Welcome to but cute!

At but cute, we believe what makes us different makes us special. Inspired by the idea that our flaws are actually our greatest strengths, we created a world where quirks shine and imperfections are celebrated. Each but cute character is perfectly imperfect—bringing joy, comfort, and a little quirkiness to life, one squish at a time.

Our Story

Hi, I’m Mikey! I’ve always loved plushies, but I realized they were all mass-produced and lacked real meaning. I decided I wanted to make something better. Something that could comfort, connect, and remind people they’re not alone. While navigating my own anxiety, I discovered how reframing our perspective can transform how we see ourselves. That’s when it clicked. What if, instead of hiding our flaws, we celebrated them? That spark became but cute — a world built to remind us that being different is the best part.

  • Discover Quirklandia

    but cute characters come from the magical world of Quirklandia, a place where everyone is unique and loved just the way they are. From Bellybrook, home of the “chunky but cute” squad, to Topsy Turvia, where the “quirky but cute” friends reside, each region of Quirklandia reflects the personalities and charm of its inhabitants.

  • Crafted with Care

    We’re all about quality, creativity, and connection. Every but cute plush is handmade with quality materials, irresistibly soft stuffing, and high attention to detail. Designed to be huggable, durable, and uniquely lovable, but cutes are crafted to be treasured by kids and adults alike.

  • Small Batch, Big Love

    Our plush toys are made in small, limited-edition batches. This makes each but cute extra special and ensures our commitment to creating exclusive, one-of-a-kind designs. Whether you’re adding to your collection or gifting someone a perfectly imperfect friend, but cute plushies are truly unique.

  • Join the but cute Community!

    but cute is more than a brand—it’s a little world built for people who love what makes them different. From joining the but cute Club to showing off your collection on social media, you’re part of a community that celebrates the quirky, the fun, and the imperfect in all of us.