From One Sleep Mask to Everyday Self-Care

It all started in 2018 with one simple frustration. Our founder, Keli, was tired of flimsy sleep masks that let light creep in and squashed her lashes. So she designed her own: a contoured, 100% blackout sleep mask with domed cups that sit away from your eyes, so it’s comfy, eyelash-friendly and chic enough that you actually want to wear it.

Turns out, she wasn’t alone. Over 1 million masks later, our original contoured mask is still the product that defines SMUG. Our contoured sleep masks were named an IndyBest buy by The Independent, and SMUG has been recognised at the Health & Wellbeing Awards.

From there, we kept going, adding satin sleep masks and pillowcases in our signature prints, aromatherapy shower steamers (as seen on ITV’s This Morning), lavender wheat bags and beauty essentials. Every product is designed to make looking after yourself feel simple, and a little bit fun.

Today, SMUG is still a UK-based, predominantly family-run business, and we’re all about making everyday self-care feel like a treat, because a great night’s sleep and a little pampering can make everything brighter. Not sure where to start? Shop our bestsellers and see what all the fuss is about.