Unfltrd by Ghazal Gupta, a next-gen Indian beauty startup founded by 24-year-old entrepreneur Ghazal Gupta, has officially debuted with the launch of its first product, the Almost Ready™ Cushion Foundation. Designed for Indian skin and co-created with Indian women, the product is built on real consumer insights and data.
Lightweight, skincare-infused, and buildable, the cushion foundation is crafted to withstand long commutes, impromptu outings, and humid Indian weather—all while delivering breathable, radiant coverage.
“To me, makeup isn’t about hiding imperfections, it’s about feeling like the best version of yourself,” said founder Ghazal Gupta. “That’s why we wanted to create makeup that works with skin, not against it.”
Community-Built, Shade-True Innovation
Unfltrd’s launch is rooted in collaboration rather than convention. In July 2025, the brand hosted India’s first-ever shade-matching workshop in Mumbai, bringing together over 150 women to test 150+ swatches, 50 shades, and 6 correctors. Their feedback directly shaped the debut shade map—12 undertone-true shades designed for Indian complexions, with more in development.
To honor its community-first approach, Unfltrd also gave early supporters exclusive access. Beginning September 6, select Instagram followers received a password-protected link to shop the foundation ahead of the public release—a gesture of gratitude to the women who co-created the brand’s journey.
Beyond Makeup: A Retail Movement
Unfltrd aims to transform beauty retail in India. Despite inclusivity becoming a global industry buzzword, most foundations available remain imports designed for Western skin tones. A 2024 Mintel study revealed that only 12% of Indian women find an exact shade match with current offerings. Unfltrd flips this model—building products from Indian undertones up, with data-driven development and in-store shade matching to make finding “your shade” effortless.
With proof of concept established in Mumbai, Unfltrd now plans to scale nationally, backed by its experiential retail model and expanding product pipeline—always designed hand-in-hand with its community.
