ButWhy Launches India’s First Alcohol-Free Designer Fragrance for Pre-Teen Children

ButWhy by Irawell Lifestyle, India’s pioneering personal care brand for pre-teens, has announced the launch of its latest innovation - ButWhy Boujee Perfume, crafted exclusively for young, curious, school-going pre-teens. Available in two vibrant variants, Curious Boy and Curious Girl, the perfumes are 100% non-alcoholic, ensuring complete safety and comfort for children’s delicate skin. The carefully curated, age-appropriate notes deliver an impressive long-lasting fragrance, and early feedback from both parents and kids has been overwhelmingly positive, making this a must-have in every pre-teen’s personal care collection.

Most adult fragrances contain up to 95% alcohol as base, which can be harsh on pre-teen skin. In contrast, Boujee Perfume is thoughtfully formulated to be gentle, safe, and age-appropriate. Developed in collaboration with renowned global perfumers from France and the UAE, Boujee Perfume brings world-class fragrance artistry into an age-appropriate format designed especially for children. Each fragrance is dermatologically tested, long-lasting for 6–8 hours, and created to spark confidence, fun, and individuality among pre-teens entering their expressive years.

Speaking at a launch event at India Kids Fashion Week, Poonam Waghela, Founder of ButWhy and herself a doting mother to a pre-teen daughter, said: “As a parent, I understand the need for safe yet exciting personal care products for children. My own daughter loves using the ButWhy range, which was created to give pre-teens a touch of fun and self-expression with complete peace of mind for parents. We completely sold out on launch day - a definite sign that parents are absolutely loving it and kids can’t get enough!”

Adding to this, Satej Salvi, Co-Founder of ButWhy, said: “Children want to smell great just like their parents! Most adult perfumes though, are formulated with an alcoholic base, which can cause irritation or dryness when used on a child’s delicate skin. With Boujee Perfume, we wanted to create a dermatologist-tested, non-alcoholic alternative that lets children enjoy premium fragrances without compromising on safety.”

With the launch of ButWhy’s Boujee Perfumes, India’s pre-teens now have their own signature scents - helping them smell amazing and embrace confidence at every step of growing up.