PBI has seen the brand evolve from early-stage planning to market presence. As 3TENX expands its footprint, this association continues through shared objectives of transparency, progress, and the advancement of India’s professional beauty space.
For Megha, the idea began long before 3TENX existed. Childhood exposure to the contrast between advertised hair and real hair stayed with her and eventually formed the basis of a long-term goal. “That gap between promise and performance is what made me build a brand that gives people the hair they dream of, not the hair advertisements pretend to deliver.”
Her intent gradually formed a mission to create results that were consistent and measurable. 3TENX developed its initial formulations through a process that relied on extended research and practical testing. Each product underwent four years of development, followed by trials conducted with hairstylists across India. Prototypes were evaluated, modified, and refined based on performance in real salon environments.
“We were never chasing timelines,” Megha says. “We were chasing perfection.”
Only formulations that met the standards set by professionals made it into production.
GLOBAL MANUFACTURING STRATEGY
One of the brand’s early decisions was to manufacture across the USA, Europe, Korea, China, and Brazil. This approach provided access to specific actives and delivery systems that were not easily available within India at the time.
Through these international partnerships, 3TENX worked with established ingredient sources, advanced R&D facilities, and systems that ensured formula stability and performance. This strategy shaped the foundation of the brand’s product quality.
THE POWER OF TWO
Given their 15 years of experience in the professional beauty sector, Megha and Aankith built 3TENX with an understanding of how salons, consumers, and distributors operate. Their exposure to market needs, brand-building cycles, and product performance helped them define the direction the brand would take.
Aankith, often referred to as ‘The Shampoo King of India’, brought industry experience and a strong salon network to the table. His involvement in sourcing and evaluating formulations influenced the development process. “I’ve spent years studying formulations,” he says. “For 3TENX, we refused to compromise. Every product had to perform so well that stylists would recommend it not because of the brand but because it genuinely works.”
“We wanted to
BUILD A BRAND
that stands for
HONESTY, SCIENCE
and
SOUL
; a brand that delivers
REAL RESULTS.”
- MEGHA ARORA Co-founder, 3TENX
DESIGN WITH BALANCE
The 3TENX bottle design takes cues from the idea of balance, represented through a form inspired by Yin and Yang. It reflects how the founders combine structure with intuition and method with vision. The design mirrors their approach to building the brand.
MILESTONES ALONG THE WAY
Within its first year, 3TENX reached several significant markers:
• First Indian-owned haircare brand at Sephora India
• Grazia India Winner for HydraRevive Conditioner
• Elle India Beauty Award 2025 for the Ultimate Revitalise Hair Mask
• Presence in more than 2,000 salons across India
• Expansion across retail, digital, and professional channels These milestones reflect the response the brand has received from professionals and consumers.
“Our goal was simple: create products that
PERFORM SO WELL
, professionals recommend them because of
RESULTS, NOT BRANDING.
”
- AANKITH ARORAA Co-founder, 3TENX
THE PATH AHEAD
3TENX aims to build a culture where haircare moves beyond routine use and becomes a consistent practice. With an expanding omnichannel structure and deeper collaborations with salons, the brand is focused on advancing its product ecosystem and building its presence in the professional space.
As 3TENX continues this trajectory, its guiding principle remains the same: to offer performance-driven solutions that align with the needs of the Indian market.