Our story

At Willow, our mission is to revolutionize the way people experience sleep, providing personalized comfort and rest with expert-backed precision. All this knowing that the pillow is the secret ingredient. We believe in the power of a good night's sleep and how it can transform your health and well-being. Our goal is simple yet ambitious: to elevate sleep quality through innovation, empathy, and science while charging an industry disrupting price.

Every idea starts with a problem. Ours was clear: Finding the right pillow is frustrating and costly 💸.

Our founders started this journey in 2018 with one goal; ending the pillow problem. Our founders experienced this firsthand. They struggled with uncomfortable nights and endless trips to various retailers, only to end up with pillows that didn’t meet their needs. Then when they bought online they had to do it by guessing or star ratings that had nothing to do with how the pillow would work for them 🙈🙉🙊. After talking with friends and family, they realized they weren’t alone. Many people faced the same issues: a lack of expert guidance, no personalization, and the constant hassle of returns. That’s when the idea for Willow took shape.

That and the fact that toddlers are exceptionally good at picking pillows😊. Ever since one of the founder's favorite pillow was taken and given to his toddler 👶 he realized that pillows are the secret ingredient to great sleep.

We discovered that the pillow market lacked the same level of dedication to personalization and customer satisfaction that other industries had embraced like eye-wear. People were stuck with one-size-fits-all solutions that rarely fit anyone perfectly. There was also the problem of when you did find a great pillow you could never find it again. Many brands were not clear on what type of pillow you actually bought. Many people only know of three types; memory foam, down and polyester filled. We set out to change that.

Willow was founded to be the alternative. By integrating advanced AI with insights from sleep experts, chiropractors, and scientists, we create personalized pillow packs tailored specifically to your sleep style and preferences. By interacting directly with our customers and cutting out the middlemen, we ensure a seamless, science-backed journey to better sleep—all from the comfort of your home.

We offer an at-home trial experience, allowing you to test multiple pillows and find your perfect match without any pressure or additional costs. That is the power of Willow. Plus all the pillows you try in your pack, are yours to keep at no extra charge. Buying a pillow should be effortless and enjoyable. It should leave you feeling refreshed and satisfied, both with your sleep and your savings.

We also understand that good sleep is a right, not a privilege. Millions of people worldwide suffer from poor sleep due to a lack of access to proper sleep tools. To address this, we are committed to giving back. We donate pillows to unhoused children and family shelters because everyone deserves a good nights rest.

There’s nothing complicated about it. Personalized sleep solutions , impactful results.