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A less cool mattress is usually a more basic mattress with no additional cooling features. It may contain memory foam or a polyurethane foam without any gel.
Most mattresses today have at least a little gel or have gel- infused memory foam in the top layer of the mattress. Mattresses like this typically have a single layer of cooling. This will help combat heat issues, but it is not the best option for people that sleep really hot.
A mattress that is considered cool will usually have multiple layers of cooling foams. For example we carry a mattress with almost 5 inches of Gel-Memory foam in the top layer of the mattress. This is significantly more cool than a 1 inch gel layer that is included with lots of mattresses on the market.
A mattress that is the most cool takes it up a notch on the cooling factors. They not only have multiple cooling layers, but they have longer lasting higher quality Gel foams. A lot of times the most cool mattresses will also be wrapped in a cool cover that features a phase change material like Tencel or Omniphase in the quilting. This will create an instant cool feeling and help with temperature management.