Our Story

Hello, I’m Abby — founder of Soft.

To most, Soft is a brand that provides a range of beauty tools—practical, accessible, and designed with real life in mind. But as we grow, I believe this platform should do more than offer products. It should inspire. Soft, to me, is more than just a brand, it’s how I can tell people that they can survive, just like I did.

If you asked people who know me to describe me in one word, they’d probably say: strong.
And to many, “strong” means money, success, or power.

But the truth is, I’m strong because I was born to survive.

When I was asked to write this part of the website, I told my team: let's make it a story—because this is the Our Story page, after all.

So let’s circle back to when it all began.

I was born in 1988, into a family of businessmen and women. People considered me lucky. And then, disaster happened.

I was abused. Beaten. Left without proper guidance. My father was convicted of homicide. My mother… was a mother for all the wrong reasons. I was passed around like a ball—celebrated when convenient, discarded when not.

By 18, I was diagnosed with severe depression, anxiety and bipolar disorder. I had to stop school and focus on healing—a lifelong journey of learning to function, grow, and be productive while healing.

Not long after, when my father got out on probation, he attempted to kill me.

I ran away.

I raised a child on my own (whose story I won’t include here—because it’s hers, not mine), paid for my own college tuition, and worked nights just to stay afloat.

And that’s just part of it.

So yes, I was built to survive. That’s why I’m strong.
But on a deeper level—I'm also soft.

I’ve fought. I’ve developed callouses. But I’ve never let the world harden my heart. I remain soft for the people who need me. For those who’ve struggled, like I have.

That’s why The Helping Hands Organization is our chosen beneficiary. When you support Soft, you’re helping us give back.

In a way, I am just like our products:
Soft—because you can bask in my presence, laugh with me, and feel safe.
Strong—because nothing can easily shake, break, or damage me.

As women, we don’t have to choose.
We can be both soft and strong.