere now.”
Kilian Nikiema
Athlete
"As a business owner running a busy interior design agency, switching off at night can be tough. This silk sleep mask helps me disconnect fully, even when my mind’s still racing. The fabric feels incredibly soft, and it’s the only mask I’ve found that stays comfortable all night. It’s a small but vital part of how I recharge to lead my team at my best."
Patrice Walop
Business owner
