Arata is building an evidence-led hair and scalp care business by pairing outcome-backed formulations with in-house R&D and trust-first education
Hair care aisles in India are expanding fast, but the category isn’t getting smarter at the same pace. For decades, brands won on familiar cues: foam, fragrance and price. That playbook is now breaking, as younger consumers hit hair and scalp issues earlier than before. They are no longer chasing surface-level grooming, but science-backed care, proven efficacy and…

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