Daniel Ebbett

Daniel Ebbett did not set out to build a global ecommerce brand. He was trying to understand why he was living with poor sleep, migraines and eye strain, eventually tracing the issue back to artificial light exposure at a time when its effect on wellbeing was still poorly understood. What began as a personal search for answers revealed a broader opportunity to help others improve their sleep, recovery and overall health.

In 2016, Daniel founded BlockBlueLight, entering a category that was still in its infancy. Success depended on more than developing products. He had to educate consumers, build confidence in an emerging area of wellness and learn every part of the business, from product development and ecommerce to manufacturing, logistics and customer support. Guided by a commitment to quality and evidence-based education, he built a brand designed for long-term trust rather than short-term trends.

Today, BlockBlueLight serves customers across New Zealand, Australia, Europe, the United Kingdom and North America through its direct-to-consumer ecommerce platform. The business has expanded from blue light blocking glasses into a broader range of products supporting circadian health, sleep and recovery.

As the company has grown, Daniel has shifted from founder-operator to strategic leader, building the systems, governance and team needed to support international growth. He continues to focus on product innovation and helping shape an emerging category, while ensuring BlockBlueLight remains grounded in the customer problem that inspired the business in the first place.