The personal care industry is undergoing a dynamic transformation, driven by the rise of Direct-to-Consumer (D2C) startups. These agile brands are revolutionizing the market by bypassing traditional retail channels and offering customized products directly to consumers. Focused on innovation, personalization, and clean ingredients, D2C startups are disrupting conventional beauty and wellness norms. Technology plays a pivotal role, enabling brands to leverage e-Commerce, social media, and AI-driven tools for customer engagement and product development. Arhanaturals leads the way as a D2C brand, offering natural, plant-based skincare solutions specifically formulated for sensitive skin, with FDA-approved products backed by 45-day dermatological testing for all skin types.

Chemical-Free Practices
Committed to cruelty-free practices, the brand avoids animal testing and harmful preservatives, aiming to reduce the risks associated with chemical-laden skincare. Arhanaturals leverages five years of extensive research and cosmetology expertise to tackle issues like acne, tanning, and hair fall. By delivering directly to consumers, the brand eliminates intermediaries, ensuring affordability and a seamless customer experience, all while promoting holistic wellness. The firm was born from a personal mission to provide safe, natural skincare for family and friends. Initially crafting shampoos, lotions,

and soaps at home to avoid harmful chemicals, the founder gained expertise through cosmetology courses and hands-on experimentation.

“Encouraged by positive feedback from relatives and friends, we have expanded to supply local salons with customized, plant-based products. I have transitioned from small-batch production to launching Arhanaturals as a private limited company. Today, the brand emphasizes cruelty-free and vegan formulations and partners. Through modern trade channels, quick commerce platforms, and an expanding online presence, we are steadily establishing itself as a trusted name in the premium personal care market”, shares Kusuma Devi, Founder and Managing Director, Arhanaturals.

Arhanaturals is built on a foundation of love and care, creating natural skincare products that cater to sensitive skin while aspiring to make a mark in the international beauty industry

Commitment to Safe
Arhanaturals began with a vision to provide safe, natural, and effective skincare and haircare products, launching with six core products, namely shampoo, conditioner, hair oil, body lotion, face wash, and face serum, which quickly gained positive feedback from customers. Committed to continuous learning, the founder Kusuma Devi completed graduation from a U.S. consulate general which opened opportunities for future global expansion. Unlike many commercial brands, the firm places special emphasis on sensitive skin. The founder’s deep under standing of ingredients and their effects on different skin types led to formulations that are gentle yet effective. By sourcing natural extracts through meticulous processes like distillation, the brand ensures products are safe even for those prone to allergies.

The firm is focused on strengthening its local presence and expanding into international markets. Initially started as a sole proprietorship, the brand has evolved into a private limited company. The founder has strategically planned with a clear vision for growth, her primary goal is to export Arhanaturals products internationally. To prepare for this, Kusuma has completed several export-related seminars to understand the necessary certifications, licenses, and procedures, realizing that even a single woman can drive international exports. While the longterm objective is global expansion, the founder first aims to establish a solid domestic presence in India, where the cosmetic industry shows immense potential. Within the next three years, Kusuma plans to begin exporting to at least one country, positioning Arhanaturals as a global brand.