but have we ever truly seen a reflection of ourselves?

the beauty narrative has generationally pushed us to fit into a certain box (or circle). but what if beauty wasn't about achieving a certain look, but 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 created for skin that looks like real skin.

we’re building makeup for skin that creases, sweats, breaks out, and tans.

every part of our brand reflects this thought. our product packaging is designed as a rebellion against perfection. perfectly imperfect by design, just like the raw, authentic, unfiltered version of you and us.

and most importantly, we recognise the diversity that exists across India and believe makeup should be born from that diversity. there is no one kind of brown that can define indian skin, and the world shouldn’t be trying so hard to define it. it’s the nuances between undertones and overtones that make indian skin so diverse. it’s also what makes building our own space in the beauty industry both challenging and so worth it.

everything at unfltrd starts with you.

every product we launch is co-created by our community. we started this tradition with our first product in 2025: the Almost Ready™ Cushion Foundation. 150+ women in a room that told us their frustrations around diversity in the base makeup category and built a shade range alongside our founder.

we don’t like to think of ourselves as a brand building a community, we are a brand being built BY the community.

welcome to the unfltrd circle.

one question we also asked ourselves was: why isn’t all beauty packaging refillable?

short answer: it’s complicated.

longer answer: it doesn’t have to be this complicated.

refill systems require different product architecture, supply chains, and packaging design. we chose to start building our brand around these things instead of trying to reverse engineer sustainability.

base makeup is meant for you to finish and start again, with the same shade and the same formula because we’re instinctively loyal to our concealers and foundations.

so we made our products easy to be loyal to by making them entirely refillable. so your next order costs less, and we reduce single-use primary packaging at the same time. the system is kinder to your wallet, kinder to the planet.

it’s a small shift, but it changes the the way the industry thinks about our relationship with makeup and the planet.

"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 in those terms used to define base makeup.
because no matter how much makeup you put on your face, it’s never EVER going to look like an instagram model. (we all know those photos are airbrushed!)
but that is exactly why we unfilter your makeup with unfltrd.

un:fltrd is built BY brown skin for brown skin."

- love,