OUR STORY

Welcome to the self hug era

We’re a well-being brand from Indonesia, making self-growth simple and meaningful. Through guided journals and curated experiences, we help you reconnect with yourself, build emotional resilience, and live with intention.

Inspired by global philosophies, local wisdom, and evidence-based practices, we turn powerful insights into practical tools for everyday life—designed to meet you wherever you are on your journey.

The founders

The Self Hug began with two friends, brought together by a shared love for well-being and a dream to create something that truly matters. With different backgrounds in business and wellness, they combined their experiences to build what they felt the world was missing.

Founded in 2020 between Bali and Jakarta, The Self Hug started as a passion project rooted in journaling, a quiet, personal ritual that helped them navigate life, find clarity, and reconnect with themselves. As they began to share this practice, it grew into a well-being brand and a community, empowering thousands to slow down, reflect, and care for themselves through simple daily rituals.

OUR MANTRA

Rediscover your power.

Change begins when you remember that growth is possible — and that the strength to evolve has always been within you. The journey to well-being begins by reconnecting with the inner spark that drives you to keep going, to grow, and to show up for yourself. Every small step brings you closer to a more intentional, resilient, and authentic version of you — the best version of you.