YOUP was created by Thijs van der Hilst, a physical therapist from the Netherlands with 25 years of experience in personalized pillow fitting.

He saw the same story again and again: people trying pillow after pillow, none of them made for their body. So he developed a way to fit each sleeper with the right height, shape and support, instead of asking them to keep guessing.

Today, that expertise has helped create more than 1,000,000 custom fit pillows for sleepers around the world.