Juicy Chemistry

Arata is a New Delhi–based personal-care brand founded in 2017 by Dhruv Bhasin and Dhruv Madhok. The company was launched with a mission to redefine grooming through clean, vegan, and gender-neutral products. Its haircare line features botanical-based shampoos, conditioners, and styling products made with ingredients like flaxseed, argan oil, and hibiscus. Arata is India’s first brand certified 100% nature-derived and EWG-verified, ensuring ingredient transparency and safety. The brand champions sustainability, using recyclable packaging and eco-conscious sourcing. Its products are designed to be effective for all hair types, focusing on nourishment, scalp health, and long-term care. What makes Arata unique is its science-backed simplicity — offering performance-driven formulas without artificial fragrances, parabens, or sulfates. By blending clean innovation with everyday practicality, Arata has become one of India’s leading modern personal-care brands.

Manetain is an Indian haircare and accessories brand dedicated to curly, wavy, and textured hair. Founded by curl enthusiasts, it offers a complete range of curl-safe products including shampoos, conditioners, styling creams, and satin accessories. Its formulas are free from sulfates, silicones, parabens, and drying alcohols, ensuring moisture retention and definition for curls. Manetain also sells satin pillowcases, bonnets, and diffusers to complement a healthy hair routine. The brand’s mission is to make managing natural curls easier and more accessible to Indian consumers. What sets Manetain apart is its community-first approach — built by curlies, for curlies — offering education, product guidance, and support. With India’s humid climate in mind, Manetain designs solutions that enhance curl patterns and reduce frizz, making it a trusted choice in the Indian curly hair market.

Fix My Curls is an Indian curly-hair brand founded in 2019 by Anshita Mehrotra. Based in Gurugram, the company focuses on creating products specifically for curly, wavy, and textured hair — a segment long underserved in the Indian market. Its range includes curl creams, leave-ins, shampoos, and gels made with nourishing ingredients like flaxseed, aloe vera, and shea butter. All products are sulfate-free, silicone-free, and cruelty-free, formulated to hydrate and define natural curls. The brand promotes curl education and self-acceptance, encouraging Indians to embrace their natural texture. What makes Fix My Curls distinctive is its authenticity — it’s built by curlies, for curlies, blending clean formulations with a relatable community message. It has quickly become a trailblazer in India’s emerging textured-hair movement.