Unfltrd by Ghazal Gupta Launches with the Almost Ready™ Cushion Foundation: Made for Skin That Looks Like Real Skin

There’s a new compact in town, and it’s rewriting the rules of beauty retail. Unfltrd by Ghazal Gupta, a next-gen Indian beauty startup founded by 24-year-old entrepreneur Ghazal Gupta, has officially launched with the Almost Ready™ Cushion Foundation, a product co-created with Indian women, designed for Indian skin, and powered by real data.

Forget cakey coverage and flashback fears. The Almost Ready™ Cushion Foundation is lightweight, skincare-infused, and buildable, made to withstand sweaty metro rides, impromptu plans, and long days without weighing skin down. Infused with niacinamide, hydrating botanicals, and adaptive pigments, it delivers a radiant, breathable finish that looks like skin and feels like you.

“To me, makeup isn’t about hiding imperfections, it’s about feeling like the best version of yourself,” says founder Ghazal Gupta. “That’s why we wanted to create makeup that works with skin, not against it.”

Built with Community, Not Just for Them

Unfltrd isn’t another beauty brand launching with glossy campaigns. In July 2025, the brand invited 150+ women to Mumbai for India’s first-ever shade-matching workshop. Together, they tested 150+ swatches, 50 shades, and 6 correctors, sharing direct feedback on shade gaps, textures, and finishes. That collaborative process shaped the brand’s debut shade map, which launches with 12 undertone-true shades (with more to come).

In keeping with its community-first ethos, Unfltrd also gave its earliest supporters first access. Beginning September 6, select followers on Instagram received a password-protected link to shop the foundation before anyone else, a quiet thank you to the women who helped shape the brand.

More Than Makeup, A Retail Movement

Unfltrd is also changing how beauty reaches shelves. While inclusivity has become a global buzzword, most foundations in India remain imports designed for Western markets. A Mintel (2024) study revealed that only 12% of Indian women find existing shades to be a true match. Unfltrd flips the model building from Indian undertones up, with data from real consumers, and experiences like in-store shade matching designed to make finding “your shade” effortless.

This is just the beginning. With proof of concept established in Mumbai, Unfltrd plans to scale nationally with a data-backed, experiential retail model and an expanding product pipeline always designed hand-in-hand with the community.