India, Feb. 17 -- 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 outcomes they can actually measure.

This shift is also playing out across the broader beauty and personal care (BPC) space. The hair care products market is expected to reach $5.2 Bn by 2031, up from $4.1 Bn in 2026. Nevertheless, there have been limited scientific disruptions in the performance-first beauty niche.

Dhruv Bhasin and Dhruv Madhok set up Arata t...