Rajshree Upadhyaya | Business Remedies | To avoid the drying effects of alcohol-based styling products, Dhruv Madhok and Dhruv Bhasin created a personal care brand with a natural hair gel made from flaxseeds, and in the process, established Arata as a trusted name. Arata’s story began with a very personal problem faced by two friends who were unwilling to accept a trade-off between styling performance and long-term hair health.
In 2016, when they shared this formulation more formally with close friends, a larger conversation began around how most personal care products in India claimed surface-level benefits while relying heavily on harsh chemicals. That moment quietly laid the foundation for a brand that would later challenge the way Indian consumers approached hair and skin care.
The idea took shape as a business in 2018, when Dhruv Bhasin and Dhruv Madhok officially launched Arata in New Delhi. From the very beginning, Arata held a clear belief: personal care should be built on clean, plant-based formulations without compromising on performance. The founders positioned the brand around transparency, vegan and cruelty-free standards, and ingredient integrity-at a time when the word “natural” was often used as a loose marketing label rather than a measurable commitment.
Arata’s early identity revolved around its hero product-the alcohol-free hair gel-directly inspired by the original flaxseed-based recipe. This product resonated strongly with customers who were struggling with dryness, scalp sensitivity, and hair damage caused by conventional styling products. Encouraged by this early response, the founders expanded thoughtfully, building a growing portfolio of hair care products including shampoos, conditioners, hair masks, serums, and styling creams. Each product was designed keeping different hair textures and Indian climate conditions in mind.
Over time, Arata extended its philosophy beyond hair care and entered skin and body care with products such as face washes and body cleansers, while maintaining the same focus on clean ingredients and functional results.
Building a Loyal Customer Base Through Direct-to-Consumer Channels and Major Online Marketplaces
A key driver of Arata’s growth has been its emphasis on education and transparency. Ingredient lists were clearly disclosed, formulations were explained in simple language, and the brand consistently positioned itself as a solution-driven option rather than just a cosmetic one. Sustainability also became an integral part of the brand story, with recyclable packaging options and strict adherence to vegan and cruelty-free practices, further strengthening Arata’s credibility among increasingly aware consumers.
As digital commerce reshaped India’s beauty landscape, Arata built a loyal customer base through its direct-to-consumer channels as well as leading online marketplaces. This momentum led to a major milestone in 2023, when Arata appeared on Shark Tank India Season 3. During their pitch, Dhruv Bhasin and Dhruv Madhok highlighted the brand’s clean beauty positioning, strong consumer demand, and disciplined approach to product development. Their presentation impressed the sharks, resulting in an investment of Rs. 1 crore for 1.33% equity, along with an additional 0.67% advisory equity from Namita Thapar and Vineeta Singh-bringing both capital and strategic mentorship to the business.
Carving a Niche with Focused Thinking, Patience, and Product Discipline
Following its appearance on Shark Tank, Arata entered a phase of accelerated brand building and institutional validation. In 2024, the company raised $4 million in a funding round led by Unilever Ventures, with participation from L’Oréal’s venture arm BOLD and existing investors. This funding was used to strengthen research and development, expand the product range, increase brand awareness, and build internal capabilities to support long-term growth.
By this stage, Arata had evolved from a single-product idea into a multi-category clean personal care brand with a strong presence in the Indian market. From its beginnings as a kitchen experiment to becoming a recognized name in clean beauty, Arata’s journey reflects the founders’ commitment to thoughtfully crafted formulations, transparency, and consumer trust. The development of hair, skin, and body care products under Arata demonstrates how focused thinking, patience, and product discipline can come together to create a distinct space in India’s highly competitive personal care industry.
