Akanksha Sharma’s CITTA Sets New Standards in Skincare Innovation With A Conscious Approach

Pune, India - At just 22 years old, Akanksha Sharma, Co-founder and CEO of CITTA, with her mother (Monisha Sharma) and brother (Tanay Sharma) took the unconventional route of entering the skincare space through the niche and sensitive segment of baby bath and skincare. Cut to present, that bold decision has evolved into a trusted, homegrown skincare brand that’s making waves across generations. Akanksha’s journey was about reimagining skincare from the ground up with an ethos rooted in transparency, tradition, and trust.

Homegrown brand CITTA started with a simple but profound vision. To create safe, effective, and thoughtfully curated products for the most delicate skin, i.e., babies. What began as a purpose-driven baby care venture is now a full-fledged skincare movement that appeals to both new-age parents and conscious consumers alike. And at the helm is a woman who is as methodical as she is passionate.

Most skincare founders enter the industry targeting adult consumers. Those chasing glow, hydration, or anti-aging benefits. But Akanksha Sharma took a radically different path. At just 22, she began at the very foundation, baby skincare, where trust is sacred, and purity isn’t just a selling point. “Starting with baby care was a values-driven decision,” says Akanksha. “If our formulations could be safe and effective for a baby’s sensitive skin, they could earn the trust of an entire family.”

Her idea was simple, yet revolutionary - build products with full ingredient transparency, backed by science but inspired by India’s rich skincare heritage. No vague labels. No confusing jargon. Just clean, honest care. It was a bold move in a market where many brands either leaned heavily on ancient remedies or heavily marketed chemical-laden products masked as “safe.”

But what truly made CITTA stand out was its commitment to Indian skin needs, something Akanksha noticed was grossly overlooked in the skincare landscape.

“Too many brands are running after trends, especially Korean skincare fads that aren’t always suitable for our climate, our skin textures, or even our lifestyles,” she explains. “Indian skin is unique. We face different challenges like hyperpigmentation, humidity-induced breakouts, pollution, sun exposure, all of which require a different formulation mindset.”

While others were trying to retrofit international products into Indian routines, Akanksha was building solutions for Indian skin from the ground up. From the formulation stage itself, CITTA considered the nuances of melanin-rich skin, tropical weather conditions, and pollution exposure.

Akanksha’s unique perspective stems from her international education. She holds a degree in Apparel Industry Management from the Fashion Institute of Design & Merchandising (FIDM), Los Angeles. Despite her global exposure, Akanksha remained deeply connected to her Indian roots. CITTA’s product development integrated traditional Indian ingredients like turmeric, ashwagandha, kumkumadi, gotu kola and coconut oil, remedies her grandmother would recommend during her time abroad, backed by scientific research.

What sets CITTA apart in an increasingly crowded market is its commitment to transparency and consciousness. Every ingredient is disclosed, every formulation tested, and every claim substantiated. CITTA educates its customers, helping them make informed decisions. “We’re here to empower our customers, be it our baby care products or our adult range, we want people to understand what they’re putting on their and their little one’s skin,” says Akanksha.

This purpose-driven approach has earned CITTA not just customer loyalty, but industry recognition as well. In 2024, Akanksha was awarded the Her Circle Bizruptor of the Year Award for Scalability. She was also honored at the Femina Achievers 2024 - Maharashtra awards, further solidifying her place as a rising star in India’s entrepreneurial ecosystem. Her journey and vision have been featured across leading platforms including YourStory, Pune Times Mirror, Cosmopolitan, Femina, The Weekend Leader, and Adgully, inspiring a new generation of Indian entrepreneurs, especially women, to pursue bold ideas grounded in authenticity.

What truly defines Akanksha’s leadership is her hands-on approach and her genuine care for the brand, for her team, and for her consumers. She is deeply involved in CITTA’s Research & Development, often leading product testing herself, collaborating with experts, and obsessing over customer feedback. She credits her entrepreneurial values and her operational strength to her mother and brother Monisha Sharma and Tanay Sharma (also the Co-founders of the brand). Together, they’ve built CITTA into a movement rooted in family, empathy, and long-term impact.

About CITTA:

Founded in Pune, India, CITTA is a premium, homegrown skincare brand under Lexicon Lifestyle - A Lexicon Group Enterprise. Co-founded by Akanksha Sharma, Monisha Sharma, and Tanay Sharma, CITTA offers safe, science-backed skincare solutions for babies, children, and adults. Inspired by Indian traditions and scientific advancements, CITTA is trusted for its transparency, quality, and purpose-driven approach. To learn more, visit www.cittaworld.com.

Backlink: www.cittaworld.com



 





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