No risk, no snooty: Nose strips for children

Munich Startup: What does your startup do? What problem do you solve?

Mirjam Hadwiger: Snooty is the first lifestyle brand for child-friendly nose strips, combining great design, function, fragrance, and a ritual in one product. We use ergonomically optimized nose strips that, thanks to their perfect fit and gentle lifting of the nostrils, can ease nasal breathing. We also feature five endearing characters and use child-friendly fragrances made from 100% certified organic essential oils. Children can use them playfully, wear the nose strips willingly, feel better, and parents can breathe a sigh of relief.

From a scientific perspective, a scent combined with nasal breathing directly affects the limbic system and can thus quickly regulate emotions by, for example, calming, focusing, or preparing for sleep. Therefore, our Snooty scent editions, which we consciously developed for children, are not merely "decorations" but have a logical effect.

Munich Startup: But that's been around for a long time!

Mirjam Hadwiger: True, there are technical nose strips. But these products have been rather neglected so far – focused on functionality, medicine, and lacking emotion. What's missing is a brand that thinks through to the end. A child-friendly fit, a great scent, storytelling, a pleasant feel, collectable elements like our five Snooty characters, and an experience when wearing and unboxing them. We haven't reinvented the wheel; we've optimized it and developed it into an emotional category. Snooty fills precisely this gap: a product and a ritual of use that appeals to both children and parents.

The idea behind Snooty

Munich Startup: What is your founding story?

Mirjam Hadwiger: Short and sweet: my son Charlie, just five years old at the time, had a slight cold and absolutely refused to use nasal spray. One evening, I cut up an adult nasal strip, stuck it on his nose, and suddenly there was peace and quiet. If it can help that simply, I thought, why isn't there anything children actually like to wear? I searched and found nothing that Charlie would wear willingly, that was emotionally appealing, and that appealed to children. From this small, everyday moment, Snooty was born—the idea of transforming a simple aid into a loving ritual with fun characters, scent, and design.

Munich Startup: What have been your biggest challenges so far?

Mirjam Hadwiger: The biggest challenge wasn't the product itself, but the shift in perspective. After more than 20 years in the high-fashion industry, I was used to strategically positioning brands and developing talent internationally. With Snooty, I stepped fully into the role of product developer and brand architect for the first time, including production, certifications, supply chains, fragrance development, intellectual property rights, and financing.

A physical product means that every decision has consequences. Material, fragrance composition, packaging, logistics, cash flow—everything is interconnected. Furthermore, we're building a new category. This means we not only have to sell, but also explain. And that's precisely what I love. I don't see challenges as obstacles, but as drivers of growth. And perhaps that's my greatest strength: I think big, but I work with meticulous attention to detail.

Munich Startup: How are things going?

Mirjam Hadwiger: We've been on the market since January 2026 and have only been live for a month, yet we're very pleased with the launch: hundreds of Snooty packages already sold, despite very limited marketing. The feedback from the Nuremberg Toy Fair and early sales confirm the strong interest in Snooty. We sell through our own shop and Amazon, and at the same time, professionals such as speech therapists, dentists, orthodontists, and pediatricians are testing and recommending our nasal strips. Dr. Maren Koch, a dentist, is already a big fan and supports our communication about the importance of clear nasal breathing.

Infobox

Snooty founder Mirjam Hadwiger has been a model agent in the high-fashion industry for over 20 years and has been the founder and owner of MIHA Model Management for almost 15 years. Her work involves discovering and developing models for the international market with renowned clients such as Prada, Versace, Vogue, and Valentino. She founded Snooty in 2025.

Munich Startup: Where would you like to be in one year, where in five years?

Mirjam Hadwiger: Snooty is to scale internationally as quickly as possible, simultaneously launching the Kids and Adult editions. We've discovered a genuine niche, an emotional, lifestyle-driven category of nose strips that is currently unoccupied worldwide. This is precisely where our advantage lies: a combination of design, fragrance, ritual, and genuine function that translates to international success. In short, we aim to rapidly establish market leadership in the DACH region (Germany, Austria, and Switzerland) and then swiftly expand into other markets, simultaneously launching Snooty Kids and Snooty Essence for adults. This is our catalyst.

Where lifestyle meets modernity

Munich Startup: How have you experienced Munich as a startup location so far?

Mirjam Hadwiger: I love Munich. The energy here inspires me. Lifestyle meets modernity and classic values, art meets business. Munich combines all of this: a high-quality network, creative minds, professional service providers, and beautiful nature to recharge in my personal life. After 20 years here, I can honestly say I couldn't imagine a better place to live and start a business. For me, Munich is increasingly becoming the "Silicon Valley of Germany," and I'm very proud to be building Snooty in such a city. And yes, the combination of quality of life and a strong business network is a real advantage.

Munich Startup: Risk or security?

Mirjam Hadwiger: I've been an entrepreneur for many years, and I take calculated risks. No risk, no magic. That's how I developed Snooty: with heart, a clear vision, and the courage to tackle challenges. At the same time, we operate professionally. I've assembled a strong team of experts, covering key areas such as trademark and legal protection, production, medicine, Amazon/operations, PR, and social media. For me, this is a well-thought-out roadmap that reduces risk. You could say: no risk, no Snooty. But it's a conscious, calculated risk, not flying blind.