Sleep Goes Green

Jean Corriveau, the company's founder and owner, says the product has gone beyond early adapters and "green" retailers. "Now we go head to head against mainstream brands and specialty mattresses like Tempur-Pedic and into traditional bedding stores which, three years ago, would have been unthinkable," he says. "That's where the growth is now, in mainstream stores that want something more unique." Green Sleep's best-selling Vimala mattress retails for about $5,000, including the foundation. Thirty-five retailers and spas carry Green Sleep in the U.S.

Plunging into natural latex may not only feel good but may also be good for you. "I like natural latex because of its breathability, and by its very nature, latex is a supportive material," says Michael Breus, a clinical psychologist specializing in sleep disorders and the author of Good Night: The Sleep Doctor's 4-Week Program to Better Sleep and Better Health. Too pricey? One-third of our lives is spent lying in bed, says Carlos H. Schenck, a staff psychiatrist at the Minnesota Regional Sleep Disorders Center and the author of Sleep: The Mysteries, the Problems and the Solutions. "How important is your sleep?" he asks. "If you like the comfort and quality of natural latex, it may be a very cost-effective investment."