Our Story


Once upon a time, I visited the bustling supermarket to pick up a deodorant for my tween. There, the shelves were lined with fancy-looking bottles that smelled like a garden but stung like a bee.

One look at the ingredients and I knew I was kissing her perfect health goodbye. The stuff it contained; it might as well be a pesticide! I wondered why nobody had thought of making personal care products that were both safe and effective for a new generation that is so aware. Reluctantly, I dropped it into my basket and moved on.

Our Story

End Of Story?

Hell no! I roped in my friend Milan Sharma and we put our heads together to lovingly concoct India’s first brand of natural and toxin-free products for teens and tweens –

SUPER SMELLY! Not only is the labour of our love 100% toxin-free, it contains nothing but natural ingredients, handpicked by a meticulous mother (bordering on fussy) for kids across the country. Even the certification company, Safe Cosmetics Australia says so! Now, I never have to choose between safe and effective for my child. Ever. And neither do you.

Dipali Mathur Dayal Founder & CEO