Where it all began
Softie started with a simple question:
Why do hair clips still dig into the scalp, break after a few months, and slip out in the middle of the day?
What began as occasional frustrations quickly became an obsession to fix what no one else was fixing. We tested dozens of clips – cheap, trendy, “premium” – and each came with the same problems: slipping, breaking, and general discomfort.
So, we started from scratch. Backed by a team of engineers who’ve worked with some of Korea’s largest companies, this is not your average hair accessory.
We have a mission.
1/ Always You First
We founded Softie with you in mind – and that hasn’t changed.
From our very first prototype to every decision we make today, we always put our customers first.
Your comfort, feedback, and experience guide everything we do.
2/ Obsessive Research & Development
Research & development are at the heart of everything we do.
We’re not here to follow trends – we’re here to exceed them.
From materials to mechanics, we constantly test, refine, and push boundaries to bring real innovation to a space that’s been overlooked for far too long.
3/ Fair and Responsibly Produced
Each clip is ethically produced in South Korea, using high-quality materials and expert craftsmanship.
No toxic materials. No shortcuts. Just thoughtful design, responsible production, and accessories that stay in your life – not in a landfill.
A Message from the Founders
We didn’t just want to create something better – we wanted something that feels right. If you’ve ever taken your hair clip out the moment you got home, or avoided wearing one on a long drive – this was made for you. Thank you for being here. We can’t wait for you to try it.
With love,
A & T
Co-founders of Softie
Ready to feel the difference?
No more pinching, breaking, or slipping – your hair deserves better.