Arata isn’t just another personal care brand trying to sell shampoos and gels. It’s part of a new wave of beauty businesses that are choosing clarity over clutter, facts over fluff, and education over empty claims. And it all began with a flaxseed gel at a wedding.
From a Homemade Hack to a Scalable Idea
In January 2016, Dhruv Bhasin styled his hair using his mom’s homemade, chemical-free flaxseed gel. When his friend Dhruv Madhok—prepping for his wedding—asked whether it caused hair fall or whitening, Bhasin simply replied, “It’s all-natural.” Madhok tried it. It worked. That simple interaction sparked the idea for Arata: haircare that’s safe, honest, and actually works.
From a humble kitchen experiment, Arata has grown into a full-fledged clean personal care brand with a loyal base of over 1.5 lakh customers—and a memorable appearance on Shark Tank India that gave their story a wider stage.
As India’s haircare market booms—expected to hit ₹45,000 crore by 2027—Arata is cutting through the noise by doing what few others do well: keeping it simple, real, and transparent.
How Arata’s Social Media Strategy Stands Out
1. Giveaways With Purpose, Not Just Perks
For Arata, giveaways are more than quick-fix engagement tools. They’re a discovery engine. By encouraging users to tag friends, follow partner brands, and engage with posts, Arata boosts visibility without heavy ad spend.
What makes their approach smarter is how they collaborate. Arata partners not just within beauty, but across categories—from fitness and wellness to skincare—positioning itself as a holistic lifestyle brand that speaks to health-conscious consumers beyond haircare.
2. Snackable, Hackable Haircare Content
Today’s consumer doesn’t want a lecture—they want quick, credible answers. Arata delivers just that with short, useful videos that solve real problems: How to maintain curls, straighten without damage, or dry hair the right way.
These hacks are rooted in user behavior—questions people are already searching online—and presented in a way that blends education with subtle product integration. They’re not tutorials; they’re time-saving, myth-busting tips in your feed.
3. Cutting Through Haircare Confusion
Misinformation is rampant in the personal care world—especially on social media. Arata steps in as a credible voice that simplifies complex ingredient talk, challenges popular myths, and provides clarity.
Think: “Are sulfates always harmful?”, “Are alcohols bad for hair?”, “Is clean beauty the same as chemical-free?” Arata doesn’t just react to trends—it anticipates confusion and clears it up, helping consumers make informed choices without the fear-mongering.
4. Influencers as Educators, Not Just Promoters
Arata’s influencer strategy goes beyond reach. They partner with creators who believe in transparency and use their platforms to educate, not just endorse. These collaborations feel less like ads and more like trusted advice from a friend who’s done the research for you.
By encouraging creators to explain ingredient labels, debunk viral myths, or walk through their routines, Arata turns influencers into advocates—supporting its goal of becoming a go-to educator in the clean beauty space.
5. YouTube: Where Depth Meets Transparency
Short videos build curiosity, but long-form content builds trust. On YouTube, Arata goes deeper with product explainers, founder Q&As, and honest customer stories.
This channel becomes a space for the brand to slow down, tell stories, and have open conversations that reinforce its values: honesty, simplicity, and evidence-based care.
The Bottom Line: Facts First, Always
Arata’s social media presence doesn’t scream for attention—it earns it. By focusing on education, solving everyday problems, and showing up consistently with useful, relatable content, the brand connects with a generation of consumers who are informed, intentional, and loyal to brands they trust.
In an industry filled with overpromising and under-explaining, Arata’s message is refreshingly clear: Your haircare should be clean, and your information should be cleaner.
