Most people spend an average of 12 minutes in the bathroom every day.

These moments repeat every single day, quietly shaping the way people feel, their sense of comfort, care, calmness, and overall quality of life. Even the smallest details experienced in these daily rituals can influence well-being more deeply than we often realize.

more than 2 billion people interact daily with bar soap, the most widespread element of basic hygiene in the world.

Over a lifetime, a person washes their hands more than 500,000 times. The average handwashing lasts 20–40 seconds, which cumulatively adds up to thousands of hours over the course of a lifetime.

A person uses a bath towel around 400 times per year.

A single bath towel absorbs up to ~0.5 l of water per use and goes through approximately ~80 wash cycles per year. In household conditions, the average lifespan is ~2–3 years of active use before a noticeable loss of softness and tactile quality.The textile quality must be precisely aligned with real human habits. It is not just a household item, but a material that takes part in a repeated daily ritual of comfort and restoration.

Everyday life is the most important design project of human existence.

«We don't create objects, but the tactile architecture of an after-bath moment.
It is within repeated, almost invisible daily rituals that the quality of life is formed.
And if you change their nature, you don’t just change the day, you change the very feeling of life itself. We do not work with products, but with how a person feels between two states: fatigue and restoration» — CEO, Soft Authority

Do you own a store, a chain of showrooms, a beauty & spa salon, a yoga space, a boutique hotel or are you a manufacturer of products for the bathroom or personal care segment? Let’s work together to set a new standard for the quality of the bathroom experience, in any space and anywhere in the world.

Make the after-bath experience better for people all over the world.

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