Fun, adventurous, edgy, carefree, wild and exciting – that’s Super Smelly, India’s only brand of personal care products for Gen Z that is 100% toxin-free, made with naturally derived ingredients, and gentle yet effective. An offering from The Natturel & Kool Co., the brand has a range of zany products – from deodorants to pocket perfumes, face washes to lip balms and highly-effective face packs – that are certified 100% Toxin-Free and Made Safe by SCA (Safe Cosmetics Australia). The products are free from harmful chemicals like sulphates, parabens, triclosans, PEGs or Silicones. Super Smelly makes the first and only certified safe spray deodorants in the country.
Launched in the year 2018, Super Smelly is the entrepreneurial brainchild of Dipali Mathur Dayal. Mother to an active growing up daughter, Dipali was on the perpetual quest to find safe personal care products for her tween and in the absence of safe options in India, she was obligated to use either ineffective babycare products or brands meant for adults. This was when she along with her friend, Milan Sharma (Co-Founder NKPL), set off on the journey of formulating India’s only Gen Z-focused brand of natural and toxin-free personal care solutions.
Aiming to be a reliable companion to every young adult in the most crucial and formative years of their lives, Super Smelly comes with an interesting product range featuring deodorant sprays, cream-sticks , face washes, pocket perfumes, lip balms and shower gel. These products contain the nourishing essence of natural ingredients like witch hazel, tea tree oil, ginseng and aloe-vera. Super Smelly, being a digitally first startup is available online on all major platforms like Amazon, Flipkart, Nykaa and Big Basket. The brand currently also retails its range across over 250 retail outlets in Delhi NCR.
Super Smelly has raised an undisclosed amount from Singapore-based Lyte Investment Bank along and other angels. It plans to utilize the capital raised for marketing, research and product testing to further expand the product portfolio.
With ingredients handpicked to pass the test of safety and efficacy, every Super Smelly product is manufactured without testing on animals. It is dermatologically tested for safety specifically for 7-19 years of age, something that no other brand has done before for this age group and that also makes it a category which has largely been ignored by all the existing brands until now. Through its wide range of products, Super Smelly aims to be the wind beneath the wings of our Gen Z and equips them to deal with the challenges of growing up like confidence, body issues and peer pressure.
It endeavours to partner with young adults during their formative years, when they are learning to be responsible adults through its premium and responsible skincare range. By supporting and emphasizing on their well-being, Super Smelly eventually envisions emerging as the go-to personal care brand for every Gen Z across India.
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