WHO WE ARE
The Story Behind The Brand
Our Story
Like so many of our customers, our founder Cathryn Lavery knows what it feels like to struggle with the chaos of life. Growing up with undiagnosed ADHD, she constantly felt out of sync—watching others seemingly glide through life while she struggled to stay focused and organized.
Everything changed in her 20s when she discovered the power of intentional habits and structure. It wasn’t just about getting organized—it was about reclaiming her confidence and building a life of purpose.
What began as Cathryn’s personal solution—the Self Journal—has now become a movement of intentional living.
- 1.3 million Self Journals sold across 72 countries.
- 500,000+ community members using our tools for transformation.
- Millions of hours saved and countless goals achieved by our customers.
Today, every product we create reflects this core belief: with the right tools, anyone can design a life they love.
Why We Exist
What if showing up just a little better every day could change the world?
It might sound small—starting your day with a clear plan, having one meaningful conversation, or taking a single step toward a goal. But those small actions don’t just stay small. They add up. They compound. And, like ripples in a pond, they create a force that spreads far beyond you.
Imagine what would happen if millions of people across the globe woke up each day more intentional, focused, and present. Relationships would strengthen. Communities would grow. Goals would be achieved. The world itself would shift.
At BestSelf, we believe that kind of transformation starts with you.
We design tools to turn life’s chaos into clarity and small actions into extraordinary results. Whether you’re looking to master your time, deepen your connections, or accomplish ambitious goals, we’re here to empower you to thrive—not just survive.
The next five years of your story are waiting to be written. We’re here to help you write them—one intentional day at a time.
What Makes Us Different
Science-Backed Simplicity We transform proven psychology, behavioral science and productivity principles into practical, beautiful tools you'll love to use daily.
Impact-Driven Design Our products aren't just beautiful—they're engineered for transformation. Every detail serves a purpose in your journey.
Owner-Operated & Customer-Focused We're not answering to shareholders—we answer to you. Every product comes from real needs in our community.
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Our Core Values
- Progress Over Perfection
We believe small wins lead to big transformations. That’s why our tools—like the 13-week sprint in the Self Journal—are designed to keep you moving forward, even when life gets messy.
- Intentional Living
Every product we create is built to help you focus on what truly matters. From goal-setting systems to relationship tools, we’re here to help you live with purpose every day.
- Meaningful Connection
Life is richer when it’s shared. Tools like the Intimacy Deck and Little Talk Deck have sparked millions of heartfelt conversations, helping families, couples, and teams connect on a deeper level.
- Authenticity
We’re transparent about our mission, our process, and our products—because trust is the foundation of everything we build.
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The Bestself Effect
See how real people are reaching their goals with BestSelf tools—proven to inspire, empower, and deliver results.
