What a year 2025 has been 🥂

Dec 31, 2025 — Soft Services newsletter

A look back with snapshots

Soft Services | the body skin experts ™ 2025 marks another year of growth for the small but mighty Soft Services team. It’s been our end-of-year tradition to look back and reflect on all that we’ve accomplished—thanks to you all—so here we go! Bad habits were broken. Nail biting and cuticle picking to be exact. We hosted our first-ever Nail Bootcamp, recruiting a group of Theraplush users and coaching them throughout a 4-week program.

91% of participants noticed an improvement in their nails and 95% felt progress in breaking their habit. Cycle 2 in 2026? Hand care definitely didn’t end there. Theraplush was the proud sponsor of Met Gala co-chair’s hands, the great A$AP Rocky . We like to imagine that he bragged to Riri about how good his hands felt and looked when he got home. Soft Services celebrated its 4th birthday , with a dance class hosted by Moves Pure Joy.

Christina Aguilera’s "Genie In a Bottle" was the perfect anthem. Nice moves! ;) We hope to see you back on the dance floor some time in the future. A new member joined the permanent Buffing Bar line- up: Affogato L’Orange Buffing Bar . We celebrated this juicy launch with two community events. One in collaboration with NYC ice cream shop Softside and one with our friend Cait of the famous Cait’s Key Lime . S. Durga , returned for an encore due to popular demand.

If this is new news to you... sorry, it sold out yet again. We dipped our toes into the business of book publishing. This holiday season wouldn’t have been the same without our first-ever Buffing Bar variety set. Volume I was warmly welcomed with a grand Buffing Bar cake at Demo NYC by exfoliators and readers alike. Cheers to future editions—a whole library is the goal!

On the topic of iconic partnerships, Soft Services x DedCool “Xtra Milk” Theraplush has taken over nightstands by storm. You’ve been asking (begging, really) for it to be permanent, and while nothing gold can stay— it’ll be around for a while into the new year. The product development and packaging design team have kicked off working on several new, innovative products—one or two of which you’ll meet later in 2026 if all goes according to plan.

Thank you for your continued support, whether you are a new or existing customer, Instagram follower, and/or newsletter subscriber! We’re looking forward to another prosperous and fun year ahead together. Always at your service, Team Soft Services

Tags: Behind the Brand, Theraplush — Original, Buffing Bar — Affogato L'Orange, Theraplush — “Xtra Milk”