With an increase in the inclination of consumers toward organic products, the beauty industry has seen a drastic shift toward clean, natural, and homegrown brands. Consumers today are choosing brands that sell the idea of sustainability and transparency along with personal care.

Working in the same spirit, Dhruv Madhok and Dhruv Bhasin built Arata around the philosophy of a simple, clean & genius ingredient-led solution brand. With an aim to make the brand a staple on the shelves of skin and hair care enthusiasts, Arata believes in the customers’ right to honesty and transparency in personal care and keeps no discrepancy in the ingredients of all the products.

In conversation with GlobalSpa the founders of Arata spill the beans on the journey of their personal care brand and their plans to evaluate inventors as panellists on Colors Infinity’s One-Of-A-kind reality show – The Inventor Challenge…

1.) How did you come up with the idea for Arata?

DM – When we realised skin and hair care products made with safe, naturally derived ingredients are not as easily accessible as their chemical counterparts, we envisioned Arata–a clean, non-toxic personal care brand that would offer credible products of the highest quality ingredients.

2.) Arata is the first Indian brand to be EWG-certified. What does it mean for the brand to be sustainable and create clean hair styling products?

DM – We are proud to have built a brand that’s plant-powered, non-toxic and has received the coveted EWG Verified Certification. As a brand, our products are some of the cleanest and most sustainable on the market. We steer clear of parabens, SLES, SLS, caustics, DEA, MEA, EA, dyes, formaldehyde, chlorine, heavy metals, phosphates, and triclosan.

We discovered early on that our consumers are looking for clean products and we wanted to cater to these needs, providing vegan, naturally derived products at affordable prices.

3.) What does it take to be a successful beauty brand in India?

DM – The industry is fast-paced. To succeed, you ought to have your finger on the pulse of what’s trending. More importantly, you need to execute at full tilt. It’s imperative to work fast, often under pressure, and still, create the best possible product for your customer.

Also, customers have valuable insights–listen to what your community has to say. If your decisions are guided by “what do our customers want?”, you’ll be just fine.

4.) What makes Arata different from other brands in the already-cluttered beauty industry?

DM – We pride ourselves on creating effective, high-performing products for all skin and hair types and ensuring these products are safe to use, non-toxic, and plant-powered.

We use the finest ingredients that yield results–flaxseed, witch hazel, Kakadu plum, hempseed, turmeric, etc., making Arata a staple on the shelves of skin and hair care enthusiasts everywhere.

5.) As a panellist on the Inventor Challenge, how would you help the young inventors to grow and evolve in the show?

DB – We empower young inventors whose ideas can hugely impact people’s everyday lives. We encourage them to think objectively about their ideas and suggest ways in which they can further improve them for maximum efficiency.

6.) What’s your success mantra?

DB – It’s being a part of the “5 a.m. club”.

The idea is to master your routine and enhance personal well-being at the crack of dawn–seeking health, focus, and a sense of calm through exercise, reading, or learning. It power-ups your mind, body, and soul and keeps you productive throughout the day.

7.) What are some of the key takeaways you would like to give inventors from your journey and Arata?

DB –

a.) Never back down

b.) Don’t give up

c.) Mentally prepare for a journey of continuous problem-solving

d.) Don’t forget to have fun while you’re at it!

8.) What’s next for you? Any plans for Arata you would like to share?

DB – We’re super driven and have been working tirelessly to create new, innovative products. So, keep an eye out! We’ve got exciting new launches lined up.