LAS VEGAS MARKET
PHOENIX (January 12, 2026) – Purecare, a leader in sleep wellness solutions and innovative bedding, announced the release of several new cooling pillows featuring the long-lasting cooling benefits of Alexicool®. The launch at the Las Vegas Market this month expands upon the success of Purecare’s Shattered Ice cooling pillow collection, designed to deliver Alexicool premium cooling benefits at key price points for value-driven shoppers.
Alexicool enhancements are also being introduced in Purecare’s best-selling SoftCell® pillows. The upgrades to Purecare’s patented SoftCell collection include an Alexicool-treated cover along with the newest innovations in responsive foams for enhanced comfort.
“The SoftCell pillow has defined our pillow program for years, providing retailers with a truly customizable sleep solution for all sleeper types,” said Sarah Bergman, chief marketing officer, Purecare. “The 2.0 version features enhanced comfort and cooling technologies without touching the retailer’s price, which is a huge win for our retailers. It is as uniquely eye-catching as it is versatile.”
The new cooling upgrades combine Alexicool supercharged phase-change material and FRÍO® enhanced cooling fibers to create a pillow that is clinically proven to cool ten times faster than untreated fabric of its kind. The updates come as a result of 10 years of success from this best-selling collection and advancements Purecare is making to its entire cooling pillow collection.
They are also in direct response to market demand for cooling pillows. The SoftCell pillow line, first introduced in 2016 to bring reversible, hybrid pillow options to the market, has been a success story for Purecare due to its versatility and customization.
“Customers love customization, so a reversible pillow that addresses multiple sleep needs while offering an adjustable loft feature creates a personalization story that makes these pillows best sellers,” said Bergman. “Cooling pillows continue to be a popular choice among customers, and these new upgrades are a refreshing change to this best-selling collection.”
Due to the success of the SoftCell Chill line, Purecare’s product development team has implemented upgrades to all three pillows in the collection: SoftCell Chill ($220 MSRP), SoftCell Chill Select ($220 MSRP) and SoftCell Chill Latex ($230 MSRP).
