Arata (brand)

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Private Limited
Consumer Packaged Goods
FoundedFebruary 4, 2018; 6 years ago (2018-02-04) in New Delhi, India
FounderDhruv Madhok
Dhruv Bhasin
New Delhi
ProductsSkin care
Hair care
RevenueUS$ 1MM-5MM (2019)
Number of employees
10-50 (2020)

Arata is an Indian wellness brand founded in 2018 by Dhruv Madhok and Dhruv Bhasin. The brand name, Arata (Japanese: 新た), means ‘fresh’ and ‘new’ in Japanese.

The personal care brand is committed to creating products with ingredients that are 100% nature-derived, plant-based, vegan and chemical-free[1].

With a company size of 15 in-house employees, the brand chose a non-hierarchical, transparent structure of organization, and currently employs out-of-house agencies to assist in marketing, advertising, and other departments.

The brand has its headquarters in New Delhi. It has been featured on Vogue, Verve, GQ, Economic Times (India), Business Standard, Deal Street Asia, Mint (newspaper) and Little Black Book in India.


During the initial stages of building the company, the founders discovered a gap in the hair gel market, one they decided to bridge. Mass-market hair gels were packed with synthetic chemicals and synonymous with hair damage.

The company launched its first product, an organic flaxseed hair gel, which was a one-of-a-kind product in India. The hair gel was initially targeted at men, but expanded to include women, who were found to be the larger consumers in the market. Thereafter, Arata became a unisex brand, creating an all-natural range for both women and men.

In 2020, the company switched to post-consumer recycled plastic for all its products, dropping its single-use plastic packaging.


The New Delhi-based wellness brand raised a seed capital of Rs 3.5 crore[2] in January, 2019. The company used these funds in brand-building activities[3].


The company’s products range from hair care formulas to skin care products for both women and men. Each product is made in India, using globally-sourced ingredients.

With a team of cosmetologists, ayurvedists, and production specialists, the company invested in research and development to replace synthetic ingredients with all-natural substitutes, ensuring that no toxic ingredient went into the making of their formulas[4].

Their products include an all-natural range of the following:

  • Skin care (including a face cream-serum, face wash, body wash, body lotion, toothpaste, and lip balm)
  • Hair care (including a hair cream, hair gel, shampoo, conditioner, and hair oil)

Arata’s products are predominantly available on its website and across various online marketplaces with a direct-to-consumer sales model. The brand also has a curated offline presence at select modern trade stores across India[5].

Policy On Animal Testing

The company has been PETA-certified vegan and cruelty-free since 2018[6]. People for Ethical Treatment of Animals (PETA), the largest animal rights organisation in the world, has accepted Arata as one of their ‘Cruelty Free’ companies.


The company has Australia ‘Non Toxic’ and ‘Made Safe’ certifications for each product[7]. It is Cruelty-Free and Vegan Certified[8]. It also manufactures its products in a GMP-certified facility and its manufacturing partners have licenses from cosmetic and ayurvedic authorities.


Inspired by the Japanese concept of minimalism, Arata incorporates this simplistic ideal into its brand-concept-identity, its clean aesthetic, and its non-toxic ingredients. The brand follows a practice of manufacturing, packing, and shipping its products within a short window, ensuring that each product is created within the last 60 days.

External Links


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