The Fabulous

Fabulous is a self-care and habit-building brand offering science-informed tools to help people develop healthier routines and work toward personal goals. Originating at Duke University’s Center for Advanced Hindsight and Behavioral Economics Lab, the service applies behavioral science to turn small daily actions into lasting habits. Its mobile app acts as an accountability partner, guiding users through morning, afternoon, and evening routines, habit stacking, and goal-focused journeys covering areas such as healthy eating, focus, stress, sleep, and purpose.

Members can explore an on-demand coaching library, connect with a supportive community, and book sessions with a human coach. Fabulous also offers free interactive resources, including habit-tracker templates, anxiety worksheets, a feelings wheel, ADHD daily planning tools, sleep and wind-down materials, and study tools. For desktop users, HabitatZero is presented as a focused workspace built around three daily goals, inbox triage, and meeting notes. Fabulous offers a Premium subscription with monthly or annual billing and a trial period.