CITTA blends ancient Indian skincare wisdom with modern science. How do you ensure that traditional ingredients like Gotu Kola are given the attention they deserve in a global market?
What surprises many is that so-called “trendy” ingredients in global beauty, like Centella or Licorice, are actually rooted in Indian traditions. At CITTA, we honor that legacy. We clinically back ingredients like Gotu Kola (our very own Centella), Kumkumadi, Ashwagandha, and reformulate them in stable, modern ways so their efficacy speaks globally, not just historically.
As a young founder, you’ve already made significant strides in the beauty industry. What has been the most challenging aspect of launching CITTA, and how have you navigated these challenges?
Breaking through the noise in a trend-chasing industry was tough, especially when you’re trying to do something rooted and slow-built. But we stayed true to our purpose: real results, honest & transparent ingredients, and no shortcuts. Once people saw the authenticity behind our formulations, trust followed. In fact, we intentionally took an unconventional route by starting with baby care, one of the most delicate and trust-driven categories. That foundation helped us expand naturally into adult skincare with the same integrity.
How do you see the role of women in the Indian beauty industry evolving? How do you hope to contribute to that evolution?
Indian women have always shaped beauty, whether it was our grandmothers’ nuskhas or formulating from scratch. But now, we’re also CEOs, formulators, and changemakers. I want to be part of that new wave, where women don’t just consume beauty but redefine what it stands for.
You’ve mentioned ingredient transparency as a key focus for CITTA. What steps do you take to ensure customers trust the products they use, and how does this transparency align with Indian values of skincare?
Transparency isn’t a marketing strategy, it’s cultural. Our traditions always valued “know what you’re putting on your skin.” At CITTA, we list full ingredients, disclose percentages, and explain their purpose because we believe knowledge is power, especially when it comes to caring for Indian skin.
K-Beauty is a major global trend. How do you think Indian skincare can learn from K-Beauty, and where do you think K-Beauty might fall short when it comes to Indian skin types and preferences?
K-Beauty brought attention to layering and science-backed hydration, and that’s great. But Indian skin has very different needs, it’s more melanin-rich, more reactive to pollution, and faces climate extremes. We don’t just need trend-driven skincare, we need melanin-aware, adaptive formulations grounded in our own biology and geography.
What are some of the unique ingredients from Indian skincare traditions that you feel are underappreciated in the global beauty market, and how do you plan to reintroduce them through CITTA?
There are so many powerful ingredients from Indian traditions. At CITTA, we’re bringing attention to ingredients like Haldi, Gotu Kola (Mandukaparni), Mulethi (Licorice), Ashwagandha, Kumkumadi, and Saffron, but not just in their raw forms, we’re researching how to deliver them more effectively through modern science.
For instance, Haldi is deeply personal to so many of us. We’ve all seen it used in everything from treating breakouts to adding a natural glow before weddings. Our grandmothers always believed in haldi for its antiseptic, anti-inflammatory, and complexion-enhancing properties. And they weren’t wrong! Modern science now confirms its ability to fight acne, brighten skin, and reduce inflammation. Furthermore, Gotu Kola isn’t just great for calming inflammation, our R&D has focused on its collagen-boosting properties and how it helps in skin regeneration, especially for sensitive and damaged skin. Mulethi is another underrated powerhouse. It’s fantastic for pigmentation and brightening, and we have worked on controlled extraction methods to maximize efficacy while maintaining gentleness. Ashwagandha also has fantastic skin-barrier-strengthening properties. Our Kumkumadi complex is inspired by traditional oil blends, but we’ve refined it with modern sensibilities, making it non-comedogenic and suitable for everyday use without compromising on glow or richness. And Saffron, of course, is reimagined in our line not just for its heritage value, but for its clinically proven role in skin tone improvement and antioxidant protection.
As someone who’s already achieved so much at the age of 22, what advice would you give to aspiring entrepreneurs, particularly women, looking to break into the skincare or beauty industry in India?
Start with a problem you deeply care about. That’s how CITTA was born, from a personal shock and a cultural disconnect. As a woman founder, don’t shrink your vision. Lean into your heritage, question trends, and build something that’s as rooted as it is relevant.
About Akanksha Sharma
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), the name CITTA embodies the brand’s 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 the brand’s premium bath & skincare products deliver optimal results, providing end users with the best of both worlds.
