SMUSH ENTERPRISES (OPC) PRIVATE LIMITED

In their own words

The BPC or the Beauty & Personal Care Industry in India is primarily divided into 3 categories - The Mass, The Semi-Premium and The Luxury. But there is a segment that has been below the radar despite so many new D2C brands coming up recently - The Premium Segment. There are hardly any homegrown counterparts to global premium brands like The Body Shop, Moroccan Oil, Olaplex, Bath and Body Works, etc., that are catering well to the Asian or the Indian skin, scalp or hair types. The needs, priorities and the spending patters of an Indian consumer are evolving, and so is the perception about self care. Self care is now increasingly being viewed as an investment in oneself, which leads to a high priority recurring purchase pattern. Also, we’re living at a time when the environment and our lifestyle have unfortunately increased health issues. One of the easiest and visibly impacted areas is our hair. Hair health issues are among the most common ones in all genders alike, and are starting out at a younger age due to pollution, hard water, stress, chemical hair treatments, COVID, and so much more. These issues take the form of dandruff, hair thinning, excessive breakage, hair fall, dryness, weak roots, excessive frizz, etc After researching these various issues, we concluded that most hair problems are a result of scalp health issues. So instead of looking for individual solutions, we decided to tackle the root cause - the health of our scalp. This gave birth to the Hair Hydration Combo - a combination of our award winning formulation of the Ape Scalp Coconut Shampoo + the Ape Mane Fig Conditioner - to regenerate the health of our scalp and help in improving the hair texture with regular use. So to put it simply - that’s why SMUSH! Our primary goal is to work on effective formulations. Our aim is not to churn out product after product - it is to create products with high efficacy, that deliver more than what they promise to our community.

Written by the company on its public Startup India profile. Not verified by us.