Daily affirmations, meditations, voices from people who love you, and quiet paths through hard feelings. Built slowly, made to last, free for anyone with an iPhone.
Small physical objects that bring the affirmations, voices, and paths into the spaces you live.
Hand-cut butterfly stickers carrying your affirmations. Place them on mirrors, doors, cabinets — where you'll see them every day.
Shop butterflies →A keepsake card that captures the voice of someone you love — a recorded affirmation, a memory, a goodnight. Their voice, on your shelf, forever.
Notify me →A companion notebook for each of the 12 paths. The same prompts you'll hear in the app — written, slowly, in your own hand.
Notify me →It's Simple began as one person's daily inner practice — quiet affirmations, meditations, the voices of people she loves — gathered into one place because the rest of the wellness internet was too loud.
Today it's an app and a small shop. The app stays free, because the work should be available to anyone. The shop exists for the people who want to take it further — onto their walls, into their rooms, into objects they can hold.
Everything we make is built around one idea: quiet the noise. Default to subtraction. Choose what matters.
Explore the app →