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It feels firm in the core (support/durability) and has a softer top layer (comfort/pressure relief).
It's the perfect combination of firm/soft, that provides both comfort and support for all body shapes and weights.
On a scale from 0-10 Nolah firmness is around 6.0, but this number is highly subjective to personal preferences, so it's more precise to explain the feel with firm and soft at the same time.