The best minutes of your day.
How two people and two bottles got here.
A couple, a shower, a shelf with two bottles on it.
Smriti Mamgain, founder and CEO.
Over nine years in consumer behaviour and brand building for John Jacobs Eyewear, Andaz Delhi and PopXo. She saw a gap in homegrown premium personal care and built SMUSH to fill it: the product, the marketing, the operations.
Sahil Khanna, co‑founder, growth.
Over twelve years building high-growth businesses across Asia, most recently General Manager, Asia and Latin America, at Sun King, with 300-plus distributors and 40,000-plus retailers in India. Executive MBA in marketing from SP Jain, BBS from Delhi University, early career at Hindustan Unilever. He runs sales, funding and finance.
Even an ordinary Tuesday shower can be a departure.
SMUSH is the ritual that travels with you. Colour, wit, lather with personality, never spa hush.
One shampoo and one body wash, shared by everyone at home. That is the whole shower.
Declutter your shelf.
Two bottles, both made to be felt.
Ape Scalp Coconut Shampoo, the purple one. Sulphate free, so it cleans with a mild cleanser instead of strong detergents, and it still lathers properly. Coconut milk powder, brahmi, argan and amla are on the label. Winner, Product Launch of the Year 2022, Channelier FMCG Awards.
Ape Escape Kokum Body Wash, the teal one. A clear gel built around one ingredient: glycerin, at 35%, listed first on the label, ahead of water, with kokum butter. Skin feels soft, not tight, after the shower.
Sulphate free · Paraben free · Cruelty free · Ethically sourced · Made in India
SMUSH! is a personal care brand from Delhi, India, founded by Smriti Mamgain and Sahil Khanna. The company, Smush Enterprises Private Limited, was incorporated in 2021. The shampoo went on sale in 2022 and the body wash in 2024.
Made in India. Marketed by Smush Enterprises Private Limited, Delhi.
Find us.
- On Instagram, @letssmush.
- On WhatsApp, +91 98110 89194.
- By email, support@letssmush.com.