about us

We’ve all seen filtered beauty before.

But how often have we seen a reflection of ourselves? Indian skin that’s dusky, olive, tan, non-tan, and everything in between.    

The beauty narrative has generationally pushed us to fit into a certain box. But what if beauty wasn’t about achieving a certain look, and more about honouring your own?

So we decided to create something that doesn’t ask you to filter yourself to feel beautiful.

un:fltrd is a makeup brand for brown skin, designed to let your skin look like real skin.

Built by a brown girl, tested on Indian skin tones, and shaped by the stories of our community.

un:fltrd is made for brown skin, by brown skin.

To truly understand, we hosted a first-of-its-kind foundation shade matching workshop in India, where we met 150+ women aged 15 to 50+, all with real skin, real stories, and real frustrations.

We brought in 50+ foundation shades, colour correctors, and our lab samples. Together, we swatched, mixed, tested, and found the right undertone matches for almost everyone in the room.

We didn’t stop there. We tested early foundation formulations, picked shade names while sharing stories, and scribbled our brown girl beauty confessions on paper.

so essentially, we didn’t guess the shade range. We actually created it from scratch.

Building something no spreadsheet or AI could ever predict.

This is a foundation for Indian skin made in real rooms, with real brown girls.

We literally built it for brown skin, by brown skin.