Dipali Mathur Dayal, CEO and Co-founder of Super Smelly, Natturel & Kool Pvt Ltd.

“Never be defeated by mistakes, just learn from them.”

A former private banker turned entrepreneur, Dipali Mathur Dayal, is the CEO and Co-founder of Super Smelly—a revolutionary brand in the personal care space. Positioned as India’s exclusive personal care brand designed for Generation Z, Super Smelly stands out as an innovator, offering zero-toxin products, infused with 100% natural ingredients.

Armed with an honours degree in chemistry from Delhi University and a post-graduate qualification in Business Management, Dipali brings in more than a decade of professional expertise as a successful private banker and has worked with esteemed organisations, such as HSBC and Standard Chartered.

Despite her accomplished career in finance, Dipali was always inclined towards becoming a full-time entrepreneur. While the transition wasn’t easy, Dipali courageously took the plunge into a new chapter of her professional journey, and launched Super Smelly in 2018, along with her partner, Milan Sharma.

Talking about the genesis of Super Smelly, Dipali emphasises that it was a “personal need” that inspired the creation of the brand. “As a mother to a tween girl, I felt disheartened by the lack of natural and toxin-free personal care products designed specifically for adolescents and young adults in our country. Unfortunately, the reality was that, due to a shortage of suitable options, India’s youth were unintentionally exposed to a higher level of harmful chemicals compared to any other age group.,” shared Dipali.

Dipali added, “This realisation sparked the inception of Super Smelly. Our mission is to provide a safe and healthy alternative for the younger generation, addressing the critical need for clean and mindful choices in personal care.”

With Gen Z currently representing 40% of India’s population, Dipali envisions Super Smelly as the frontrunner in the market for personal care products tailored to young skin and hair. Super Smelly provides an array of products including spray deodorant sprays, moisturisers, face-washes, face packs, lip balms, and more.

 In recognition of her outstanding contributions, Dipali has also been honoured as Business World’s Choice for ’40 under 40,’ highlighting her significant impact on the business world.

Today, the Delhi-based company has over 200 outlets all over India and has been recognised as one of the Top 10 Retail Start-Ups of 2020-21 by Silicon India and received both the Product of the Year and Organic Beauty Awards in Australia.

Image credit: Ad Tech