
NEW Cloud Sleep Mask Collection
Blending the best of our bestselling contoured and satin sleep masks, reimagined in a luxuriously soft, padded satin design for a truly cloud-like sleep experience.

NEW Wash Bags
Explore 8 new waterproof wash bags – perfect for travel, gym, and everyday essentials.

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Get Festival Ready
Festival-Ready Favourites for Style, Sleep & Self-Care Get set for festival season...
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Get Summer Ready
Sun, Self-Care & Style – Get Summer Ready Step into summer feeling...



The Print Collections
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Palm Print
Escape to Calm with the Palm Print Collection Bring a touch of...
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Cherry Blossom Print
Gentle Beauty with the Cherry Blossom Collection Add a touch of soft...
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Leopard Print
Bold Self-Care with the Leopard Print Collection Unleash your wild side with...
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.

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.