Letters from The Self Hug: A Reflection on Our Journey

Most of the time, growth happens quietly in moments of self reflection, in the pauses between one decision and another, and in the perseverance to keep showing up for yourself when it feels hard.

At The Self Hug, we believe that this kind of growth deserves to be seen, nurtured, and celebrated. Since the beginning, our purpose has been simple: to be your companion on your self-transformation journey, wherever you are and however far you’ve come.

A Companion for Every Stage of Growth

We started The Self Hug in 2020 with one question: What if self-care could be both simple and deeply meaningful?

From that question grew a well-being brand from Indonesia rooted in science, soul, and sincerity. What began as a journaling ritual between two friends has evolved into a movement of thousands, each person finding their own rhythm of reflection and growth.

More than the products we produce, we’re about presence. We’re here to remind you that you already have what it takes to grow and be grounded in your best self. Every page of your journal counts to every small act of noticing, and becomes an act of kindness towards yourself.

What We Believe In

At the heart of The Self Hug are three core beliefs that guide everything we create and share.

Science-backed practices
Growth is most sustainable when it’s supported by understanding. That’s why we collaborate with well-being experts to design tools that are grounded in both theory and timeless wisdom. We blend evidence-based methods with global and local philosophies, so each journal or experience is not only beautiful but truly effective for your well-being.

Togetherness
As Esther Perel once said, growth doesn’t happen in isolation, but it happens in connection. Through honest conversations and shared stories, The Self Hug community (The Group Hug) is a safe and encouraging space that is built on the values of togetherness, where reflection becomes a shared practice. Because sometimes, what we need most is to see our journey reflected in someone else’s.

Impact consciousness
We believe well-being extends to how we care for the world. All of our products are made using FSC-certified materials that are natural, recyclable, and biodegradable. To us, personal growth and environmental consciousness are intertwined. Both are acts of respect for life, and both begin with awareness.

The Power of Reflection

Every transformation begins with reflection. Self-reflection allows you to pause and notice. Through consistent personal reflection, you begin to meet yourself with honesty and compassion, seeing growth not as perfection, but as evolution.

This is why we design tools that make reflection feel approachable and meaningful. From our guided journals to our reflective experiences, we hope to help you bridge insight with action and to turn awareness into embodiment.

Our Reflection of Growth

As we look back at our own self journey, The Self Hug has grown in ways we could never have predicted. From our first journal to collaborations with professionals, from intimate community gatherings to thoughtful partnerships, every step has been a lesson in learning, adapting, and staying true to our purpose.

Growth for us means not just expanding what we create, but deepening why we create. It means continuing to design tools that help you reflect more meaningfully, care more deeply, and live more intentionally.

Through each season of change, we hold onto one mantra:

Rediscover your power.
Change begins when you remember that growth is possible and that strength to evolve has always been within you.

An Ongoing Journey

The Self Hug exists to walk beside you through every chapter of growth. We’re here for your breakthroughs and your quiet rebuilds, for the questions that take time to answer, and for the moments that remind you to breathe.

In the end, growth is not a destination but a dialogue between who you are and who you’re becoming. And in that conversation, may The Self Hug always be a gentle companion, one that reminds you to pause, reflect, and embrace yourself along the way.

With Warmth,

The Self Hug