SMUG crowned best buy of 2021

The brand's Contoured 3D Blackout Sleep Mask has been named best buy by the Independent’s INDY/BEST Awards

When we’re deep in the process of designing our next product, the thought of awards is the very last to pass through our minds. However, very unexpectedly last year, we were honoured to receive a string of accolades to our name.

It was an unbelievable year for our brand, and being hailed as Sleep Mask of the Year from the likes of Hip & Healthy was a definite highlight! Yet somehow, that same magic has flowed into this new year, and we’re absolutely blown away to be announcing that we’ve just received Best Buy 2021 from the Independent’s INDY/BEST Awards, for our tried-and-tested Contoured 3D Blackout Sleep Mask.

It’s impossible to truly express how thankful we are to have been honoured with this latest award. What we can say though is that nothing but love, hard-work and the sweetest dreams went into the making of this mask, and to receive recognition in this way is a world apart from what we ever dreamt our brand could achieve.

Thank you a thousand times over to the Independent for recognising us with this award, and of course to our loyal fans for making every stitch of this wonderful journey possible.

Because of you, we can continue to make dreams come true with our products. So if you’re not already, do be sure to keep an eye on our Socials - you can find us at @SleepSmug - for upcoming announcements on our latest products, giveaways and offers.

We’ve been dreaming up so many exciting new collections lately, and we’d love to share them with you, just once we’ve come around from receiving this latest award!

To get your very own award-winning Contoured 3D Blackout Sleep Mask, please visit: