A NOTE FROM THE FOUNDER
"ever gone to to an online makeup store and searched the word foundation? do you read the words “faux filter” “pro filter” “filter finish” “flawless finish” “photofinish”.
well, i did, and it felt like i didn’t belong here.
because no matter how much makeup you put on your face, it’s never EVER going to look like the girl on a magazine cover. (no shocker, because today we all know those photos are airbrushed.)
but that is exactly where unfltrd exists."
- love,
unfltrd was born from real conversations.
conversations about women who could never find their right shade in base makeup.
we spoke to 1000+ women online and 150 women offline to figure out exactly what they wanted in their hearts. we built this together, testing, swatching, naming, getting it right.
and you told us you want an everyday product that lets your skin look like itself. just make you feel a little prettier :)
the shade matching workshop
we brought 50+ shades into a room with 150 indian women, ages 15 to 50+, who'd never found their exact match.
what came out was 12 undertone-corrected shades for indian skin, each one named from stories and personalities shared in that room.
this workshop is also how we became the first and only brand in India to launch 100% redeemable shade testing kits
you told us that the BIGGEST problem you face with buying foundations online is that it’s always a gamble on the shade. and you wish there was a way to swatch shades at home before buying a full-size product (just like you do in makeup stores, but it's not always feasible to go to a store).
hence we launched: india’s first 100% redeemable shade matching system. you can literally test the shades at home, use the mini bottles on the go, test them for a while, and whenever you’re ready to get the full-sized product, you can redeem the entire price you paid for the kit! that’s how we built the first FREE foundation shade matching system in India.
our values