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The brand reimagines grooming through intelligent, multi-functional formulations designed for modern, active lifestyles
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The first wave of the Unbound Brotherhood is already forming at unbound-lifestyle.com
Unbound is entering India’s rapidly evolving men’s personal care market with a philosophy that challenges how the category has traditionally been built. The brand has raised INR 8 crore in funding, led by Fireside Ventures, as it gears up to launch its first range of products across skin, hair, and body care.
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Kanika Mittal, Co-Founder and CEO & Atul Arora, Co-Founder & COO of Unbound
At the core of Unbound lies the idea of Zero-Step Self-Care. Instead of encouraging layered routines or single-problem solutions, the brand focuses on engineering high-performance formulations that combine multiple functions into one seamless experience. The approach is rooted in simplifying grooming without compromising on efficacy, making it more intuitive and time-efficient for modern consumers.
India’s men’s personal care market has largely been shaped by basic hygiene offerings or adapted versions of broader beauty products. However, evolving lifestyles are beginning to shift this narrative. A new generation of men is increasingly engaging with fitness, outdoor activity, and high-performance routines, creating a demand for products that are not just functional but also adaptive.
Unbound is being built for a life in motion, with a product philosophy centred on multi-functional care that addresses everyday stressors like sun exposure, sweat, pollution, and hard water. Through consolidated, performance-driven formulations enriched with premium ingredients, the brand aims to simplify men’s self-care into a streamlined, high-impact routine. Designed specifically for men’s unique needs—such as higher sebum production, thicker skin, and greater environmental exposure—it delivers targeted and effective care.
Speaking about the brand, Kanika Mittal, Co-Founder and CEO of Unbound, said, “At its core, Unbound is about freedom. The brand is built on a simple belief that men are more than the roles they are expected to play, and that self-care can be a powerful expression of that freedom. Our research showed that men feel most like themselves when they are immersed in activities they love, whether it’s sport, fitness, or pushing their limits. That insight became the starting point for Unbound. We are extending this idea of liberation across every aspect of the brand—from the moments that matter most to men, to freeing them from sub-par products and unnecessary complexity. At Unbound, everything is designed to enable men to care for themselves without friction, so they can live fully, freely, and in motion.”
Atul Arora, Co-Founder and COO of Unbound, added, “Unbound is being built as more than just a personal care brand. Men’s grooming in India is evolving from basic hygiene to more considered self-care, and we see a clear whitespace for a brand that brings together scientific credibility with a premium, lifestyle-led identity. Having Fireside Ventures partner with us at this stage is incredibly meaningful, given their experience in building some of India’s most iconic consumer brands. This funding allows us to scale responsibly, accelerate product innovation, strengthen brand building, and expand our digital-first distribution across India.”
Prayag Mohanty, Principal who leads Early Venture investments at Fireside Ventures, added, “The men’s personal care category in India is entering an exciting phase of evolution, moving beyond basic grooming to performance-led skincare solutions. Unbound stands out for its clear philosophy of simplifying grooming while delivering high-efficacy formulations designed for modern lifestyles. We feel Kanika and Atul, who come with deep domain expertise and very complementary skillsets across brand building, growth, consumer insight, and product development, are best placed to address this large, growing consumer segment. We believe the brand sits at a compelling intersection of performance and self-care, and we are excited to partner with the team as they build a differentiated offering in this fast-growing category.”
