Smita Vallurupalli is the visionary behind Old School Rituals
Written by: Alvira Dsouza
The Foundery: South Asian Innovators Shaping our World
The world of beauty & wellness is brimming with cultural richness, with ancient wisdom from Africa, Asia, Latin America, and the Caribbean shaping everything from ingredients to rituals. Yet, POC (People of Color) founders often go unseen in the mainstream beauty industry. The Foundery changes that narrative.
Here, we celebrate the visionary entrepreneurs of color transforming beauty, wellness and lifestyle on a global scale. Discover their stories, groundbreaking brands, and the inspiration they bring to the industry. Get ready to be empowered, enlightened, and introduced to the future of beauty – one innovative founder at a time.
Old School Rituals is that brand. It evokes something in you - nostalgic traditions, the deep feeling of authenticity and for South Asian women, it just hits home in a way not many brands can. And that’s because of Smita Vallurupalli, the visionary founder behind the brand.
At The Beautiful Societies, we want to bring you stories of founders who are changing the game so we had to speak to Vallurupalli on what inspired her journey and her future plans for Old School Rituals.
On transitioning to the beauty industry from music
Transitioning from being a musician to founding Old School Rituals felt like a natural move for me—not just in terms of shifting from music to this field. While I was pursuing my music career, I also started a couple of businesses. One of the most significant and scalable ones was Bubbles, a chain of salons and spas across Andhra Pradesh and Telangana.
I began that first business when I was about 20 or 21. Back then, there weren’t many products or salons in the market; it was quite limited and more of a luxury. Although our service menu wasn’t as extensive as it is now with over 150 services we paid close attention to every detail, especially the products we used on skin and hair. I was eager to learn how these products were made, what ingredients they contained, and whether they were safe.
This curiosity led me to seek out pure, clean products, and I developed an eye for emerging skincare and haircare brands that ultimately grew and scaled successfully.
Finding a gap in the market
As I experimented and explored the industry, I noticed a significant gap. There was a rich heritage of old rituals passed down by our ancestors, and I felt there was ample opportunity to revive them. These rituals are undoubtedly pure, healthy, and crafted with great care.
We decided to take action. We began experimenting at home and gradually developed a product line for treatments at Bubbles. Over 200,000 customers tried our products even before we officially launched them, which I believe sets Old School apart from other brands—our extensive testing and customer feedback.
The most challenging aspect of being a founder
Building this brand has been both challenging and rewarding. We faced numerous barriers entering a market flooded with products claiming to be Ayurvedic, natural, or organic. It’s crucial not only to differentiate ourselves but also to effectively communicate what makes us unique and what it takes to bring each product to customers.
Every formula was created in-house; we didn’t just outsource the work. We meticulously sourced the purest raw materials and explored various methods for simplification. Ultimately, we realised that maintaining authenticity and purity was the best approach. Our manufacturing process is significantly more detailed than that of most brands available today.
The most rewarding aspect
Yes, it was challenging, but the most exciting part is when customers share their experiences. They often mention benefits we hadn’t anticipated. Hearing that our products have helped someone in unexpected ways is incredibly fulfilling.
People describe our brand as luxurious and pure. The stories, the packaging, and the effects of our products all contribute to this perception. It’s a bit like giving birth; while the process can be painful, the joy of seeing your creation thrive makes it all worthwhile. It has been an incredibly challenging journey, but also immensely rewarding. I truly believe this is just the beginning for us.
Preserving Ayurvedic Rituals
One of the cherished rituals passed down through generations is the use of ubtans, where we oil children's bodies and mix a special powder with milk and saffron to create a paste. When applied to the skin, it dries and helps remove layers of dirt. This was a popular ritual in my childhood, especially during festivals.
“We also believe in aura cleansing, which varies by household. Some people use salt, while others may burn fabric or paper. At Old School, we offer unique blends of salts designed for aura cleansing, and many of our customers can’t finish their bath without using our aura-cleansing salts.”
We also believe in aura cleansing, which varies by household. Some people use salt, while others may burn fabric or paper. At Old School, we offer unique blends of salts designed for aura cleansing, and many of our customers can’t finish their bath without using our aura-cleansing salts.
This tradition of body care has been preserved at Old School, allowing us to share these unique products with everyone.
On launching the Brindavanam
To me, Old School Rituals is more than just a skincare brand; I envision it evolving into a lifestyle brand. Yes, we’ll continue to develop our product line and invest in research and development, but we’re also excited about our Old School Brindavanam, a space where you can pamper yourself.
In our Brindavanam, we offer unique services, sell crystals, and provide energised crystal therapy rooms. When you step inside, you feel transformed, as if your burdens have lifted. People often look forward to returning.
We’ve launched our first Brindavanam in Hyderabad, which is thriving, and we plan to expand to Goa, Chennai, and Fort Kochi. I also hope to introduce these spaces in other countries, as I believe Old School, while rooted in Indian tradition, has a place in the global market.
