If you’re wondering why everybody on Instagram seems to be draped in weighted blankets, you can thank Gravity. Although the year-old startup didn’t invent the accessories—which apply gentle pressure that studies say calms the nervous system—it perfected the art of marketing them to the masses. The buzz began in 2017, when Gravity uploaded a sleek video extolling its blanket; within months it had raised almost $5 million on Kickstarter. Co-founder Mike Grillo credits the success to good design (the Gravity Blanket looks and feels more luxe than its predecessors) and good timing. “The 2016 election was still fresh in people’s minds,” he says, and many were looking for ways to relieve anxiety. Although some find the blankets claustrophobic, others swear by them: Gravity has sold $18 million worth of blankets ($249 each), which weigh 15, 20 or 25 lb. and come in several neutral colors. —Jamie Ducharme