Launch · Commerce & Consumer Brands

Nat Habit launches anti-dandruff campaign with FlakeZero technology

By Startup Enthusiast · 25 February 2026

What they do

Nat Habit is an Ayurveda-led beauty and wellness brand

It launched the anti-dandruff campaign 'The End of the Dandruff Trade-Off' featuring FlakeZero™ technology and 5% Beracyl™

The campaign aims to shift the conversation from temporary control to long-term scalp balance

Nat Habit launched the anti-dandruff campaign 'The End of the Dandruff Trade-Off'.
The campaign features FlakeZero™ technology and 5% Beracyl™.
FlakeZero™ is a multi-pathway solution, not a single-action treatment.
5% Beracyl™ is a naturally derived active ingredient that kills dandruff-causing fungi within two minutes of contact.
It reduces the chances of microbial adaptation.
The product range is branded under Navdha, positioned as a '9-care scalp system'.
Navdha contains Beracyl™, Neem, Green Tea, Bhringraj, and Lactic Acid.

Dandruff control shampoos make up about 18% of India's haircare market.
They account for about 30% of hair-related online searches.
CEO Swagatika Das noted that dandruff in India involves scalp barrier damage, oil imbalance, stress, and microbial activity beyond just a fungal problem.
The R&D team spent two years studying microbial adaptation, sebum dynamics, and scalp barrier disruption before developing FlakeZero™.

Nat Habit is an Ayurveda-led beauty and wellness brand.
FlakeZero™ works at three levels: microbial (targets Malassezia fungi), sebum (regulates excess oil), and barrier (calms irritation, restores scalp health).
The formulation delivers medicinal-grade efficacy without synthetic antifungals like Ketoconazole or Piroctone Olamine.
The brand claims the system delivers dandruff relief, scalp health improvement, hair strength, shine, growth support, frizz control, and long-term balance.

The campaign is promoted through founder-led content, influencer partnerships, social media initiatives, retail activations, and quick-commerce integrations.
The new range is available on Nat Habit's D2C website, select retail stores, Amazon, Flipkart, and Nykaa.
Nat Habit aims to shift the dandruff care conversation from temporary control to long-term scalp balance.