about self
self was built around one simple idea: taking care of yourself should feel good — and look even better.
what started with a few skincare tools quickly grew into a world of homewear, lingerie, and essentials designed for real, everyday life — the soft, the busy, and everything in between. we’re not here to tell you who to be. we’re just here to remind you that you’re already enough — and deserve to feel it, every day.
what we believe
we believe self-care isn’t a luxury. it’s a lifestyle. at self, everything we create is made with purpose: functional designs, sustainable choices, and quality you can feel.
our mission is simple — to make feeling good part of your everyday. to empower you to choose yourself, one small act at a time.
where we started
born in 2020, we started with $2000 — back when the dollar was 17, not a heart attack, and a love for simple rituals, self began with tools that made skincare feel like a celebration.
today, we’ve grown into much more — a full lineup of homewear, lingerie, self-care essentials, and soon, even more corners of your everyday world.
what hasn’t changed? our commitment to making the simple act of choosing yourself the most beautiful part of your day.
get pampered with self
@self_thebrand
