I’m Not a Kid Anymore”: How One Mom Turned Her Child’s Curiosity Into a Chic Pre-Teen Personal Care Revolution

For Poonam Waghela, Founder of Irawell Lifestyle, the inspiration behind ButWhy came from a simple yet powerful parenting moment. One day, her pre-teen child picked up a cartoon-covered shampoo and said, “Mamma, I don’t want baby products anymore! I’m not a kid. Why can’t I use fancy shampoos and perfumes like you?” When Poonam explained that adult products weren’t suitable, her daughter simply asked, “But Why, Mamma?” It was clear her child wanted something age-appropriate yet grown-up - a product that matched her evolving personality - while Poonam wanted the assurance of safety and gentleness.

This seemingly small interaction planted a seed in Poonam’s mind. When she started searching for products that met her child’s needs, she realized there was a glaring gap in the market. The personal care industry leapt straight from baby care to adult personal care, leaving out the critical in-between years when children start discovering independence, confidence, and a sense of identity. There were no brands speaking directly to this age group, no products designed with their safety and sense of style in mind.

That’s when the idea for ButWhy took shape: a premium, dermatologically tested personal care brand made exclusively for pre-teens. Poonam envisioned a line that would celebrate this unique stage of life - a time when kids are bursting with curiosity, creativity, and a desire to express themselves.

A Brand Built for Curiosity and Confidence

The name “ButWhy” wasn’t just a clever choice; it was a reflection of the very spirit of the brand. Pre-teens are known for questioning everything, pushing boundaries, and constantly seeking answers. Poonam wanted to channel this inquisitiveness into a positive brand identity. ButWhy is more than just a product line; it’s a movement to empower children to explore, learn, and grow while feeling confident in their own skin.

The products themselves are carefully crafted to reflect this philosophy. Poonam worked alongside a team of global skincare experts, pediatric dermatologists, and perfumers to create formulas that are safe, effective, and age-appropriate. Every product — from the playful bath essentials to kids-safe fragrances and cosmetics - is 100% dermatologically tested, gentle on sensitive skin, and completely free from harsh ingredients that could harm young, developing skin.

And while safety is a top priority, ButWhy is equally focused on fun and design. The bold, vibrant packaging moves away from cartoon imagery, instead leaning into styles that feel “cool” and age-relevant. Poonam wanted every bottle, fragrance, and makeup kit to feel like something a pre-teen would proudly display on their bathroom shelf or pull out of their school bag — because this stage of life is all about self-expression.

A Parent’s Perspective Turned Business Innovation

What makes ButWhy truly unique is that it was born from a mother’s insight, not just market research. Poonam’s journey shows that innovation often begins at home, by paying attention to the changing needs of children. She understood that parents want products they can trust - ones that are safe, high-quality, and free from harmful chemicals - but she also recognized that kids crave ownership and individuality in their choices.

By bridging these two perspectives, Poonam and her team created a brand that speaks to both audiences: parents feel reassured by the safety and science behind the products, while kids feel excited to use something that reflects their growing personalities.

Filling a Gap in a Growing Market

The pre-teen personal care segment is an underserved space in India, and ButWhy aims to pioneer it. As children grow out of baby shampoos and lotions but aren’t ready for adult products, there’s a growing need for a brand that caters to this transitional age group. ButWhy’s launch represents more than just a new product line; it’s the introduction of a new category in personal care.

Already, the brand has rolled out bath essentials, safe fragrances, and kids-friendly cosmetics, with plans to expand into hair care and skincare products specifically formulated for pre-teen needs. Each product has been created with global expertise — fragrances are developed by world-class perfumers from France and Dubai, while skincare formulations meet international safety standards.

More Than Products: A Brand With a Mission

ButWhy’s mission goes beyond creating safe products; it’s about redefining how society views this age group. Pre-teens are often overlooked in branding and marketing, but this is a crucial developmental stage where kids start building confidence, self-esteem, and independence. Poonam wants ButWhy to become a trusted partner for parents and a favorite brand for kids — one that celebrates their curiosity, supports their individuality, and creates a safe space for self-expression.

“We want kids to feel proud of their choices, and we want parents to feel confident that they’re giving their children the very best,” says Poonam. “This brand was built for them — for the fearless, curious, and expressive kids who deserve products designed just for their needs.”

A Bright Future Ahead

Since its launch, ButWhy has already started gaining traction among parents and kids alike. The products stand out in both design and formulation, and early customer feedback has been overwhelmingly positive. With a strong brand story, premium positioning, and a unique focus on an untapped demographic, ButWhy is on its way to becoming a category leader in India’s personal care industry.

In a world where brands often overlook this age group, ButWhy is filling a crucial gap - giving pre-teens products they love, parents peace of mind, and setting the stage for a whole new movement in self-care for kids.

What started with one child’s request has now become a bold new brand with a mission: to empower pre-teens to ask questions, express themselves, and grow with confidence. And that’s exactly what makes ButWhy stand out.