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.

Turns out, she wasn’t alone. Millions of people around the world fell in love with SMUG’s original mask. From there, we didn’t stop—expanding into vibrant designs, wellness must-haves, and beauty essentials to help you sleep, relax, and look fabulous doing it.

Now, SMUG is on a mission to make luxury self-care simple, proving that a little pampering and a great night’s sleep can make life brighter. Ready to join the SMUG revolution?

✨ Shop now and see what all the fuss is about!