Review: Direct-To-Consumer Mattresses From Casper, Helix Sleep And Purple

Conventional wisdom says mattresses should be replaced every six-to-10 years. While they certainly may function longer than this, there are plenty of reasons to do a regular refresh given that we spend about a third of our lives in bed. I recently hit this milestone and took the opportunity to explore the direct-to-consumer (D2C) mattress market with new models from Casper, Helix Sleep and Purple for my family.

As of 2019, D2C mattress brands accounted for about 12% of the $16.5 billion US mattress market. There have been as many as 175 “bed-in-a-box” companies vying for this growing market segment, as barriers to entry are pretty low. It’s similar to the craft tequila market, where one can contract with a distiller in Mexico to produce a new tequila brand with a few phone calls and a credit card. Likewise, most of these mattresses are manufactured in the same facilities using the same materials. However, a few leading brands control a majority of the market and manage to differentiate through proprietary technologies, US-based production and superior service models. Founded in 2014, Casper is the original D2C mattress brand. Helix Sleep was founded in 2015, and Purple followed in 2016. Ultimately, though, all of this competition is great for consumers and getting a lot of mattress for your money.

Casper Element Pro ($995, Queen)

For my 13-year-0ld daughter, we actually went to the Fashion Place mall near Salt Lake City to get a feel for the mattresses before we actually decided which one was right for her. Casper has a retail presence there, which is a sign that a pure online model might not be viable given the competitive landscape. So this part of the buying journey felt more traditional. She tested and jumped on several models, ultimately going with the new-for-2022 Element Pro.

This is not a bouncy mattress. Far from it. The key feature for my daughter is the middle memory foam layer, as she prefers a more solid and static sleeping position. This forms to her body and holds its shape until deliberate movement reforms the foam into a different sleeping position. That’s very comforting for her. The highlight of this new model, however, is the top layer. Firstly, it is perforated to offer breathability and air flow to disperse heat. Next, it’s constructed of Viscoelastic foam, which complements the lower memory foam with even greater responsiveness and malleability. The durable base layer is more solid for long-term support.

We paired the mattress with Casper’s Upholstered Bed Frame ($595), which requires some simple assembly. It’s available in three colors: midnight (black), grey and natural. The key feature is a small ledge to rest your foot as you get out the bed. So be aware that the mattress should be shifted to one side.

Helix Midnight Luxe ($2,299, Cal King)

For my 16-year-old daughter, she upgraded from a queen to a Cal King, such that this is a mattress she’ll have well beyond her college years. She used the Helix Sleep Quiz to determine that the Midnight Luxe was the ideal model for her sleeping style and preferences. This mattress has a lot of range in terms of being just firm and just soft enough. It’s primarily designed for side sleepers with key lumbar supports and memory foam for pressure point relief at the hips and shoulders.

There are six layers to the Midnight Luxe starting with a quilted pillow top that disperses body heat and wicks moisture. It feels great in the winter, but the summer will be the real test. Next is a high density memory foam layer followed by a second memory foam layer for support and a transition layer of polyfoam that provides ergonomic support and contour to the body. The fifth layer consists of 1,000 wrapped coils that are tuned softer under the shoulders and firmer under the hips, thus aligning the spine. Lastly, there is a super dense base layer that provides a solid interface with the frame. All of which makes for a sleeping experience that is both supportive and accommodating everywhere it needs to be.

We paired it with the Helix White Wood Frame ($649), which requires some basic assembly and looks great.

Purple Hybrid Premier 3 ($3,199, Cal King)

Prior to embarking on this review, the Purple brand was the most recognizable. That could have been the result of good marketing. It could also be the company’s unique differentiator i.e. the purple GelFlex Grid that is the key feature in its products. Likely, it was some combination of these two things, as the marketing always leads with this technology. And since it’s so different, it tends to be memorable. But I didn’t necessarily believe the hype. Frankly, it looked pretty gimmicky—a flexible layer of molded purple rubber shaped into a grid? How was that supposed to be comfortable to sleep on for seven-to-10 hours per night? Nevertheless, I’d heard great things. Which is to say that Purple’s Net Promotor Score is probably quite high. So I took a small risk, given there is a 100-day refund policy, and ordered the Hybrid Premier 3 without ever trying one or even feeling what this purported tech was like.

Before I get into the mattress itself, I’d like to call out the service and overall customer experience. Of the three companies in this review, Purple was the only one that provided white-glove setup and service. Delivery of both the mattress and frame included taking them up three flights of stairs to the master bedroom; assembling and setting up everything; and finally disposing of all the shipping materials. After a couple hours to let the mattress to fully inflate, I just had to put sheets on it. Keep in mind that these mattresses can be very heavy. It’s nearly impossible for one person to move a king. Just know that with Purple, you won’t need to.

My initial impression was that this would be too soft. You sink into this mattress a lot more than any other you’ve likely tried, and it makes you think it won’t be supportive enough. But when you lay down and fully distribute your body weight, that’s the initial a-ha moment. It feels like you’re floating. And yet being supported in all the key areas: shoulders, lower back, hips, etc. For a side sleeper, it allows the hips and shoulders to sink just enough to where the body is being equally supported from head to toe. Indeed, this is the best mattress I’ve ever had, and I take sleep very seriously.

The Hybrid Premier 3 features five key layers starting with the StretchMax cover. This highly breathable top layer keeps you cool and dry while offering a lot of flexibility in getting maximum benefits from the underlying, three-inch Purple GelFlex Grid layer. This is what sets Purple apart from others in the category. It it springy and responsive with a textured feel that wraps the body and provides a floating sensation. It also isolates the body, such that tossing and turning won’t disturb a partner. So it’s great for those who sleep soundly in one position as well as those who are constantly turning from side to side. One unexpected benefit is how the GelFlex Grid layer supports horizontal exercise. Yes, that is a euphemism. Let’s just say the springiness enables you to get into a perfect rhythm, and the mattress almost feels like an active participant.

The core layer of the mattress consists of individually wrapped, stainless steel coils that provide the base support. This is paired with layers of transition foam on the top and bottom, which separates it from the GelFlex layer and provides the foundational layer for the frame.

I also tried the Purple Harmony Pillow ($161), which integrates the same cushioning tech as the mattresses. This pillow is dense, heavy and comfortable. It’s a bit flat for my taste, but it distributes heat a lot better than down, so you don’t have to flip it as often. The Purple SoftStretch Sheets ($188) are also worth trying. Constructed of a bamboo blend fabric, they are incredibly soft and stretchy, which ideally complements the mattress itself. Sheets that don’t stretch will tend to work against it.