India’s skincare shelves are overflowing with global brands, imported trends and products designed for climates far from ours. Yet millions of Indians still struggle with dryness, barrier damage, irritation and inconsistent results. In this crowded landscape, CITTA has emerged as a purpose driven Indian brand that is building skincare for Indian families, Indian conditions and Indian realities. It is a brand rooted in trust, transparency and the science of our own skin.
CITTA’s story begins at home. Co-founder and CEO Akanksha Sharma grew up watching two parallel skincare worlds. One relied on thick, heavy creams. The other trusted traditional remedies like Multani mitti. Both worked sometimes. Neither worked consistently. The gap was clear. India needed skincare that respected its own wisdom and used modern science without ignoring Indian skin.
“We created CITTA to build a skincare brand Indian families can actually trust,” Akanksha says. “Every product starts with studying our external factors first. Our climate. Our water. Our pollution. Our lifestyle.”
This philosophy became the foundation of CITTA.
A Journey That Began with Babies and Grew into a Movement
CITTA launched with baby care. The goal was simple. Create products Indian parents could trust. Parents wanted gentleness, transparency and safety. CITTA delivered all three.
The turning point came around the brand’s third anniversary. Akanksha began exploring adult skincare to solve her own concerns. She found a surprising truth. Despite hundreds of brands, very few products were actually formulated for Indian skin and Indian environmental conditions.
“Most products were built for colder climates, different pollution levels and softer water,” she says. “We realised Indian consumers were adapting global formulations that were never created for us.”
This discovery shaped CITTA’s next chapter. The brand expanded into adult skincare with a clear mission. Build products Indian consumers deserve. Skincare created for Indian skin, India’s environment and India’s unique needs.
The Impact So Far
CITTA’s growth has been driven by trust. More than five lakh customers have used CITTA products. The brand is now present in over 400 stores across India. It has built a team of skincare enthusiasts and scientists who believe in its mission.
“Our biggest beneficiaries are the people,” Akanksha says. “Their trust has allowed us to build something much bigger than a skincare brand.”
The impact is visible. More Indian consumers now have access to skincare that combines age old traditions with modern scientific formulations. More families are choosing Indian made products that are transparent, relevant and safe.
The Indian Challenges CITTA Is Solving
Two gaps define India’s skincare reality.
The first is transparency. Many brands rely on marketing claims instead of explaining what is inside the bottle. CITTA responded by disclosing every ingredient, even at 0.01 percent concentration.
The second is relevance. India’s climate is humid. India’s water is hard. India’s pollution levels are high. India’s UV exposure is intense. Yet most products sold here are formulated for Western conditions.
CITTA’s approach is different. Every product begins with studying external factors like weather, pollution, UV exposure and water quality. Only then does formulation begin.
This is not a trend. It is a responsibility.
Innovation Rooted In India’s Reality
Akanksha’s time in Los Angeles taught her a lesson. Good skincare starts with understanding people before ingredients. CITTA applies this lesson to India.
The brand studies Indian water quality closely. Hard water in India typically has an alkaline pH between 7.8 and 8.5. In some regions it spikes to 9.0. Even washing the face with this water can strip natural oils and weaken the skin barrier.
Yet most barrier creams available in India are formulated for colder climates. They are heavy and occlusive. In India’s humidity, they feel greasy. People stop using them. The barrier remains damaged.
CITTA built its barrier cream differently. Lightweight. Non greasy. Designed for Indian humidity. Designed for daily use.
This is CITTA’s innovation. Slow formulation. Deep research. Indian relevance.
The People Behind CITTA
CITTA is co-founded by three people.
Akanksha Sharma leads as CEO. She focuses on understanding consumers, identifying gaps and ensuring every product reflects CITTA’s philosophy.
Her mother, Monisha Sharma, is a Cosmetics Engineer. She leads product development with deep expertise in cosmetic science and formulation.
Her brother, Tanay Sharma, is the COO. He brings global business perspective shaped by international exposure and education.
Together, they combine science, consumer understanding and business sustainability.
The Obstacles and The Lessons
One challenge continues to persist. Convincing people that skincare created specifically for Indian consumers is necessary.
“For years, we have been conditioned to believe that if something works well in the US or Europe, it will work for us too,” Akanksha says. “But India’s climate, lifestyle and skin concerns are different.”
Building a brand while educating consumers is not easy. But CITTA believes relevance matters more than trends. Indian consumers want products that solve their concerns, not products that follow global hype cycles.
Strengthening India’s Long-Term Capability
India does not need more skincare products. India needs skincare that is relevant to Indian consumers.
Brands selling in India have a responsibility to invest in research, formulate for Indian conditions and be transparent about every ingredient.
“The stronger our ecosystem becomes, the less dependent we will be on adapting global trends,” Akanksha says.
CITTA is building that ecosystem. One product at a time.
A Future Where Indian Skincare Earns Trust
Akanksha hopes for a future where Indian consumers do not assume the best skincare must come from somewhere else.
She wants Indian formulated skincare to earn trust because it is genuinely built for Indian skin. She wants more Indian brands to innovate for India’s needs instead of following global trends.
This is not just a business goal. It is a national goal.
The Insight India Needs Today
“Building for India is not about copying global trends,” Akanksha says. “It is about understanding what Indian consumers genuinely need and having the discipline to build for that.”
Long term impact requires commitment. Discipline. Values. And the courage to take the slower path.
CITTA is taking that path.
Action That Will Help India Progress
India needs a national push for India specific formulation research. Government bodies, universities and private brands should collaborate to create India centric skincare research labs.
If India builds its own formulation science, the country will reduce dependence on imported trends, strengthen domestic manufacturing and create products that genuinely serve Indian consumers.
CITTA is already showing the way.