Personal care is built on trust. You’re asking people to apply something on their body to look and feel better. It’s also a space where misinformation is rampant, causing people to make choices that aren’t in their best interests.
In this very interesting piece, Shaonie Maitrra goes under the surface to unpack some myths, half truths and the driving force behind her brand Untam3d.
“I did not want a routine. She did not have time for one. That gap became UNTAM3D.”
a)UNTAM3D began as a conversation between you and your sister. What was that moment really about?
It began with frustration.
For years, I was the one asking my elder sister what to use for what skin concern. I resisted skincare as a child. My mother and sister made sure I followed some version of it, lovingly or forcefully. As I grew older, I began to see what inconsistent self care looks like.
At the same time, my sister had gone to the other extreme. She had the routine, the recommendations, the must haves. Her dresser was full of products, most unopened, waiting for one fine day.
That day never came. We realised we were living two versions of the same problem. I did not want a routine. She did not have time for one.
The market was full of steps. What we could not find was simplicity.
That gap became UNTAM3D.
“In beauty, layering has become the norm. We chose compression instead.”
b) Your father has spent decades in pharma. How has that shaped how you build?
His influence is foundational.
He shaped four non-negotiables for us:
Keep it simple, stay close to feedback, take calculated risks and never compromise on clinical quality.
In beauty, layering has become the norm. We chose compression instead.
We do not offer routines. Rather, we offer one product as a substitute for a routine.
Our consumer research across 2023 and 2024 revealed something powerful – more steps do not mean more beauty.
That insight changed everything for us.
“Mumbai is deeply professional. That energy builds clarity.”
c) UNTAM3D is built out of Mumbai. Would the brand feel different if it were born elsewhere?
No. We grew up across different cities because of our father’s transferable job. Home was never a place. It was our family.
Mumbai did not shape the idea. It sharpened the execution. The city is deeply professional. Everyone is building something. That energy forces clarity. It does not let you get complacent.
Healthy competition makes you precise.
Shaonie with her team
“When your product performs beyond your claims, that is a turning point.”
d)What has been the most defining moment so far?
The early feedback.
One user told us that our serum visibly improved the texture of a smoker’s skin. That was not even a benefit we had positioned.
When your product performs beyond your claims, that is a turning point. Later, a structured sampling exercise gave us external validation. But those first unsolicited messages were surreal.
They told us the compression model was not just conceptual. It worked.
“Safe chemistry is not the enemy of skin health. Not everything natural is safe, and not everything synthetic is harmful.”
e)The beauty category is crowded and constantly evolving. What challenges are specific to this space?
Three stand out:
-Compliance
Coming from healthcare, we do not treat regulation as optional. India has defined labelling, declaration and packaging rules.
In beauty, marketing often moves faster than regulation.
For us, compliance is not paperwork. It is consumer respect. If you read labels carefully, you can immediately tell which brands are disciplined and which are not.
-The natural illusion
Consumers today are more ingredient aware than ever. That is a positive shift. But there is confusion around terms like natural and vegan.
If something is literally one hundred percent natural without preservation, it will deteriorate quickly. Even fruit does not last.
Stability, safety and shelf life require formulation science.
Safe chemistry is not the enemy of skin health. Not everything natural is safe, and not everything synthetic is harmful.
-COD Economics
Online retail in India is still a small percentage of total retail. COD remains significant.
If you remove COD, you lose genuine customers. If you keep it, you increase return to origin risk.
For early stage D2C brands, this directly impacts cash flow and working capital.
It is a structural tension that most consumers never see.
“Theobroma is a brand from Mumbai I admire as they focused on making one product exceptional.”
f) Is there a Mumbai brand you admire?
Theobroma.
They started with one store in Colaba. They focused on making one product exceptional and built brand memory before they built scale. That clarity is powerful.
Our ambition is similar. We want UNTAM3D to become synonymous with anti-routine skincare. Effortless, intelligent and minimal.
“If you show up consistently, deliver value and stay resilient, Mumbai respects effort.”
g)What is a myth about building from Mumbai?
That it is cutthroat. It is competitive, yes. But it is also meritocratic.
If you show up consistently, deliver value and stay resilient, the city respects effort.
It does not reward overnight noise. It rewards sustained work.
h) When hiring at UNTAM3D, what matters most?
Ownership. Reliability. An enterprising mindset. Comfort with ambiguity.
Startups require clarity without complete information.
“Skincare does not need elaborate steps, it needs commitment.”
i) If UNTAM3D becomes what you envision five years from now, what would it have changed?
It would prove that good skin doesn’t necessarily mean an elaborate routine , one can have good skin if they have climate aware formulations .
That compliance, consistency and forming habits are possible when the process is simple
And perhaps something bigger – it would prove that beauty can be untamed.
You can check out Untam3d’s products here
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