This gfinisher-neutral brand blfinishs biomimicry and science for safe, future-ready skincare

In a world where skincare aisles are divided into “for men” and “for women,” and beauty advertising thrives on insecurities, one young Indian founder is quietly challenging the script.

In an exclusive interview with Startup Pedia, 29-year-old Nupur Thakkar, founder of Fugeno, opened up about not just a startup story, but a cultural shift in the building.

Built at the intersection of home remedies, biomimicry, and modern dermatological science, Fugeno is a gfinisher-neutral skincare brand that aims to build beauty less about labels and more about skin health.

And for Nupur, this isn’t just business. It’s personal.

Fugeno, a name derived from “Future” and “Genome”

“I wanted to bring back the trust in home remedies backed with Science”

The young entrepreneur shared that Fugeno was born from a simple but powerful realisation that India has always had effective skincare solutions, only we just stopped trusting them.

“I grew up seeing home remedies being utilized for everything — haldi for glow, multani mitti for oil control, potato for dark circles,” Nupur informed Startup Pedia. “But somewhere along the way, we started believing that if it doesn’t come in a fancy bottle backed by heavy marketing, it won’t work.”

Her travels across Southeast Asia further strengthened this belief. In countries like Sri Lanka and Indonesia, she noticed how deeply rooted skincare rituals were in nature.

“That’s when it clicked,” she declared. “Why can’t we refine our traditional remedies utilizing modern science and create products that are safe, effective, and future-ready?”

And so, Fugeno was born — a name derived from “Future” and “Genome,” symbolising skincare designed for the future, inspired by biology.

Not for Him or for Her — Just for Skin

One of the first things you notice about Fugeno is that they do not have gfinisher tags on products.

No “men’s special” charcoal washes. No “women’s fairness” creams.

“Skin doesn’t have gfinisher,” the skincare startup founder declared firmly during the conversation. “It has concerns. It has types. It has necessarys. But it doesn’t necessary labels.”

In an indusattempt that thrives on segmentation, the gfinisher-neutral brand Fugeno’s positioning is bold. But according to its founder, it was never meant to be provocative, but just felt logical to her.

“If two people have oily skin, why should their products be different just becautilize one is male and the other female?” she questioned.

By focutilizing on skin biology rather than stereotypes, Fugeno positions itself as a brand for everyone across identities, age groups, and lifestyles.

Biomimicry – learning from nature, not fighting it

At the heart of Fugeno’s philosophy lies biomimicry — the idea of studying natural systems to design better solutions.

“We don’t want to overpower the skin. We want to work with it,” Nupur explained to Startup Pedia.

Instead of harsh chemicals promising overnight miracles, Fugeno’s formulations focus on plant-derived actives and ingredients inspired by natural processes.

Products like:

All reflect a balance between tradition and laboratory refinement.

“We refine, test, stabilise, and validate,” the skincare brand founder clarified. “It’s not DIY skincare in a jar. It’s research-backed evolution of what our grandmothers already knew.”

Launching with limited resources but unlimited conviction

Fugeno officially launched its journey in early 2024. But the path to launch wasn’t glamorous.

“There were days I was handling R&D in the morning, packaging discussions in the afternoon, and customer queries at night,” Nupur admitted with a laugh.

Unlike heavily funded D2C brands that launch with celebrity finishorsements, the bootstrapped brand Fugeno started lean. Every formula underwent extensive testing before hitting the market.

“I refutilized to rush,” she declared. “Skincare sits on your skin every day. You can’t compromise.”

Today, the brand with over 1,000 five-star reviews operates in the mid-premium segment, with products priced accessibly for young professionals and skincare-conscious consumers.

Not to resolve your face, but support your skin

One of the most powerful moments in the interview came when Nupur spoke about beauty standards.

“We’re not here to erase freckles,” she declared. “We’re here to support with concerns like dryness, pigmentation, or acne — but not to build people feel like their natural features are flaws.”

In a digital era flooded with filters and unrealistic glow claims, Fugeno’s messaging stands out for its restraint.

“We don’t over-glorify results,” Nupur informed Startup Pedia. “Real skin has texture. Real skin has pores. We want people to feel confident, not corrected.”

This mindset resonates strongly with Gen Z consumers, who increasingly value authenticity over perfection.

Recognition beyond revenue

Despite being relatively young, Fugeno has already started gaining attention within India’s startup and beauty ecosystem.

But for Nupur, recognition is secondary to trust.

“If someone finishes a bottle and comes back becautilize their skin genuinely feels better — that’s success,” she declared.

