Reyhan Rattonsey shifts from Bollywood to NOIR Wellness, redefining men’s self-care in India.
Reyhan Rattonsey
In the world of Indian startups, the most interesting founders are often the ones who have lived a dozen different lives before the age of 30. Enter Reyhan Rattonsey.
A few years ago, you would have found him on the high-gloss sets of Karan Johar’s Rocky Aur Rani Kii Prem Kahaani, working as an Assistant Director. It was the kind of glamorous, fast-paced environment most people never leave. But for Reyhan, the "action" behind the camera eventually felt disconnected from the real-world struggles he saw every day.
He didn't just want to tell stories; he wanted to solve the ones that were being ignored.
The Evolution of a Founder
His journey into entrepreneurship began with LiftMate, a deeply personal venture inspired by caring for his grandfather. It was a masterclass in empathy-led design, creating localized solutions for patient mobility. But as any true entrepreneur knows, the path isn't linear.
While LiftMate served as a vital "training ground" for his mission to improve lives, Reyhan has recently pivoted his full focus to a different kind of gap in the Indian market: The internal life of the Indian man.
NOIR: Solving the Taboos No One Talks About
Today, Reyhan is the driving force behind NOIR Wellness, a brand that is effectively stripping the "shame" out of male self-care. He isn’t interested in the typical "gym-bro" cliches. Instead, he’s tackling the silent insecurities that men have been taught to bury.
Take ALPHA Tape, NOIR's breakout product. It’s a simple, elegant solution for gynecomastia -a condition that affects millions of men but is usually met with silence or ridicule. By bringing products like this to the mainstream, Reyhan is doing something radical: he’s giving men permission to care about their appearance and their confidence without feeling "less than."
The Voice of a New Generation
Beyond the products, Reyhan has become a refreshing voice in the conversation around modern masculinity. Through his blog and social media, he’s dismantling the "stoic" archetype of the Indian male. He speaks openly about body dysmorphia, vulnerability, and the importance of emotional literacy.
He’s not just selling wellness; he’s advocating for a version of masculinity that is rooted in self-awareness rather than performance.
Why He’s the One to Watch
Reyhan’s path-from the silver screen to the founder’s desk-is a testament to what happens when you follow your "true north." By moving away from the film industry and narrowing his focus to NOIR, he’s proving that the most powerful "leading men" in India today aren't the ones on the screen-they’re the ones helping other men feel comfortable in their own skin.
If you’re looking for the future of male wellness in India, you’re looking at Reyhan Rattonsey. He’s done with the fiction; he’s here for the real thing.
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