ARATA - D2C Personal Care Brand for Healthy Skin and Hair

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People around the globe are switching to chemical-free & non-toxic personal care products. The new trends in personal care brands show that over 40% of consumers are inclined to the products and brands that fit into their healthy lifestyle and contain wellness benefits without any chemicals.

ARATA is an honest personal care brand that offers chemical-free, plant-based skincare products for healthy skin and hair. Read to know about its founder, products, and the startup story of ARATA.

ARATA - Company Highlights

  • Startup Name-ARATA
  • Headquarters-New Delhi
  • Industry-D2C Personal Care
  • Founder-Dhruv Bhasin and Dhruv Madhok
  • Founded-2018

ARATA - About

ARATA is a personal care startup that offers trustworthy and credible skin care and hair care products. The vision and mission of the Company are to make clean labels, high-performing, safe, and effective hair care solutions. Arata is an environment-friendly startup that uses not only non-toxic ingredients, for their products but its packaging is also 100% recyclable.

ARATA - Industry

The market and industry size is about INR 25,000 crores, which is a total addressable opportunity for hair care.

ARATA - Founders

The founders of Arata are Dhruv Madhok & Dhruv Bhasin.

Dhruv Madhok

He has completed his graduation from the University of Southern California - Marshall School of Business. Earlier he has worked with KPMG and PVR limited. He is the Director of ARATA.

Dhruv Bhasin

Dhruv Bhasin completed his Master's in Management from the University of Surrey, and B.Sc in Business Studies from Lancaster University.

ARATA - The Idea and Startup Story

The idea for starting up came when (Dhruv) Bhasin's mother was boiling flaxseeds to make a natural hair gel for him to use. He sent Dhruv Madhok a sample, and he loved it. And that's how they realized there is an opportunity for safe styling products. They also discovered that the opportunity is significantly larger, not only limited to styling but in general hair care and other categories.

Arata products belong in the beauty, personal care or FMCG CPG, and consumer packaged categories.

ARATA - Name, Tagline, and Logo

ARATA means fresh and new in Japanese. The founders thought this was very apt for their brand personality.

ARATA - Products

The innovation and USPs are that the products are plant-based, non-toxic, vegan, cruelty-free, naturally derived, sustainable and inclusive, with a premium choice of ingredients and fragrances, product packaging, branding and design.

ARATA - Business Model

The business model is essentially selling the products online to the customer, directly to the consumers, on its website, and through different marketplaces.

ARATA - Customer Acquisition

The first hundred customers were all acquired from Google, Facebook, Instagram, and through advertising. And then, they scaled up through different marketplaces and through multiple online and digital campaigns.

The most important thing that has worked for them to attract and retain customers is focusing on niches and having a set target audience and not being all over the place in terms of the product offering.

ARATA - Challenges Faced

The biggest challenges they face can be divided into two parts.

One challenge was raising capital during the pandemic as it was very hard.

And two, essentially trying to break through the clutter of being a digital-only brand.

So the challenge was how to look beyond performance marketing?

And now, they are doing that by creating engaging content, having an engaging social channel, and focusing on customer retention, CRM, content creation and the likes.

ARATA - Most Successful Marketing Campaign

The most successful marketing campaign till now has been the launch of the Arata Advanced Curl Care range with Taapsee Pannu.

ARATA - Growth

ARATA revenue exceeds INR 2.5 crores per month. Its estimated annual revenue is INR 30 crores.

And the repeats are looking strong, with more than 50% of customers coming back every year to buy for the second time and more.

ARATA - Funding

They have received multiple rounds of funding.  They received funding of INR3.5 crores in December, 2018. They raised INR 7 crores in 2021.

  • Plum Goodness
  • The Body Shop
  • MamaEarth
  • mCaffeine
  • Kama Ayurveda
  • Forest Essentials

Wishcare - A D2C Personal Care Brand’s Strategies

WishCare is a personal care brand that makes environmental-friendly products. Read to know the strategies used by WishCare for getting success.

ARATA - Tools Used in the Company

They use multiple software, including marketing automation, Shopify for website, and MailChimp for marketing among some.

ARATA - Recognition and Achievements

They have got a few awards.

ARATA was awarded for being the eight fastest-growing startups in the country as a DTC brand.

One of their bestsellers, the Super Shampoo, received the Vogue Beauty Award for the best daily use shampoo.

ARATA - Future Plans

Their future plans include scaling up the startup across different products & categories and building a bigger team.


When was ARATA founded?

ARATA is a D2C brand founded in 2018.

Who is the founder of ARATA?

Dhruv Bhasin and Dhruv Madhok are the founders of ARATA.

Has ARATA raised funding?

Yes, ARATA has raised a funding of INR 105 million in two funding rounds.

Who are the competitors of ARATA?

Some of the top competitors of ARATA are:

  • Plum Goodness
  • The Body Shop
  • MamaEarth
  • mCaffeine
  • Kama Ayurveda
  • Forest Essentials