FIRST DROP • LIMITED FOUNDER BATCHYour tap water isruining yourhairskinwe built the fix!
Subtle up is hair + skin care engineered for hard water cities like Ahmedabad, Mumbai, Bangalore, Delhi. Join founder's club and lock 10% off forever.
Lock Founder Pricing
10% Off + Free Shipping.
THE SILENT CULPRITIt's not your shampoo.It's your shower.
every Indian metro runs hard water full of calcium, magnesium and chlorine. it strips your hair, clogs your follicles and dulls your skin — no matter what products you use.
Delhi
5x harder than safe limit
Bangalore
calcium overload
Ahmedabad
salt + silica buildup
Mumbai
magnesium build-up
THE SCIENCE, SIMPLIFIEDHow hard water quietly
destroys your hair.
four invisible steps happen every single shower. by month three, you notice it. by month six, you're googling "why is my hair falling out".
Calcium and Magnesium settle on the strand
Minerals cling to your hair cuticle within 30 seconds of contact
Cuticle cracks open
Mineral buildups forces the cuticle to lift - here moisture escapes, Frizz enters
Follicle gets choked
The film of minerals coats the scalp entirely which results in slow growth and weak new strands
Colour + protein washed away
Your shampoo can't lather properly and hence it strips lipids while leaving residue behind
8 WEEKS • REAL USERSThe kind of glow that used to take a salon.
Average results from our 247 person beta in Ahmedabad, Mumbai and Delhi. Unretouched.
FIRST DROP • 3 HERO PRODUCTSWhat early users steal before everyone else.
Mineral Defense Face Serum
Helps prevent hard water damage, visible glow in just 4 days of use
Mineral Clear Shampoo
Uses hard-water stable surfactants to provide rich lather and initial conditioning
Mineral-Lift Gloss Glaze Rinse
Reset treatment used after shampooing to dissolve stubborn mineral deposits
Root-Revive Scalp Tonic
The Caffeine and Rosemary oil stimulates blood micro-circulation to the roots
DERMATOLOGICALLY TESTEDSkincare stole everythingfrom Korean beauty.We stole from Water Treatment Plants.
Our hero molecule binds with calcium and magnesium ions and washes them away - without stripping lipids from your hair making it extremely effective from First Wash.
Co-developed with with people facing real issues with hard waterTested across 247 real bathrooms in Tier -1 metrosBacked by independent Mineral Reduction Report
FROM THE BETA INBOX247 people tried it.231 said the same thing.
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“i moved from chennai to bangalore and lost a fistful of hair in 3 months. one bottle in and my shower drain is finally empty.”
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“delhi water is genuinely violent. this is the first thing that hasn't lied to me. soft hair without the salon dependency.”
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“tested my tap — 780 ppm. my dermatologist literally recommended chelating. nice to have an indian brand that gets it.”
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“the texture of the serum is unreal. one pump, no greasy residue, hair feels like it did before mumbai monsoons happened to me.”
WHY JOIN US6 reasons your future hair willthank you.
10% off forever
Lock in a founder rate that never expires. Yes, even on refills.
Free shipping at launch
Delivered before anyone else can buy
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Early access to every future drop
see new launches before the public does.
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Lifetime restock priority
we sell out. you don't wait.
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Private founders' channel
shape the brand. vote on next drops.
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Free water test kit
first 1,000 signups get a kit to test their tap.
WHY WE EXISTI lost half my hair after moving to Ahmedabad
doctors blamed stress. dermatologists blamed diet. one water test later, the truth was 720 ppm coming out of my tap. nothing on the market was built for this. so we built it.
— Aanya, founderQUESTIONS? ANSWERED!FAQ
first founder batch ships in the coming months. waitlisters get a 72-hour head start before anyone else.
stop fighting your shower.
only 500 founder spots. once they're gone, prices go up, shipping costs money, and you're back to scrolling drugstore aisles wondering why nothing works.