1. You started CITTA at the young age of 22. What inspired you to enter the skincare industry and build a brand that focuses on clean and transparent beauty?
Skincare has always felt personal to me. Growing up, I saw how much care and intention went into choosing the right products, especially when it came to babies. When I began researching the baby care market, I noticed that many parents were either relying on expensive international brands or settling for products that were not fully transparent about ingredients.
I kept thinking about why an Indian brand could not set the same benchmark while being rooted in our climate and skin needs. That thought led to the creation of CITTA. I wanted to build a brand that felt honest, safe, and thoughtfully made, where transparency was not a marketing claim but a responsibility.
2. As a young woman entrepreneur, what challenges did you face while building CITTA, and how did you overcome them?
Credibility was one of the biggest challenges. Entering a highly regulated category like skincare at a young age meant that I had to constantly prove my seriousness and long-term commitment. In offline retail especially, trust is built over time.
I focused on learning every aspect of the business, from formulations and compliance to manufacturing and distribution. I sought guidance from experts and stayed consistent in my approach. Over time, results helped build the trust that was initially missing.
3. CITTA blends traditional Indian skincare wisdom with modern science. Why do you think it is important to bring India’s age-old beauty traditions back into today’s skincare conversations?
India has always had a strong foundation in skincare knowledge. Ingredients and rituals have been passed down through generations, but they were often not presented with scientific validation in modern formats.
I believe these traditions deserve research-backed formulations and global standards of safety. When traditional wisdom is combined with modern science, it creates products that are both culturally relevant and effective. It allows us to respect our roots while meeting present-day expectations.
4. Women today are becoming more conscious about ingredients and product safety. How is CITTA working towards promoting transparency and educating consumers about clean skincare?
Consumers today are asking more informed questions, and that is a positive shift. At CITTA, transparency begins with formulation. We are clear about what goes into our products and why those ingredients are chosen.
We work with dermatologists and ensure that products are tested before reaching families. Through our content and communication, we also try to simplify ingredient conversations so that consumers feel confident instead of confused. Clean skincare, for us, means responsible formulation and honest communication.
5. You have been recognised with awards like Her Circle Bizruptor of the Year 2024 and Femina Achievers 2024. How do such recognitions motivate you as a woman leader in the beauty industry?
These recognitions are meaningful because they acknowledge the effort behind building a brand from the ground up. They serve as a reminder that consistent work and clear values matter.
As a young woman founder, such platforms also give visibility to the larger journey of women building businesses in India. It motivates me to continue leading with responsibility and intention.
6. On International Women’s Day, what message would you like to share with young women who aspire to start their own businesses?
Do not wait to feel completely ready. Clarity often comes after you begin.
There will be uncertainty, and there will be moments of self-doubt. What matters is starting with belief in your idea and committing to learning every day. Build something you genuinely care about. When your intention is strong, you will find the resilience to keep going.
7. The beauty and skincare industry is rapidly evolving. What role do you think women entrepreneurs will play in shaping the future of this industry?
Women entrepreneurs bring lived understanding to the beauty industry. They are building brands that focus on safety, long-term trust, and cultural relevance rather than short-term trends.
As more women step into leadership roles, the industry will become more transparent and consumer-focused. The future of beauty will be shaped by brands that value responsibility as much as growth.
8. As a founder and young leader, how do you balance innovation, business growth, and staying true to your brand’s values?
For me, values guide every business decision. Before launching a new product or expanding into a new channel, we ask whether it aligns with our commitment to intentional and safe skincare for Indian skin and climate.
Innovation is important, but it has to be meaningful. Growth is important, but it has to be sustainable. Staying anchored to our core philosophy helps us scale without losing the essence of why we starte.
Akanksha Sharma, Co-founder and CEO of CITTA
