Sleep & Relaxation

Escape the everyday with our collection of dreamy sleep masks, calming body wraps, silky pillowcases, and restful bedtime essentials.

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Wellbeing & Beauty

From chic shower caps to cleansing steamers and beauty-on-the-go wash bags, discover feel-good favourites that bring self-care to life.

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Novelty

Add a playful twist to your routine with our quirky hair towel wraps and spa headbands – fun, functional, and made to make you smile.

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The Print Collections

Our Story

It all started with one genius idea: Keli, our founder, was tired of flimsy, ineffective sleep masks that didn’t block light or protect her lashes. So, she designed her own—a contoured, 100% blackout sleep mask that was comfy, chic, and, frankly, a game-changer.

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Award-Winning Sleep & Wellness Excellence

We’re proud to say that SMUG has been recognised by The Independent, Hip & Healthy, Global Beauty & Wellness, and Health & Wellbeing for our commitment to quality, innovation, and ultimate relaxation. You’ve even seen us featured in Forbes! When it comes to sleep and self-care, trust the brand that experts and industry leaders love.