Earable Blends Sleep Science with Supercar Luxury at CES 2026

LAS VEGAS, NV – January 06, 2026 – In a move that redefines the boundaries of personal technology, Earable® Neuroscience has seized the spotlight at CES 2026 with a pair of announcements that signal a dramatic evolution from a specialized sleep-tech innovator to a formidable player in the burgeoning luxury wellness market. The company revealed it has joined the National Sleep Foundation's prestigious SleepTech® Network while simultaneously unveiling the Tonino Lamborghini SuperBrain Edition—a $1,999 AI-powered brainband that merges high-performance neuroscience with Italian luxury design.

The announcements pivot the three-time CES Innovation Award-winning company, backed by heavyweights like Samsung Ventures and Founders Fund, into a new stratosphere. Its core product, the FRENZ Brainband, already recognized as the first consumer wearable to pair real-time EEG brainwave tracking with AI-driven audio therapy, is no longer just a tool for better sleep. It is now the foundation for a comprehensive cognitive health platform and an emblem of a new category: Luxury Healthy Lifestyle Technology.

Building Trust Through Strategic Science

Before venturing into the world of high fashion, Earable first solidified its scientific credentials. The company's official induction into the National Sleep Foundation's (NSF) SleepTech® Network is a strategic move to build consumer trust in an industry often filled with unverified claims. The NSF, an independent nonprofit dedicated to sleep health advocacy for over 35 years, provides a platform for innovators to align with evidence-based standards and best practices.

Membership in this network places Earable alongside other industry trendsetters and provides access to the NSF's expert recommendations and research. This alliance was on full display at CES, where Earable was selected as a Featured Presenter at the NSF's media briefing.

"At CES this year, NSF is excited to feature a range of technology innovators who are part of our SleepTech programming and advocacy," said John Lopos, CEO of the National Sleep Foundation. "We believe the appropriate use of consumer sleep technologies can help people who seek to improve their sleep."

By aligning with the NSF, Earable is not just gaining a stamp of approval; it is actively participating in shaping the narrative around sleep technology. "By joining the National Sleep Foundation's SleepTech Network, we are helping shift the conversation from sleep as a passive state to sleep as an active foundation for daily cognitive performance and well-being," stated Kimi Doan, Chief Innovation Officer of Earable Neuroscience. This partnership provides a bedrock of credibility that is crucial as the company makes its ambitious leap into the luxury sector.

The Dawn of Quantified Luxury

The centerpiece of Earable's CES showcase is undoubtedly the Tonino Lamborghini SuperBrain Edition. This collaboration marks the global debut of the iconic Italian brand's "Healthy Lifestyle" ecosystem, with Earable's neuro-wearable chosen as its inaugural product. For nearly 45 years, Tonino Lamborghini has extended its brand—rooted in mechanical heritage and design excellence—into luxury accessories, hospitality, and beverages. This new venture into tech-infused wellness is its most future-forward step yet.

The partnership aims to create an entirely new market segment where cognitive enhancement is the ultimate luxury good. "Launching the first product of our Healthy Lifestyle ecosystem takes the brand I founded almost 45 years ago into a future-oriented lifestyle... without ever losing our core values," said Dr. Tonino Lamborghini, Founder of Tonino Lamborghini S.p.A. "For me, luxury is a culture, a way of giving time and meaning to ourselves, and this new product is a clear expression of this belief."

With a manufacturer's suggested retail price of $1,999, the SuperBrain Edition enters a price bracket far beyond typical consumer wellness gadgets, which often retail for a few hundred dollars. This positions it against a new competitive set, not of other EEG headbands like Muse S, but of other luxury goods. The target consumer is not just a biohacker, but an affluent individual who views self-optimization as an integral part of a sophisticated lifestyle.

Ginevra Lamborghini, representing the third generation of the family and leading the Healthy Lifestyle division, added, "SuperBrain embodies our belief that a sophisticated lifestyle must also care for the mind." The device itself marries Earable’s technology with the signature Italian aesthetic, transforming a piece of high-performance neuroscience into what Kimi Doan calls "an elegant, iconic expression of modern luxury."

From Sleep Lab to 24/7 Brain Coach

At its core, the SuperBrain Edition is an evolution of the award-winning FRENZ Brainband technology. The original device won accolades for its ability to track brainwaves in real-time and deliver personalized audio therapy—using techniques like AI-adjusted binaural beats—to help users fall asleep faster and achieve deeper sleep cycles.

The SuperBrain Edition expands this functionality across the entire day. It’s designed not just to perfect the user’s sleep but to actively train their brain for peak performance during waking hours. The system provides real-time tracking of cognitive states like focus and relaxation, offering AI-powered neurofeedback to help users enhance their concentration and accelerate mental recovery. This transforms the device from a passive sleep monitor into an active cognitive coach.

Owners of the SuperBrain Edition will gain access to the "SuperBrain Inner Circle," an exclusive platform offering premium app features and specialized content for cognitive performance training. This membership model further reinforces the product's luxury positioning, offering an ongoing experience beyond the hardware itself.

"SuperBrain is designed for progressive-thinking individuals who are the engineer and the caretaker of their quantified self," Doan explained. "Their success is not based on luck, but through years of training and determination." While the company describes its platform as "clinically-proven," the broader scientific community continues to evaluate the long-term efficacy of consumer-grade neurofeedback devices, distinguishing between company-led research and independent, peer-reviewed clinical trials.

A Calculated Play for a New Market Frontier

Earable Neuroscience's dual announcements represent a masterclass in strategic positioning. The NSF partnership provides the scientific legitimacy needed to be taken seriously in the health and wellness space, while the Tonino Lamborghini collaboration provides the brand cachet and aspirational appeal to command a premium price. It’s a synergistic strategy designed to build a moat around its technology in a competitive landscape.

This approach allows the company to sidestep direct competition with mass-market wearables and instead create a new, high-margin niche. The risk is that the market for $2,000 brain-coaching headbands may be too small, or that consumers may be skeptical of the value proposition. However, the success of other high-end wellness products and the increasing cultural focus on mental performance and "quantified self" suggest a receptive audience may be waiting.

By framing cognitive enhancement as the next frontier of luxury, Earable and Tonino Lamborghini are betting that the desire to optimize one's mind is a powerful motivator for the modern high-achiever. Pre-orders for the SuperBrain Edition are set to open in March 2026, with the first units scheduled to ship in June, marking the first true test of this bold new vision for luxury technology.