In an exclusive interview with Indian Startup Times, Kanika Mittal, co-founder of Unbound, explained why she set out to build a men’s personal care brand that starts with biology, behaviour and trust instead of generic grooming claims. Her conviction was straightforward: active men need products formulated for male skin and hair, higher sebum and sweat production, more frequent exposure to sun and pollution, and less patience for complex routines but the market was still dominated by one-size-fits-all solutions or overly complicated regimens.

The gap: trust and product fit for active men

Mittal founded Unbound to address a trust and product gap in men’s personal care. The brand targets active men by creating products formulated for male biology, such as higher sebum and sweat production. Unbound positions itself as performance care that celebrates modern masculinity and the free-spirited side of men. For Kanika, the opportunity was not just to launch another grooming line. It was to build a brand that understands how active men actually live, train and work, and then designs products that fit seamlessly into that lifestyle. She is building the company alongside co-founder Atul Arora who brings extensive experience in Omnichannel & Digital commerce across India and the Middle East. Over the years, he has held senior leadership roles at Reebok, Benetton, Namshi and Landmark Group, where he played a key role in scaling e-commerce businesses across sports, fitness and lifestyle categories. His strength lies in building and scaling consumer-focused businesses. 

Zero-step philosophy: condensing benefits, reducing friction

A core part of Unbound’s positioning is its “zero-step” philosophy. Instead of asking men to follow multi-step skincare routines, the brand aims to condense multiple benefits into single, multifunctional products. The approach is designed to reduce friction for men who are unlikely to engage in complex, multi-step regimens but still want effective care.

The name “Unbound” reflects a mission of freedom and connecting with one’s inner self through passion and activity. Products are available pan-India via the company website, Amazon and Myntra, making it easy for consumers across tiers to access the range.

From Reebok and Twitter to men’s performance care

Kanika’s professional background played a significant role in shaping Unbound. Her experience at Reebok helped her understand active consumers and the digital ecosystem of sports and fitness. Her time at Twitter provided insights into social media virality, audience behaviour and the power of micro-moments. These experiences helped her identify market gaps and develop consumer-centric positioning for Unbound. She could see how active men engage with brands, what triggers trial, and where existing personal care offerings were failing to meet their needs. That combination of sports, fitness and social media insight became the foundation for a brand built around performance, simplicity and authenticity.

Building trust through science and transparency

To build customer trust, Unbound co-creates formulations with leading dermatologists. All current products are dermatologically tested and follow a “clean code” that is free from SLS and parabens. The company maintains transparency by publishing all ingredients on their packaging to allow informed consumer choices. For her, trust in men’s personal care cannot be built through marketing alone. It has to be supported by clear science, responsible formulation and honest communication. By working closely with dermatologists and being transparent about ingredients, Unbound aims to give consumers confidence that what they are putting on their skin and hair is both safe and effective.

Community as the core of brand building

Unbound’s brand building focuses heavily on community involvement. The company partners with events such as I Am Game in Delhi and No Parking in Gurugram to reach active audiences in authentic settings. It also plans to participate in major events such as the Ironman Expo in Goa to connect with athletes and fitness enthusiasts who align with the brand’s positioning. On social media, an “Unbound Tribe” page recognizes athletes, coaches and everyday professionals pursuing an active lifestyle. The idea is to celebrate real stories of movement, discipline and passion rather than relying solely on polished advertising. For Kanika, community is not just a marketing channel. It is the environment in which the brand lives and learns.

Funding, product roadmap and resource allocation

Fireside Ventures serves as the primary investor for Unbound, providing both capital and expertise since January this year. Investment resources are prioritized toward product development and team management, followed by brand building. This sequencing reflects a belief that strong products and a capable team must come before aggressive marketing.

Current product offerings include six items across skin (four) and hair (two) categories, with more planned every four to six months. The roadmap is focused on deepening the core range before expanding into adjacent categories, ensuring that each new product solves a genuine need for the target consumer.

Long-term vision: becoming the most loved men’s brand in India

Kanika and Atul are building Unbound as a brand that disrupts personal care for men in India.  That ambition goes beyond revenue or distribution. It is about building a brand that active men trust, recommend and return to as their needs evolve.

Over time, Unbound plans to expand its product range and age coverage while retaining the qualities that define the brand today: performance-oriented formulations, zero-step simplicity, dermatological backing and a community-first approach. The goal is to create a brand that grows with its consumers, from their first purchase in their 20s to their ongoing routine years later.

Why Unbound matters in men’s personal care?

For Indian men, personal care has often been either overly simplistic or unnecessarily complicated. Unbound’s approach biology-led formulations, zero-step design, scientific validation and community engagement aims to turn grooming into performance care that fits real lives. In speaking to Indian Startup Times, Kanika Mittal made clear that Unbound is not trying to be another generic men’s brand. It is trying to become the most trusted performance care brand for active men in India, a brand that understands male biology, respects men’s time and celebrates the free-spirited, driven side of modern masculinity. Mittal’s long-term vision is for Unbound to become the most loved consumer brand for men in India over the next five years. 

Interview By: Sejal Thakur