Press Kit

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Circadian makes handmade natural pillows in a single New Jersey workshop. Six fills, every pillow adjustable through a side zipper, every fill traceable to its supply chain origin. This page is the canonical source for brand assets, factual claims, founder bio, and story angles. If you cover the sleep, bedding, wellness, or sustainability beat, everything you need to write about us is on this page.

For interview requests, custom asset needs, or product samples for review: jacob@circadianrest.com.

One-line description

Circadian is an American direct-to-consumer brand making handmade natural pillows in a single New Jersey workshop, with six fill types all adjustable through a side zipper and a 60-night sleep trial.

30-second description

Circadian makes natural pillows the way they should be made: real materials, no chemical shortcuts, adjustable because no two necks are the same. The brand offers six fills (organic cotton, wild-harvested kapok, organic wool, USA-grown buckwheat, tree-tapped slow-pour Dunlop latex, and a buckwool hybrid), each matched to a different reason someone reaches for a natural pillow. Every pillow is filled, weighed, and sewn by hand in New Jersey. The Organic Cotton and Organic Wool pillows carry Global Organic Textile Standard (GOTS) certification across the full supply chain, fill to cover, under Oregon Tilth license GOTS-10229. The Tree-Tapped Latex Pillow's finished latex is certified to OEKO-TEX Standard 100 at Class 1, the strictest tier in the program, and the upstream rubber-tree source is FSC certified. Every pillow ships free, comes with a 60-night sleep trial, and is adjustable to the customer's preferred firmness through a side zipper. Bestseller is the Organic Cotton Pillow.

Founder bio

Jacob Katz, founder

Jacob Katz founded Circadian after developing neck and back pain during his master's degree in Innovation and Entrepreneurship at Imperial College London. He spent months deconstructing and rebuilding pillow prototypes to solve the problems no brand was addressing at once: adjustability, natural materials, and proper cervical alignment. He has personally purchased and physically tested over 80 natural pillows across six fill categories during the development and ongoing competitive research for Circadian. He runs the business from Washington, D.C., with manufacturing operations in New Jersey.

For interviews, Jacob is available by email at jacob@circadianrest.com. Typical response time: under 24 hours, Monday through Friday.

Brand facts

  • Founded: 2025
  • Legal entity: Dough Labs LLC (DC), DBA Circadian
  • Trademark: USPTO serial 99034124 (CIRCADIAN word mark, Classes 020 and 024)
  • Manufacturing: Single workshop in New Jersey. All pillows handmade.
  • Product line: Six pillow fills, accessories include pillow protector, pillowcase, and fill refills
  • Certifications: Global Organic Textile Standard (GOTS) under Oregon Tilth license GOTS-10229 for Organic Cotton and Organic Wool pillows; OEKO-TEX Standard 100 at Class 1 (the strictest tier) on the Tree-Tapped Latex Pillow's finished latex, with FSC certified rubber-tree source on the upstream plantations
  • Sleep trial: 60 nights, free returns, full refund
  • Shipping: Free both ways within the United States
  • Distribution: Direct-to-consumer only via circadianrest.com

Why this brand exists

Three structural problems shape almost every pillow on the market today.

First, almost all pillows are sold at a fixed firmness chosen by the factory. The buyer guesses which firmness will work, sleeps on it for a few nights, and either lives with the wrong choice or returns the pillow. Circadian ships every pillow overstuffed by about 30 percent more fill than most people want, with a side zipper so the buyer removes fill until the loft feels right. Fill can be added back later if preferences shift.

Second, "natural" and "organic" claims on pillow labels often describe only the cover, not the fill inside. Of 25-plus pillows marketed as "organic cotton pillows" inspected during Circadian's 2026 comparison study, only 10 used cotton as the actual fill. The rest used kapok, latex, wool, down, or PLA wrapped in a cotton cover. Circadian's Organic Cotton Pillow uses cotton as the fill, with full GOTS certification on the fill, cover, thread, and dye process, not just the cover.

Third, most pillow shopping treats six different needs as one need. A pregnant hot sleeper needs different fill from a person with chronic neck pain. A chemically sensitive shopper needs different fill from someone transitioning away from memory foam. Circadian's six-fill lineup answers six different reasons buyers reach for a natural pillow.

