Akanksha Sharma, Co-Founder, CEO of Indian brand CITTA throws spotlight on her premium bath and skincare brand and explains why CITTA should form a part of every woman’s skincare rituals.
Can you share the story behind CITTA’s inception, what inspired its creation and the core philosophy that drives it?
CITTA was born out of a desire to bring back the age-old wisdom of dadi-nani ke nuskhe into modern baby care, offering parents a safe, trustworthy alternative to synthetic products. Inspired by the nurturing traditions passed down through generations and backed by dermatological science, CITTA combines natural, time-tested ingredients like turmeric, ashwagandha, and coconut oil to create gentle, effective formulations. At its core, the brand is driven by a philosophy of nature, nurture, and integrity, crafting every product with transparency and love.
What is CITTA’s mantra?
CITTA’s mantra is “Gentle, Safe & Tested.” It reflects the brand’s commitment to blending traditional wisdom with modern science, creating both baby care & adult care products that are rooted in nature, rigorously tested for safety and effectiveness.
What inspired CITTA’s shift from baby care to adult skincare?
CITTA started its journey as a baby care brand rooted in generational wisdom and natural ingredients backed by science. Our journey into adult skincare was a natural progression, driven by our deep understanding of gentle yet effective formulations. We recognized a gap in the market for high-performance skincare tailored to the unique needs of Indian skin, particularly in our hot and humid climate. Rooted in the Sanskrit word चित्त (consciousness), CITTA has always been about mindful formulations that prioritize purity, efficacy, and transparency. Expanding into adult skincare allowed us to bring our expertise to a wider audience, addressing common concerns like hyperpigmentation, dehydration, and environmental stressors. Our products are a blend of nature and science, thoughtfully formulated not for quick fixes but for long-lasting, effective skincare. This is skincare, reimagined for the modern Indian consumer.
How does CITTA position itself not just as a product line but as a brand that fosters emotional and cultural connections with its customers?
In India, traditions and cultural values play a significant role in daily routines. We position ourselves as a brand that honors these timeless practices by blending them with modern science. Our products are thoughtfully formulated to be an extension of the care and rituals passed down through generations by our grandmothers and mothers, offering a sense of comfort, trust, and emotional connection with every use. By infusing traditional ingredients like Saffron, Rice Protein, Coconut Oil, Turmeric, Aloe Vera, and Ashwagandha alongside innovative, science-backed actives, we bridge the gap between old-world wisdom and modern skincare needs. Whether it’s a parent caring for their baby with our nourishing balms and oils or an adult incorporating our products into their daily regimen, CITTA has become part of those intimate, meaningful moments.
Many skincare brands tap into traditional remedies, but few successfully balance heritage with cutting-edge science. Can you share how CITTA integrates both without diluting the efficacy of either?
At CITTA, we’re not an Ayurvedic brand, but we’ve successfully blended traditional wisdom with modern science to create skincare that’s both natural and effective. For example, our Tender Foaming Baby Wash uses hydrolyzed rice protein, a gentle yet highly effective ingredient that cleanses and conditions delicate baby skin without irritation, unlike harsh surfactants used by many other brands. Additionally, our newly launched Protection Range, which includes the Protecting Body Lotion and Protecting Sunscreen, harnesses the power of humus extract, the top layer of mud known for its microbiome-restoring properties. This range combines ancient traditions, like the wisdom of children playing in the mud to stimulate immunity, with cutting-edge science. We also incorporate AQUAXYL™, a trademarked ingredient that ensures intense hydration. By seamlessly merging nature and science, we ensure both safety and efficacy for your little one’s skin.
The Indian market has historically been dominated by fairness creams and aesthetic-focused skincare. How is CITTA working to shift the conversation from beauty ideals to genuine skin health?
We are committed to shifting the conversation from rigid beauty ideals to genuine skin health. For too long, the Indian market has been dominated by fairness creams and unrealistic beauty standards, but we believe skincare should be about nourishment, not transformation. Rooted in consciousness (चित्त), our philosophy blends ancient wisdom with modern science to create skincare that works with your skin, not against it. Indian skin is unique, naturally resilient yet prone to pigmentation and sensitivity due to its rich melanin. Instead of chasing an illusion of perfection, we focus on long-term nourishment using potent natural ingredients like Saffron, Ashwagandha, and Centella Asiatica, enhanced with science-backed actives like AQUAXYL™ and Niacinamide. We don’t promise “glass skin”; we promise healthy, balanced skin that thrives in India’s hot and humid climate. Our approach isn’t about erasing imperfections but embracing your skin’s natural beauty, its rich tones, unique texture, and individual character. Skincare is a journey, not a quick fix, and at CITTA, we are here to help you celebrate and care for your skin, just as our ancestors did, with patience, trust, and authenticity.
With so many skincare brands entering the market, what’s your strategy to keep CITTA distinct and innovative?
CITTA stands out by staying true to our core philosophy, i.e., blending traditional wisdom with modern science while ensuring transparency, efficacy, and conscious innovation. Rather than chasing trends, we focus on real skin health and formulating products tailored to Indian skin and climate. Our strategy for differentiation revolves around continuous research, ingredient innovation, and expanding into unique product categories. For instance, we were the first in India to introduce humus extract in baby care, known for its microbiome-restoring properties. Similarly, our Aqua Boost Face Gel, India’s first frosted-texture gel, is redefining hydration with its luminous matte finish and 5x hydration power.
Are there new product categories, partnerships, or global expansions on the horizon?
Well, we’re exploring new product categories, with a strong focus on protection, repair, and holistic wellness.
Akanksha Sharma is the Co-founder and CEO of CITTA (Lexicon Lifestyle – A Lexicon Group Enterprise) – a Pune-based premium bath and skincare brand, who brings a unique blend of expertise and innovation to the premium baby bath and skincare industry. With her background in Apparel Industry Management from the prestigious Fashion Institute of Design & Merchandising, Los Angeles, she approaches business from a multidimensional perspective. Her unwavering commitment to transparency is evident in CITTA’s ethos, where every ingredient is disclosed, ensuring complete peace of mind for everyone about what goes on their and their baby’s skin. She has received numerous accolades and awards, including the Her Circle Bizruptor of the Year 2024 Award for Scalability and the Femina Achievers 2024 Maharashtra, among others. Her inspiring journey has also been spotlighted in prestigious publications such as YourStory, Pune Times Mirror, The Weekend Leader, Adgully, Prittle Prattle News, and several others.
About CITTA:
Derived from चित्त (consciousness in Sanskrit), our name CITTA embodies our core philosophy of doing everything consciously. CITTA harnesses the pure, potent benefits of traditional, natural ingredients & enhances them with scientific advancements in a conscious manner. This blend ensures that our premium bath & skincare products deliver optimal results, providing you with the best of both worlds.
To view our products, PLS visit –www.cittaworld.com
