Ava Innes Luxury Wool & Organic Cotton Bed Pillow review: “thoughtfully made and considered”

RRP at time of testing: £85 | Check price at Ava Innes

My verdict

I’d describe my twenties as a bit of a bedding free-for-all. Cheap pillows, whatever was closest, replaced only when they became vaguely tragic. Fast forward to my thirties and, like many Mumsnet users, I’ve realised that sleep is not something you wing. It’s something you invest in and protect at all costs.

Because when you’re a full-time working mum of two, a decent night’s sleep isn’t a luxury. It’s survival.

So this year has turned into my quest for better bedding. Less “that’ll do”, more “will this actually help me feel human in the morning?”. Ava Innes came onto my radar recently when I tested its cashmere guard and wool duvet, which impressed both me and my Yorkshire husband. So I went into this pillow with reasonably high expectations.

I’ve been sleeping on one of these pillows for just over a month now, alongside the brand’s V-shaped body pillow, and it’s been delightful.

Can you tell what side I mostly sleep on?

This is one of those products that feels like a shift away from throwaway bedding. It’s not cheap, and it’s not pretending to be, but it does feel thoughtfully made and considered. If you’re still buying supermarket pillows every year or so, this will feel like a leap. If you’re already investing in your sleep (like with a new mattress or mattress topper), it makes a lot more sense.

It’s not perfect. The smell at the start took some getting used to, and the price will give plenty of people pause. That said - Ava Innes themselves do warn of the smell prior to purchasing the pillow. And after a month of use, I’d struggle to go back to my old pillows without noticing the difference.

How I’ve tested the Ava Innes Wool and Cotton Pillow

I’ve slept on the Ava Innes Luxury Wool & Organic Cotton Bed Pillow every night for just over four weeks, alongside my usual bedtime routine, two children who occasionally appear at 3am and a husband who is not shy about complaining if something’s off.

It’s been used both on top of and under the brand’s support V-shaped wool pillow during sleep and it’s embarked on a journey to our sofa on more than one occasion… You know, for extra comfort when bingeing Peaky Blinders (I’ve a lot to catch up on). 

Does the pillow improve sleep quality? 

This is a slightly loaded question because really, no pillow is going to magically fix broken sleep if your life is chaos. But what it can help do is remove the small irritations. Neck ache. Overheating. The constant flipping to the ‘cool side’ of the pillow. This pillow does that well, IMO. As a notorious bed flipper - as in, I toss and turn like Shamu throughout the night - my DH has complained less about my acrobatics since using this pillow. 

As a result, over the month, I have noticed fewer minor disruptions. I haven’t been waking up to readjust it constantly and I haven’t (yet) experienced that slightly flattened, unsupportive feeling you get from cheaper pillows after a few hours. Sure, it’s not life-changing in a dramatic sense. But it is better.

Does Ava Innes’ bed pillow regulate temperature?

Compared to synthetic pillows I’ve slept on in the past, yes. Temperature regulation was never an issue for DH and I pre-2020. Living in the desert, our home had air conditioning and so overheating wasn’t ever really an issue. 

A move to the UK, however, brought my husband’s overheating problem dramatically into the spotlight. That’s why he sleeps on a cooling pillow. 

For me, the Ava Innes pillow doesn’t feel clammy and much to my delight, hasn’t trapped any heat either. I’ve not found myself flipping it over in the night to find a cooler patch. That said, I wouldn’t oversell it as some miracle cooling pillow. It just feels breathable and comfortable, which is probably exactly what most people want.

Everything about this pillow is natural and made in the UK

Is the pillow firm? Does it offer support?

As mentioned above, I’ve been sleeping on the bed pillow alongside Ava Innes’ V-shaped body pillow, which has provided overall support that feels balanced rather than firm. 

The standout feature here is the adjustability. You can remove or add wool filling depending on how high or firm you like your pillow. During testing, I’ve found that the pillow holds its shape well through the night. Although like most pillows, I have found that it does soften slightly with use. The fact you can top it up with additional filling is reassuring rather than gimmicky. 

That said, Ava Innes does warn that you may find pieces of dried vegetation in the wool… At least you know it truly is er, natural? 

Sleeping position: is Ava Innes’ Wool and Cotton Bed Pillow comfortable?

I tend to move between side and back sleeping and the pillow’s worked well for both. 

There’s enough support to keep your neck aligned when you’re on your side, but it’s not so rigid that it feels uncomfortable if you roll onto your back. If you’re very particular about height, you’ll appreciate being able to tweak it. 

Ultimately, it’s felt like a pillow that has adapted to me and my sleep rather than the other way around. 

I love that the pillow doesn't have a stitched design on the cover

Size, shape and how it looks on the bed

Nothing flashy here, which I actually quite like. It looks like a well-made pillow with a simple cotton casing and piped edge. It sits nicely on the bed without looking overstuffed or limp. If anything, it leans more “grown-up hotel bedding” than “Instagram statement piece”.

Also worth saying, Ava Innes is a Scottish brand - but their pillows are made in a family run Yorkshire mill. So, there’s something quite nice about knowing it’s made locally. It adds a bit of substance behind the price for me. After all, you know what they say about God’s Own Country. 

How easy is it to clean the Ava Innes bed pillow?

Technically, it’s machine washable, but I haven’t tested that yet. Instead, I’ve been airing it outside on the washing line when the weather allows, which is exactly what the brand recommends. It’s low effort and feels more in keeping with the natural materials.

One thing to flag: when you first open it, there is a definite wool smell. My husband commented on it more than once. It does fade after about a week and personally I found it more reassuring than off-putting. It smells natural, not chemical. But it’s worth knowing about before you open the packaging and wonder what’s going on.

To freshen the pillow up, I've stuck it out on the line when it's sunny

Final verdict: is this the right pillow for you? 

This is a pillow for people who’ve reached that point where they’re done with buying cheap bedding on repeat.

It’s well made, thoughtfully designed and very comfortable to sleep on. The adjustability is a standout feature and the natural materials will appeal if you’re trying to move away from synthetic bedding.

It’s not a quick win purchase, though. You have to be willing to spend more upfront and accept a couple of quirks, like the initial smell and the fact it will settle over time. But if you’re already investing in better sleep, this feels like money well spent.

About the author

Rebecca Roberts (aka Beccy) is our resident lifestyle expert with a practical focus on sleep, wellness and everyday comfort. She’s equally at home tackling frank, NSFW‑adjacent topics as she is road‑testing kitchen appliances, mattresses and vacuums that work for real parents. As a mum of two, she writes with the time‑poor, sleep‑deprived in mind - honest product reviews, realistic routines and products that make parents’ lives easier.

When she’s not at her desk, she’s probably product‑testing with her two helpers, corralling a PTA or walking her two dogs up and down country lanes.

About Mumsnet Reviews

All Mumsnet product reviews are written by real parents after weeks of research and testing. We work hard to provide honest and independent advice you can trust. Sometimes, we earn revenue through affiliate (click-to-buy) links in our articles. However, we never allow this to influence our coverage.

All prices are correct at time of publication.

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