A New Approach to Better Sleep
A native of Columbus is working to change the way people sleep. Her vision is to reinvent the sleep mask, making it more effective and comfortable than ever before. Jill MacRae, co-founder of the Inactive Company, has taken on this challenge with a product that promises to transform the sleep experience.
The company's latest creation, Inactivators, is a high-tech sleep mask designed to create an "optimal" sleeping environment—completely dark, comfortable, and cool. These features are based on scientific research that shows how these conditions can significantly improve sleep quality.
Inactivators have already gained attention from professional athletes. College and pro football teams, including Georgia, Auburn, Dallas Cowboys, Atlanta Falcons, and New York Giants, have used the product. This success highlights the growing interest in products that support better rest and recovery.
The Journey of Jill MacRae
MacRae moved to Columbus at the age of four from Miami, Florida. Her passion for wellness was influenced by her father, a trauma surgeon. While she always considered wellness important, it wasn't until later in life that it became her focus.
She graduated from Hardaway High School and earned a bachelor’s degree from the University of Georgia. Over the course of 25 years, she built a successful career in sales and marketing at major brands such as Spanx, Dunkin’ Brands, and Starbucks. It was during her time at Spanx that she met Lori Oliver, her future cofounder of the Inactive Company.
"We were traveling around the world and making all sorts of products, and we were always complaining about sleep," MacRae recalled. "We can never get enough sleep."
They tried various methods to improve their sleep, including gummies, vitamins, mattresses, and pillows. None of them worked. Eventually, Oliver had an idea.
"Lori called me one day and said, ‘I've got it. I got the solution to sleep better we've always been talking about,'” MacRae said. “‘I want to re-engineer a 100-year-old product, just like Sara [Blakely] did for Spanx with the girdle. I want to do it for a sleep mask.'”
Innovating the Sleep Mask
Oliver brought MacRae on board in 2019 to help build the company. It took about a year and a half to perfect the Inactivators. MacRae emphasized that they weren’t doctors or sleep experts, but they knew what worked from being consumers.
They collaborated with partners like the Emory Sleep Study Clinic and the Harvard Sleep Symposium to understand the criteria the body needs to fall and stay asleep. Translating this into tangible features in a mask was a significant challenge.
Features That Make a Difference
Since launching, Inactivators have become popular among professional athletes, especially those who typically avoid wearable technology like Apple Watches or Fitbits. The NFL Players Association has been a valuable partner, providing feedback on how the mask is used and helping to create a sleep culture for young athletes.
The mask offers several key features. First, it provides 100% darkness and blackout, which studies show helps the brain release melatonin, a hormone essential for the sleep-wake cycle. The mask also includes temperature-regulating material that absorbs heat according to the circadian rhythm. Consumer testing showed that this technology helps users sleep 20-30 minutes longer on average.
Another unique feature is the space provided for users to open their eyes under the mask. This was inspired by work with Emory University's Veterans Program and the Wounded Warriors program. Many people avoid sleep masks due to fear of not being able to open their eyes if they wake up in the middle of the night.
Expanding the Product Line
Inactivators are priced at $45 on their website. The Inactive Company is also expanding its product line to include pajamas and other items. This expansion reflects the growing demand for products that support better sleep and overall wellness.
As the company continues to grow, it remains focused on improving the sleep experience through innovation and science-backed design. With the support of professional athletes and ongoing research, the future of sleep may look very different—and much more comfortable.
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