India, July 7th, 2026 : UNFLTRD announces the launch of almost blended™, a cushion blush created for consumers who want effortless colour without the mess, tools, or time commitment of traditional formats.
Blush has long been a staple in beauty routines, but reapplying it on the go remains inconvenient. Powder formats often require a brush and mirror, while cream and stick formulas can feel less practical for quick touch-ups outside the house. With almost blended™, UNFLTRD set out to rethink the experience from the format up.
Created for people constantly moving between work, plans, commutes and everything in between, almost blended™ combines the blush, puff applicator and mirror into a single compact designed to simplify application.
The cushion format dispenses pre-blended pigment that blends directly into the skin using the built-in puff, reducing the need for additional tools and making touch-ups faster and more intuitive. The result is a dewy, skin-like flush designed to look seamless rather than overly made up.
Developed over approximately six to seven months, the product focused heavily on one challenge: creating a formula that blends effortlessly on contact while maintaining performance throughout the day.
Designed with Indian conditions in mind, almost blended™ is formulated to hold up through heat, humidity and long days without turning patchy. The finish is intended to feel silky and fresh while maintaining comfortable wear.
The formula also incorporates skincare-forward ingredients including niacinamide, squalene, hyaluronic acid, shea butter, jojoba oil, licorice root extract, rose extract, vitamin E, balancing colour payoff with everyday comfort. The blush is designed to wear for up to 7-8 hours while maintaining its natural-looking finish.
Commenting on the launch, Ghazal Gupta, Founder, UNFLTRD, said: “I’m noticing the Indian woman’s routine evolving to ‘being always on the go’. and their skincare’s gone from 12 steps to 3, but somehow makeup still remained as artistry. That’s the gap we wanted to close with unfltrd’s ‘almost ready™ and almost blended™’ range . Just a few dabs, already blended, and you’re done. perfectly on-the-go friendly, without staining your fingers. at unfltrd, we’re building makeup that looks great, feels like skin, and finally keeps up with your life.”
To extend ease beyond application, the integrated puff is washable and reusable, making the compact suitable for repeated daily use. For UNFLTRD, almost blended™ represents more than a new category launch. It reflects the brand’s larger philosophy of creating products around how Indian consumers actually live, prioritising convenience, thoughtful formats and beauty that fits into everyday life.
With almost blended™, UNFLTRD continues to build products that make getting ready feel simpler, faster and more intuitive.
almost blended™ cushion blush is now available.
About UNFLTRD :
unfltrd is a skincare-led makeup brand created with a simple but often overlooked belief beauty should look and feel like real skin. Built specifically for Indian women, the brand is reimagining colour cosmetics through products designed around Indian undertones, textures and everyday routines rather than adapting global formulations to local consumers.
Positioned as “beauty built for brown skin”, unfltrd exists to challenge long-standing beauty standards shaped by filters, fairness ideals and limited shade representation. Instead of approaching inclusivity as an extension of product development, the brand places Indian skin at the starting point of formulation.
At the heart of unfltrd’s philosophy is the idea that makeup should feel comfortable, breathable and effortless while still delivering performance. The brand’s approach combines skincare-first thinking with lightweight textures and undertone-correct formulation to create products that feel like skin rather than coverage.
