Thync heads to market with $299 mood-shifting consumer wearable

Startup Thync has started to sell its forehead-adhesive consumer device intended to make users feel "more calm or energized" after the FDA exempted the system from any regulation as a medical device. The startup said it is the first consumer wearable device that's marketed to improve a person's mood.

The company does cite a study showing that the device results in a "significant reduction of physiological and psychological stress," with 97% of study participants stating that the relaxation effect of the Thync device is greater than placebo treatment.

The startup released a series of user testimonial and describes the effects of the device as like a shot of espresso or a glass of wine. Its use is described as helpful during transition times from one kind of activity to another. It's said to have an immediate effect that lasts from 30 minutes to an hour with a "carry-over impact" that lasts several hours.

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