Most hair styling creams rely on heavy waxes and oils to hold your style. Over time, they can strip moisture, increase brittleness, and leave hair feeling rough and dry. On top of that, many of these formulas don’t hold up well in humid conditions either.

Arata Medium Hold Styling Cream integrates high-performance styling polymers with proven, hair-beneficial actives. Powered by Luviquat® Supreme, it delivers up to 48-hour medium hold¹ and 24-hour softness boost^₁. Its advanced multi-polymer system forms a flexible, humidity-resistant film that keeps hair shaped and defined without stiffness or crunch. This means it styles your hair without compromising natural movement, so your look stays natural and touchable. At the same time, strengthening and hydrating actives help improve hair elasticity, reduce breakage from repeated styling, and maintain moisture balance, supporting healthier hair with repeated use. It is also infused with UV filters to help protect against sun-induced damage and colour fading.

Not only do you get the desired look that lasts but also hair that feels healthier and stronger with regular use. No sticky residue, no buildup, no damage.

¹Based on an in-vitro study on natural Indian hair tresses.