In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Hayley Dawes, founder of Dreem Distillery, the award-winning luxury sleep and wellness brand using CBD, plant actives and nervous system science to help people genuinely rest — for a candid and beautifully honest conversation about what it takes to build press presence in one of the most crowded corners of the wellness market.
Hayley's journey to founding Dreem Distillery began with a decade of her own insomnia, at a time when sleep struggles and mental health simply were not part of the wellness conversation. When she discovered a combination of broad-spectrum CBD and plant actives that transformed her sleep, she recognised something the beauty and wellness industry had missed entirely: a solution rooted not just in science, but in the kind of emotional storytelling that makes people feel understood rather than sold to. That insight became the foundation of everything Dreem does, in its products, its branding and its PR.
In this episode you'll discover: why Dreem Distillery treats sleep as a full-day nervous system story rather than a bedtime product and how that positioning opened doors with press that a simpler brand narrative never could, how Hayley's most powerful media moment came entirely unplanned when Trinny Woodall unpacked Dreem products to her audience on Instagram and YouTube, proving that authentic advocacy from one trusted voice outperforms any paid campaign, why founder-led content consistently outperforms polished brand content and how to show up as the face of your brand even when it feels deeply uncomfortable, the difference between resonance and reach and why chasing the wrong one is the most common and most costly PR mistake wellness founders make, and how Dreem built credibility in a sceptical market by leading with science, proof and genuine emotional connection rather than trend-chasing or influencer noise.
This is an episode for every wellness founder who has ever wondered whether their story is interesting enough to pitch, because Hayley's answer, delivered with warmth, honesty and zero founder polish, is a resounding yes.
Want to build a PR pitch as authentic and compelling as Dreem Distillery's brand story? Download Patz's Plug-and-Play PR Pitch Templates — subject lines, prompts and frameworks that help you lead with your real story and land the press coverage your brand deserves. Grab them at lp.patriziagaleota.com/ltpp
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