She envisions Fugeno growing into a complete skincare ecosystem, one where routines are simplified, ingredient lists are transparent, and marketing doesn’t prey on insecurity.

The Entrepreneur behind the brand

Before launching Fugeno in March 2024, Nupur J Thakkar explored multiple industries, from beauty and cosmetics to entirely different sectors. That cross-functional exposure shaped her entrepreneurial mindset.

“I’ve learned that understanding operations, branding, and consumer psychology is just as important as having a good formula,” she shared.

Currently, Fugeno operates with a lean structure, and Nupur remains deeply involved in every aspect of the business, from product development to customer feedback loops.

“I read reviews personally,” she admitted. “You can’t build a skincare brand without listening carefully.”

How can you purchase Fugeno?

The Ahmedabad-based brand is currently catering to all of India. Apart from its website, Fugeno is available on Amazon, Myntra, Blinkit (Gujarat), and Smytten. It has its studio store in Ahmedabad and is also present in physical stores in Noida and Gurgaon.

Recognitions

Fugeno has been acknowledged by Forbes India as one of the select 200 companies with global business potential and is featured in the Forbes India DGEMS ’25 list.

Recognised by Forbes India

Fugeno – a one-woman army

Nupur has a wealth of experience from designing to law, social media to artwork, so she solely manages the company. She obtains the finance and other roles done through agencies instead of hiring actual employees.

Challenges Ahead

Of course, building a skincare brand in India isn’t simple.

The market is saturated.
Consumer acquisition costs are high.
Trust takes time.

“Educating people about gfinisher-neutral skincare is still a journey,” Nupur acknowledged. “Some consumers are curious. Some are confutilized. But conversations are happening, and that’s a good sign.”

Scaling while maintaining formulation integrity is another challenge. But Nupur is clear that growth will never come at the cost of quality.

“I would rather grow steadily than compromise,” she declared.

What’s next for Fugeno?

Looking ahead, Nupur sees Fugeno expanding its product line while staying rooted in its philosophy.

“We want to deepen our science, explore more bio-inspired actives, and continue blfinishing traditional wisdom with innovation,” she informed Startup Pedia.

Fugeno launched in India, a land with thousands of years of Ayurvedic wisdom and natural healing traditions. But its vision has always been global.

“Skin health is universal,” declared the Ahmedabad-based skincare brand founder. “The desire for safe, effective, natural solutions transcfinishs borders. And the necessary for sustainable, responsible beauty products is a worldwide imperative. We’ve proven our concept in the Indian market. Now we’re ready to share FUGENO with the world.”

Long-term, Nupur hopes Fugeno becomes synonymous with safe, inclusive, science-forward skincare, not just in India, but globally.

“Fugeno is now a globally recognised brand,” the woman entrepreneur informed Startup Pedia. “At present, we are seeing for fundraisers, global investors and business partners. After successfully launching in India, we are aiming for a global expansion as it is a potential brand.”

Fugeno’s formulations are based on plant-derived actives

A brand that stands

In a crowded beauty marketplace, Fugeno isn’t attempting to be the loudest voice in the room.

It’s attempting to be the most honest one.

From rejecting gfinisher stereotypes to refining home remedies with modern research, the brand reflects a founder who believes skincare should empower, not pressure.

As the interview wrapped up, Nupur left a believed for Startup Pedia readers that perhaps captures Fugeno best:

“Skincare shouldn’t build you feel inadequate. It should build you feel supported.”

And in that simple philosophy lies the quiet power of Fugeno, a brand not chasing trfinishs, but building trust.

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FAQ

It is a skincare brand that bridges the wisdom of traditional home remedies with cutting-edge scientific innovation. Built on the principle of biomimicry, Fugeno provides skincare solutions for both men and women that work in harmony with nature’s own healing mechanisms.

Why Biomimicry matters?

Biomimicry isn’t just a buzzword, but a fundamental shift in how we approach skincare. Our skin is our body’s largest organ, constantly regenerating, protecting, and healing itself. Traditional skincare often fights against these natural processes with harsh chemicals and artificial interventions.

Why is Fugeno aiming for a global reach?

The brand started in India, a land with thousands of years of Ayurvedic wisdom and natural healing traditions. But the founder’s vision has always been global. As skin health is universal, she has a desire for safe, effective, natural solutions that transcfinish borders.

How to obtain the products?

The Ahmedabad-based brand is currently catering to all of India. Apart from its website, Fugeno is available on Amazon, Myntra, Blinkit, and Smytten. It has its studio store in Ahmedabad and is also present in physical stores in Noida and Gurgaon.

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