New Delhi, 09,October 2018: India sees the launch of its first ever brand of natural and 100% toxin-free personal care products made exclusively for teenagers and tweens. The product range includes natural deodorant sprays, deodorant sticks, face washes, shower gels, body butters, moisturisers, lip balm and is set to expand further.

One of its kind in the country, SUPER SMELLY contains no aluminium, triclosan, phthalates, parabens, propylene glycol, zinc, petrochemicals, DEA/TEA, sulphates and other harmful additives. Instead, the products are oozing with the nourishing essence of ingredients like witch hazel, tea tree oil, charcoal and Aloe-Vera, and vegetable based derivatives.

What is more, the products have been clinically and dermatologically tested for safety by internationally recognised laboratories and certified ‘Toxin-Free’ and ‘Made Safe’ by Safe Cosmetics Australia. In fact, it’s the only and first ever deodorant spray in the country to have received these certifications. Moreover, they have not been tested on animals, while the deodorant cans contain no CFC and can be recycled. Safe, natural and environmentally conscious.

The brand is the brainchild of Dipali Mathur Dayal, Founder and CEO, herself a mother to a growing tween. When she realised there was a dearth of safe products for children of her age group, she took it upon herself to create something exclusively for this much-neglected age group, which has its own unique needs. The need to look good, to smell good and to make the right choice for their bodies.

“Generation Z is a smart and conscious bunch of kids. They can think for themselves and know what’s good for them and what’s not. So far, the market hasn’t offered them much in terms of products that target their age group to help them overcome the challenges of the wonderful voyage between childhood and adulthood. It’s important to them how they look, smell and feel and we want them to know that SUPER SMELLY understands them and is that one friend they can always rely upon. What makes it even better, is that it’s completely safe to use!” says Dipali.

The brand looks young and attractive using vibrant colours and fun illustrations that the target group can connect with. The name itself yells out quirky, witty and self-assured. It hopes to ensure that its young people smell and look awesome, stand out from the crowd and feel confident enough to show their unique ‘super’ self.

Dipali adds, “We want to ensure that this generation and the next don’t end up smelling like parabens, toxins and chemicals, but of naturally sourced ingredients...of super ingredients like tea tree, witch hazel, aloe-vera and so much more!”

SUPER SMELLY gives parents the choice they never had. To never have to choose between safe and effective for their children.