Super Smelly is a conscientious skincare and cosmetics brand meticulously crafted for the new generation. It offers naturally derived, 100% toxin-free personal care products for teenagers. Every formulation ensures each product meets the highest safety standards. Furthermore, Super Smelly rigorously tests every product clinically and dermatologically. Certified as ‘Toxin-Free’ and ‘Made Safe’ by Safe Cosmetics Australia, many of the products also bear the coveted ‘Vegan’ certification, with none subjected to animal testing.
The brand’s mission is to empower teens, instilling confidence in their body image and individuality during the pivotal years when they are shaping their self-identity and learning to think independently. Super Smelly aims to disrupt the cosmetics industry by offering products aligned with the intelligence and independence of its young consumers.
Leveraging colors and playful illustrations, Super Smelly connects with its target audience. The brand’s name itself exudes a cheeky, witty, and unapologetically confident vibe. In essence, Super Smelly embodies fun, fearlessness, and creativity—offering a refreshing, adventurous alternative to the cosmetics landscape with its toxin-free ethos.
In an exclusive conversation with The Interview World at the Super 40 Digital Natives Summit & Awards 2024, organized by ObserveNow Media, Dipali Mathur Dayal, Co-founder and CEO of Super Smelly, delves into how she masterfully balances sustainability with affordability in cosmetics. She shares invaluable insights on the rise of toxin-free cosmetics among Gen Z in India, teases upcoming product launches, outlines her expansive long-term vision, and offers a witty yet inspiring message to aspiring women entrepreneurs. Here are the highlights from her enlightening conversation.
Q: Can you shed light on Super Smelly’s standout toxin-free product range, and how the brand balances sustainability and affordability in an increasingly competitive cosmetics market?
A: At Super Smelly, we craft toxin-free skincare and cosmetics beyond mere product formulation. We prioritize sustainability at every level of product manufacturing. For any truly responsible skincare brand, sustainability is an integral fabric of its ingredient narrative, and that’s precisely what drives our innovation.
First and foremost, we committedly focus on getting our ingredient story right. Our toxin-free deodorant sprays, for instance, carry fragrances crucial to the experience. But we don’t settle for just any fragrances—we exclusively use materials compliant with the International Fragrance Association (IFRA). This certification ensures that the fragrances we select are not only non-toxic for human use but also safe for the environment. These IFRA-approved fragrances are biodegradable and do not contribute to harmful environmental impacts, like ozone depletion.
Secondly, our ingredients undergo rigorous scrutiny and are verified by the Environmental Working Group (EWG), ensuring they are safe for both human application and the planet. In fact, from the ground up, we design products to be gentle on the skin and earth-friendly.
The third cornerstone of our process is certification. Once we perfect formulations we seek certifications from Safe Cosmetics Australia, a highly respected authority that evaluates the environmental safety of our products. This additional layer of certification underscores that our formulations are toxin-free and eco-friendly at every stage.
Beyond our formulations, we extend our commitment to sustainability through our packaging choices. While skincare products can carry a higher price point due to their quality, we mitigate the environmental impact by ensuring our deodorant cans are fully recyclable. Additionally, approximately 80% of our packaging is reusable, biodegradable, and designed with eco-friendliness at the forefront. This holistic approach means that we staunchly focus on sustainability without compromising quality or performance from the product inside to the packaging outside.
Q: How do you perceive the growing adoption of toxin-free and eco-conscious cosmetics in India, particularly among younger consumers who are increasingly prioritizing sustainability?
A: It’s been quite the journey, to say the least. A decade ago, it was incredibly challenging to connect with the right audience for products like ours. But the tide began to turn during the COVID era. People got attuned to environmental responsibility and personal health. The shift in mindset was palpable. Parents hesitated to spend extra on their teens. However, they were more than willing to invest in healthier, safer options for their children. Since we cater to the younger generation this shift worked in our favor.
That said, it hasn’t been an overnight, meteoric rise—our growth has been steadier than exponential. However, we notice an encouraging trend, with more brands entering this space, from new mom-focused lines to broader eco-conscious players. The market is increasingly gravitating towards toxin-free, sustainable products. Excitingly, we witness this shift in consumer behavior, particularly here in India.
Q: Could you share insights into any new products or innovations you are introducing in the coming years?
A: While I’d prefer to keep this under wraps, the color cosmetics market is poised for an extraordinary surge. Approximately 40% of our population are Gen Z and Millennials. They are entering their prime earning years. From this vantage point, it’s clear that color cosmetics will experience remarkable growth.
Q: How do you envision the future of Super Smelly over the next 5 to 10 years?
A: I envision Super Smelly becoming the definitive name in toxin-free cosmetics for the next generation. Moving toward that goal, we aspire for our brand to achieve nationwide recognition and ultimately establish a global presence. We’ve already made efforts to penetrate the U.S. market through Amazon. As the world continues to unify, we are driven by the ambition to expand our footprint on a global scale.
Q: What overarching message would you like to convey to women entrepreneurs in this country?
A: The allure of entrepreneurship is undeniably glamorous, captivating us all to partake in its journey. However, failure far outweighs success in this realm. While embarking on the entrepreneurial path, one must cultivate a mindset to accept more setbacks than triumphs.
