Meet Saman And Daniella Tabibian | Founders of Knocked

We had the good fortune of connecting with Saman And Daniella Tabibian and we’ve shared our conversation below.

Hi Saman and Daniella, we’d love to hear more about how you thought about starting your own business?
Our journey with Knocked began as a love story intertwined with purpose and passion. Since 2014, we’ve built our relationship on shared dreams and complementary strengths, merging our backgrounds in business with an entrepreneurial spirit to create something meaningful together. The catalyst for Knocked emerged during the pandemic when our focus, like many others, shifted intensely toward health and wellness. This period sparked a deep curiosity in Saman about sleep science, leading to concerning discoveries about melatonin – its potential dangers as a hormone and its addictive properties. While Saman delved into the science, Daniella was honing her expertise in digital marketing and brand building across various e-commerce ventures. Our vision crystallized around creating a safer, more effective alternative to melatonin. We built our foundation on magnesium, an essential mineral many people are deficient in, and carefully selected natural ingredients like L-Theanine, Apigenin, and GABA. What truly sets our approach apart is our holistic view of sleep wellness. Rather than pushing supplements as the only solution, we expanded our catalog to include practical sleep tools like nasal strips, mouth tape, and eye masks. We firmly believe in addressing sleep issues through behavioral changes first, with supplementation as a secondary support. Our complementary skills created the perfect synergy – Saman’s passion for health science and research paired with Daniella’s expertise in marketing and brand building. Our shared educational background, including our MBAs from Pepperdine focusing on entrepreneurship, provided us with the foundation needed for building and scaling our venture. To us, Knocked represents more than just a sleep wellness brand; it’s the first chapter in our entrepreneurial journey together. Through countless iterations, late nights, and learning experiences, we’ve created a brand that embodies our commitment to helping people achieve better sleep naturally.While Knocked will always hold a special place as our first venture, we view it as just the beginning. Our success has proven that our partnership extends beyond our personal life into business, setting the stage for future entrepreneurial endeavors together. This isn’t just about building a business – it’s about creating a movement toward better sleep health, challenging industry norms, and proving that natural solutions can be both effective and safe.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
What sets Knocked apart is our commitment to a long-term, science-backed approach to sleep wellness. We don’t believe in quick fixes or trendy solutions—we believe in helping people build lasting habits that truly improve their sleep quality. While many brands focus on selling supplements alone, we take a holistic approach by offering practical tools like nasal strips, mouth tape, and eye masks alongside our carefully formulated supplements.

Our journey to where we are today wasn’t easy. Like any business, we faced challenges—especially in educating people about why melatonin isn’t the best long-term solution. The supplement industry thrives on marketing what’s popular, even if it’s not what’s best for people’s health. Instead of following the crowd, we chose to challenge the norm and build trust through transparency and education.

One of the biggest lessons we’ve learned is that resonating with customers takes time. People don’t just buy a product; they buy into a philosophy, a belief system. We had to earn that trust by proving that our methods work—not just with research, but by sharing our own experiences and the journeys of those who have benefited from Knocked.

We also learned the importance of resilience and adaptability. From supply chain challenges to shifting marketing strategies, building Knocked required us to be both data-driven and deeply intuitive. We had to listen to our customers, adjust, and improve constantly.

At the heart of it all, what we want the world to know is that better sleep is possible—without dependency on synthetic hormones or quick fixes. Knocked isn’t just about products; it’s about helping people take control of their sleep and their health in a way that’s sustainable and empowering.

Our story is still being written, and we’re excited for what’s ahead.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Being born and raised in LA, we know that every corner of the city offers something unique—whether it’s incredible food, world-class entertainment, or hidden gems that make LA feel like home. One of the best things about this city is the mix of high-energy experiences and places to unwind, and we’d make sure to show both sides to anyone visiting.

For those who love fitness and wellness, Equinox Sports Club on Sepulveda is one of our go-to spots. Not only does it have a top-tier basketball court, but its rooftop space makes for a great post-workout reset. For something more recovery-focused, The Breathing Room is an incredible place for high-tech healing and meditation, where you can experience everything from infrared therapy to guided breathwork.

When it comes to food, LA is unmatched. Koreatown is a must-visit for its legendary Korean BBQ, but beyond the food, it’s also home to some of the best Korean spas—perfect for late-night relaxation. For sushi, California Roll Factory is always a solid choice. Breakfast calls for Sobuneh’s next-level burritos, while Howlin’ Rays is the go-to for Nashville hot chicken. In-N-Out is a California classic that never disappoints, and for lighter, health-conscious options, Harvest Bar has some of the best açaí bowls, while Rainbow Acres is great for stocking up on organic groceries and health foods.

For arts and culture, LACMA and The Broad always have something worth seeing, whether it’s modern masterpieces or immersive installations. If we’re talking about iconic LA experiences, Griffith Observatory is a must, not just for its breathtaking views but also for its planetarium, which offers an incredible way to explore the universe from right here in the city. And if you’re in the mood for live entertainment, the Pantages Theatre is the place to catch Broadway-caliber performances in a historic, art-deco setting.

When it comes to live events, Sofar Sounds hosts some of the most unique music experiences in LA—intimate concerts in unexpected locations, perfect for discovering new artists. And, of course, if we’re going to a game, it’s gotta be a Clippers game—because Clippers >>.

LA is a city where you can have an entirely different experience depending on where you go, and that’s what makes it so special. Whether it’s food, wellness, sports, art, or music, there’s always something new to discover, and we wouldn’t have it any other way.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
We owe a huge part of our journey with Knocked to the incredible researchers, educators, and thought leaders who have shaped our understanding of sleep and wellness. One person who deserves special recognition is Dr. Andrew Huberman. His Huberman Lab Podcast was the catalyst that changed how we approached sleep science. Through his accessible breakdowns of neuroscience and practical tools, we realized the potential dangers of melatonin and the immense benefits of behavioral sleep interventions.

Dr. Huberman’s work inspired us to not only rethink our own habits but also to create a brand that challenges the supplement industry’s reliance on melatonin. His teachings led us to explore alternatives like magnesium, L-Theanine, Apigenin, and GABA, and ultimately build a holistic sleep wellness brand that goes beyond just supplementation.

Beyond Dr. Huberman, we also want to recognize the countless scientists, health educators, and thought leaders—both present and future—who continue to expand our understanding of sleep. Sleep science is still evolving, and we remain dedicated to learning from those pushing the field forward. Innovators like Dr. Matthew Walker, Dr. Rhonda Patrick, Dr. Peter Attia, and others in the wellness space have influenced our approach to optimizing sleep and health, and we know there’s still so much more to discover.

We’d also like to dedicate our shoutout to Joe Amodei, who became one of our earliest partners at Knocked. Joe’s brilliance in eCommerce strategy and data analytics helped lay the groundwork for our success. His deep understanding of customer behavior and retention strategies wasn’t just about numbers – it was about building meaningful relationships with our community.

And of course, we wouldn’t be here without the support of our friends, family, and community—those who believed in our vision, tested our products, and encouraged us through every challenge.

Knocked isn’t just about selling sleep products; it’s about building a movement—one inspired by science, fueled by passion, and dedicated to helping people achieve better, healthier sleep. We’re just getting started, and we’re grateful for all those who have played a role in our journey.

Website: https://takeknocked.com

Instagram: https://instagram.com/takeknocked