✦ Our story · Est. 2022

A holiday
in your shower.

SMUSH! is a founder-led self-care house built in India on one small, stubborn idea: the best minutes of your day are already sitting in your bathroom. They just deserve better company.

Two founders Made in India Cruelty free

★ The people behind SMUSH!

Two careers. One bathroom shelf.

A power couple splitting one brand down the middle: she makes it, he makes it work.

Smriti Mamgain, founder of SMUSH! ★ Founder

Smriti Mamgain

Products · Marketing · Ops

Smriti spent a decade running the brand side of premium consumer experiences: a prominent Indian eyewear label, a celebrated hospitality brand, a beloved women’s digital media platform. After one too many bottles promised everything and delivered fragrance, she built the personal-care brand she actually wanted to use. At SMUSH! she leads products, marketing and operations. Every formula, label and parcel passes through her hands first.

Sahil Khanna, co-founder of SMUSH! ★ Co-founder

Sahil Khanna

Sales · Distribution · Finance

Sahil spent over a decade building consumer businesses across Asia and Latin America: the early discipline of a global FMCG house, then eleven years scaling a renowned solar multinational as a P&L leader. At SMUSH! he runs sales, distribution and finance. The quiet machinery that lets a small brand keep big promises.

Two careers. One bathroom shelf. One stubborn standard for what self-care should feel like.

✦ Watch our story

The why

Fewer products, made properly.

Most bathroom shelves are crowded with promises. Ten bottles, each doing a tenth of a job. SMUSH! launched in 2022 to do the opposite: a short line of essentials, built on years of formulation before a single bottle was sold.

Raw botanical ingredients laid out before formulation ✦ Botanicals, not buzzwords
A slow scalp massage in the middle of the shower ritual ✦ The best minutes of your day

Scalp first

Start where hair actually starts.

Our first product was a shampoo built for the scalp, not just the strands. Massage it in, take your time, and you have the whole philosophy in one ritual: a shower can be a chore, or it can be a holiday.

We keep voting holiday.

“It often seems like we have overcomplicated our lives. In this chaos, it feels good to keep some things easy. Like self-care. That’s why we work on being simple, straightforward and effective.”

Smriti & Sahil · Founders of SMUSH!

The road so far

Small brand, honest milestones.

2022

SMUSH! launches

After years of formulation, the coconut shampoo goes live. One product, one apartment, one stubborn standard.

2022

Channelier FMCG Awards

An early industry nod for a very young brand.

2025

iStart, Govt of Rajasthan

Funded under the iStart startup programme of the Government of Rajasthan.

2026 · Next

Back in September

The fig conditioner returns as a richer 100ml formula. We would rather relaunch it right than rush it back.

✦ The next chapter

That’s our story.
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SMUSH! ✦ Designed in India ✦ Est. 2022