In just four years, CITTA has emerged as a trailblazing premium skincare brand that began with a modest offering of five baby care products and has since expanded to an impressive portfolio of over 30 carefully formulated products, spanning both baby care and adult skincare ranges. Rooted in time-tested dadi nani ke nuskhes and propelled by scientific innovation, CITTA represents a new kind of homegrown bath & skincare brand, one that’s culturally conscious, science-backed, and proudly transparent.
CITTA’s journey began in 2021, spearheaded by Akanksha Sharma, Tanay Sharma, and Monisha Sharma, with a clear vision. To create a conscious, transparent skincare brand rooted in Indian tradition yet reimagined for today’s world. Launching in one of the most trust-driven categories, baby care, was a bold and deliberate move. In a market saturated with century-old players, CITTA built trust from the ground up through ingredient honesty, scientific validation, and formulation integrity.
From 5 Products to 30+ SKUs
In just four years, the brand has grown from its original five baby care products to over 30 offerings across both baby and adult skincare segments. Each formulation features a thoughtful blend of powerful Indian ingredients – Haldi, High-Grade Camphor Oil, Coconut Oil, Aloe Vera, Humus Extract, Mulethi, Gotu Kola (Centella), Ashwagandha, Thanaka, Capilia Longa, Bakuchiol, Kumkumadi, Saffron, backed by scientific advancements using trademarked and patented actives like AQUAXYL™, Encapsulated Ubtan, and Redensyl.
Today, CITTA enjoys pan-India availability, with a strong presence across major metro cities and growing reach across the country. The brand has achieved this wide reach by leveraging both digital and physical touchpoints, a true omnichannel strategy.
From a D2C digital-first approach, CITTA has scaled its retail footprint to over 100 offline outlets, while continuing strong performance across major online platforms like Amazon, Flipkart, FirstCry, Nykaa, and its own e-commerce website. This blend of offline and online channels has been critical to CITTA’s exponential rise.
CITTA follows a hybrid distribution model:
- Online: Own website, marketplaces like Nykaa, Amazon, Flipkart, FirstCry.
- Offline: Pharmacies and beauty retail chains across India.
This diverse network allows CITTA to remain accessible while maintaining a high-touch experience for its premium products.
Akanksha Sharma – Co-founder & CEO: The strategic driver, Akanksha oversees brand building, product innovation, customer engagement, and marketing strategy. At just 22, she has been widely recognized for her vision and execution, earning accolades like Her Circle Bizruptor of the Year and Femina Achievers Maharashtra 2024.
Tanay Sharma – Co-founder & COO: The operational backbone of CITTA, Tanay leads end-to-end operations, offline sales, and go-to-market strategy, ensuring seamless execution and scalable growth.
Monisha Sharma – Co-founder & Mentor: The heart of the brand, Monisha brings time-tested wisdom, traditional knowledge, and grounding to CITTA’s ethos and product philosophy, while also overseeing procurement and supply chain to ensure authenticity and quality at every step.
CITTA currently clocks monthly sales of Rs. 50 lakhs, driven by its unique blend of trust, tradition, and transparency. This growth underscores the brand’s strong resonance with conscious consumers seeking safe, effective, and culturally rooted skincare solutions.
Operating with a Rs. 20 lakhs monthly marketing budget, CITTA maximizes its impact through digital storytelling, influencer advocacy, and content marketing. The brand prioritizes community-building and customer education, especially around ingredient knowledge and product efficacy.
CITTA recognizes that skincare is deeply cultural and personal. With an increasing focus on vernacular outreach through selective regional language content, the brand aims to build stronger emotional resonance and trust across India’s diverse communities.
In an age of fleeting brand loyalty, CITTA bucks the trend with a loyal and growing repeat customer base through:
- Ingredient transparency
- Visible results backed by R&D
- Customized follow-up touchpoints
Whether it’s a parent reordering their baby’s shampoo or an adult switching entirely to CITTA’s face care range, the brand sees high repeat purchase rates, driven by genuine product performance and trust.
CITTA’s rise is a reflection of India’s skincare renaissance, led by entrepreneurs who are proud of their heritage and bold in their innovations. With thoughtful and conscious formulations, a clear brand ethos, and a consumer-first mindset, CITTA continues to redefine what it means to be a truly conscious, homegrown beauty brand.
As Akanksha Sharma puts it:
“We didn’t want to create just another natural skincare brand. We wanted to take what our grandmothers taught us and validate it with science. That’s what CITTA stands for – a balance of dadi nani ke nuskhes and innovation.”