Story angles

Editorial directions that fit the brand and have working evidence behind them:

The cotton substitution finding

Of 25-plus pillows marketed as "organic cotton" purchased and inspected by Circadian between November 2024 and May 2026, only 10 used cotton as the actual fill. The remaining 15 used kapok, latex, wool, down, or PLA wrapped in an organic cotton cover. The label "organic cotton pillow" in the natural-bedding category most often refers to the cover, not the fill. Working data set and methodology available on request.

The kapok pillow that's mostly latex

Avocado's kapok pillow is approximately 70 percent shredded latex by weight based on Circadian's physical inspection in early 2026. Buyers seeking pure kapok for chemical sensitivity reasons (multiple chemical sensitivities, MCS) should be aware of the latex content. Worth noting because Avocado carries a substantial certification stack, but certification depth doesn't address material substitution within the product itself.

Slow-pour Dunlop vs continuous-pour Dunlop: the comparison that matters in latex pillows

Most coverage in the natural-pillow category frames the latex story as "Talalay vs Dunlop," which misses the third option that quietly dominates the category. Slow-pour Dunlop, cured in small batches over a longer cycle than continuous-pour mass production, gives the same springy, open-cell feel buyers associate with Talalay while costing less and using no flash-freeze step. Circadian's Tree-Tapped Latex Pillow uses slow-pour Dunlop, OEKO-TEX Standard 100 Class 1 on the finished latex, FSC certified rubber-tree source, 100% Hevea sap with no synthetic blend. Full breakdown in the related blog article at Talalay vs Dunlop Latex Pillow: The Third Option Most Buyers Miss.

OEKO-TEX Standard 100 Class 1 in natural latex pillows is rare

Inside OEKO-TEX Standard 100 there are four tiers (Class 1 through Class 4). Class 1 is the strictest, tested to the safety threshold used for products designed for direct contact with infants and babies. Class 4 is the most permissive. Most natural latex pillows that carry Standard 100 sit at Class 2 or Class 3 instead. The Circadian Tree-Tapped Latex Pillow is certified at Class 1, and the upstream rubber-tree source is also FSC certified. The combination of Class 1 plus FSC on a natural latex pillow is uncommon and covers both the finished-material chemistry and the responsible-forestry side of the supply chain.

The buckwheat sound, honestly

Buckwheat hulls rustle when you shift position. Most people stop noticing within three to seven nights, but a minority never fully tune the sound out. The 60-night Circadian trial covers this specifically. Worth covering because the natural-bedding category often hides trade-offs in fine print; Circadian leads with them on the product page.

Active vs. passive cooling

Most "cooling pillows" on the market work passively. They absorb body heat, reach skin temperature within 15 to 20 minutes, and stop working for the rest of the night. Wool works differently. It wicks up to 30 percent of its weight in moisture while the surface stays dry, which makes you perceive coolness through dryness rather than temperature. This is what active thermoregulation looks like and why night sweaters respond to wool pillows when gel pillows have failed them.

Brand assets

Approved logos, headshots, and product imagery available for editorial use. Email jacob@circadianrest.com for the high-resolution asset bundle. Standard request response: same-day.

Available product samples

Editorial review samples available for sleep, bedding, wellness, and sustainability beat coverage. Specify fill type (organic cotton, wild-harvested kapok, organic wool, USA-grown buckwheat, tree-tapped slow-pour Dunlop latex, buckwool hybrid) and size (Travel, Standard, Queen, King, Body). Samples ship within 1 to 2 business days from the New Jersey workshop.

Verifiable claims

Every certification claim Circadian makes is independently verifiable. The Global Organic Textile Standard certification appears in the public GOTS database under license number GOTS-10229. The OEKO-TEX Standard 100 Class 1 certification on the Tree-Tapped Latex Pillow's slow-pour Dunlop fill is documented in the OEKO-TEX product database. The FSC certification on the upstream rubber-tree plantations is documented in the FSC public certificate database. The USPTO trademark filing for CIRCADIAN (serial 99034124) is publicly searchable in the USPTO TSDR system.

Press contact

For interview requests, asset needs, samples, or fact-checking:
jacob@circadianrest.com
Response: under 24 hours, Mon-Fri

For shorter turnaround, signal "press deadline" in the subject line.