New Delhi, 14th Oct’24 – BELLAVITA (https://bellavitaorganic.com/), India’s leading beauty and personal care brand is thrilled to announce the launch of its limited-edition teenage perfume range, Rebel. Made in collaboration with Anousha Singi, a 12th grade student at Dhirubhai Ambani International School, Rebel was conceptualised when Anousha identified  a gap in the market. She realised that there are not many brands catering to the beauty and grooming needs of teenagers. That’s when she approached the Management at BELLAVITA to pitch the idea of teenage perfumes.

This collection is designed to capture the spirit, energy, and individuality of today’s teenagers, offering a scent experience that is as vibrant and unique as they are. With BRAT for girls and SAVAGE for boys, BELLAVITA hopes to fuel the dreams of teenagers who have big aspirations with a lot to accomplish, helping them elevate their busy day-to-day lives with premium yet affordable fragrances that smell like the teenage spirit. This exciting collaboration is a new chapter for the brand that has already captured the hearts of many by bringing luxury fragrances at value-driven prices to young men and women.

“As a dancer, I’ve always led a very active life. But my parents didn’t allow me to use super expensive perfumes to keep sweat and body odour at bay. Pocket money is also a major constraint for teenagers and I felt that it would be best to launch a perfume that was heavy on the fragrance but light on the pocket,” says Anousha.

Rebel celebrates the carefree joy and adventure of adolescence. The collection features two distinct fragrances for both girls and boys:

  • BRAT – Unleash your wild side with BRAT Girl, a fragrance crafted for those who live unapologetically. It kicks off with the juicy, bold bite of red apple, giving you an instant burst of playful energy. As it blooms, the heart of peony, rose, jasmine, and carnation creates a floral explosion, balancing soft sweetness with a rebellious edge. Finally, the soft suede base wraps it all up in a smooth, luxurious finish. Spritz on BRAT Girl and embrace your inner rule-breaker, because being good is overrated.
  • SAVAGE: Own your wild side with SAVAGE Boy, a fragrance made for the unstoppable. It kicks off with a sharp hint of lavender and fiery pink pepper, setting the stage for a bold entrance. As it evolves, rich plum and fresh geranium come through, adding depth with a touch of sweetness. Finally, the earthy base of vetiver, cedar, truffle, and oak grounds the scent, leaving a rugged, irresistible trail. With SAVAGE Boy, every spritz is a reminder to break boundaries and live untamed.

BELLAVITA has worked closely with leading fragrance experts to ensure that each scent resonates with the modern teenager. Anousha spearheaded the fragrance selection and contributed to the creative process, resulting in a quirky perfume range for the teens by a teen. But it wasn’t just all fun and games. Anousha came up with the idea to launch these perfumes as her parents didn’t allow her to use expensive and harsh perfumes while growing up.

“We wanted to create a collection that not only smells incredible but also speaks to the individuality and creativity of our teenage customers,” said Lovkesh Kapoor, CEO & Board Member of Guardian Group. Rebel is all about self-expression, and we’re excited to see how teenagers make these fragrances their own,” added Kapoor.

Rebel is a limited-edition range that will be available exclusively on BELLAVITA’s official website. Each fragrance comes in a beautifully designed, collectible bottle, making it a perfect addition to any teen’s collection or as a thoughtful gift. The design language is vibrant and quirky, making it different from the perfumes BELLAVITA has launched in the past.

As part of the launch, BELLAVITA plans to offer exclusive behind-the-scenes content on social media, where customers can explore the inspiration behind the collection, meet the team of perfumers, and engage with influencers who are already raving about these new scents.

For media inquiries, please contact:

Amrita Singh, amrita.singh@idamwellness.com, +91 98187 66037

About Bellavita:

BELLAVITA is a leading Beauty & Personal Care company headquartered in Gurgaon. Founded in 2018 by Aakash Anand, Bellavita is the market leader for perfumes in India. It has fast emerged as the preferred fragrance-forward brand on the back of its strong product development, local manufacturing & quality-consciousness. BELLAVITA, housed under the Guardian group, was acquired by Ananta Capital in 2021 through a mix of primary cash infusion & secondary stake sale.

About Ananta Capital:

Ananta Capital is a private equity firm headquartered in Mumbai. With a diverse portfolio and a track record of successful investments, Ananta Capital is committed to partnering with visionary entrepreneurs to unlock value and drive sustainable growth. Ananta Capital’s portfolio includes Bellavita, Bevzilla, BetterAlt, Springwel Mattresses, Sleepycat, Open Secret, Pickrr (exited) and Stovekraft.

About Anousha Singi:

Anousha Singi is a 12th grade student at Dhirubhai Ambani International School. She has been a kathak dancer since the age of 8. While growing up, she realised there was no perfume available for girls that was safe and lasted long. She discovered a gap in the market and so approached the Management of Bellavita to pitch the idea of teenage perfumes.

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