This pillow is perfect in every way; not too firm, not too soft, and very luxurious. I recently purchased a similar pillow from another company and it was too firm, so this was a replacement. It cost a bit more but it was definitely worth it. I have neck problems, so it's important that I have a pillow with enough loft for good support, but also some softness so that I can shape it to fit my neck/head just right. This pillow works perfectly for that.