February 10, 2022: Taapsee Pannu is now the face of Arata’s Advanced Curl Hair Styling Gel. The brand has called the actress their ‘CurlFriend’. Arata’s new Advanced Curl Care range strives to address and cater to the curly-haired community’s needs. Arata’s clean and toxin-free curl care range features 8 cutting-edge and aspirational products designed specifically for those with curly hair. The new collection aims to address and cater to the demands of the curly-haired community. The firm hopes to target new clients by leveraging Pannu’s followers and fans who have curly hair. Founders Dhruv Madhok and Dhruv Bhasin said the association will be a beneficial one as Pannu is someone who advocates for the brand’s ethos.