Mumbai: Arata, a homegrown personal care brand introduces its most innovative hair care range – The Advanced Curl Care range. Featuring eight innovative and aspirational products exclusively created for the curly-haired community. This haircare range is being launched with powerhouse performer and Arata’s CurlFriend – Taapsee Pannu.
Around 60% of the world’s population has either curly or wavy hair and the lack of any Indian celebrity endorsements for this community is surprising. Not many Indian personal care brands have catered specifically to the needs of the curly-haired community. This is where Arata and Taapsee come together.
Taapsee embodies Arata’s curl care philosophy, flipping the narrative that censors curlies, the thought process that mandates curly hair to be “in place”. The Bollywood actor embraces her wild, beautiful, untamed curls and has smashed traditional beauty standards along her journey, inspiring others to do the same.
The Advanced Curl Care Range aims to show curlies all around what frizzy, rebellious, spiralling curls are capable of bouncing into – when nourished with unadulterated, plant-powered love.
“Conventional beauty standards are not only restrictive, but they also fail to elevate diversity. The very idea that beauty is defined by a set of adjectives – Straight Hair, Tall, Slender, Fair, etc. is harmful and excludes most of us who don’t fit the norm. It’s about time we let go of these traditional beauty standards that we’ve tried to live up to all this time. My curly hair is my identity and I proudly wear it as a crown (pun intended). For me, having this curly hair representation – whether on-screen or with the brands I choose to work with, is highly important. I support Arata’s clean, toxin-free approach to personal care and personally vouch for the new Advanced Curl Care Hair Gel that leaves my hair intensely moisturized and lusciously defined.” says Taapsee Pannu.
“We love how authentic Taapsee is and how she embraces her curls in their true form. We’re delighted to have her on board as Arata’s CurlFriend – someone who advocates for our brand and our new collection’s ethos, in the most befitting manner.” – Dhruv Madhok and Dhruv Bhasin, Founders – Arata.
The Advanced Curl Care Range plant-based products, are formulated for all curl types. This powerful new line-up uses potent ingredients like shea butter, murumuru butter, mango butter, hydrolyzed proteins, abyssinian seed oil, seaweed oil, fenugreek oil, grape seed oil and natural fragrances made of herbs, and floral extracts – giving you the lush and shiny curls of your dreams.