From 22 to CEO: How Akanksha Sharma Is Redefining Skincare With CITTA

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"Do not wait to feel completely ready. Clarity often comes after you begin."

That's not just advice Akanksha Sharma shares; it's exactly how she built CITTA.

At a time when skincare often feels like a mix of marketing buzzwords and half-understood ingredients, the 22-year-old founder decided to step in with a different approach. No noise, no shortcuts, just a clear focus on transparency, safety, and products that actually make sense for Indian consumers.

Today, CITTA, a premium homegrown skincare brand from Pune under Lexicon Lifestyle, caters to babies, kids, and adults. But its foundation wasn't built in a boardroom-it started with a simple, personal observation.

Photo Credit: PR handout

A Personal Starting Point

"Skincare has always felt personal to me," said Sharma. Growing up, she saw how carefully products were chosen, especially for babies, where even a small decision mattered.

But when she began exploring the market more closely, something didn't sit right.

"Many parents were either relying on expensive international brands or settling for products that were not fully transparent about ingredients."

That gap stayed with her. And slowly, it turned into a question she couldn't ignore: Why couldn't an Indian brand set the same benchmark, while actually understanding Indian skin and climate?

That question became CITTA.

"I wanted to build something honest, safe, and thoughtfully made, where transparency wasn't a marketing claim, but a responsibility," she added.

Building Trust, One Step at a Time

Starting young sounds exciting on paper. In reality, it comes with its own weight, especially in a category as regulated as skincare.

"Credibility was one of the biggest challenges," she admits.

Being 22 meant constantly having to prove that she wasn't just experimenting, she was serious about building something long-term. In offline retail spaces, where trust isn't built overnight, that challenge felt even more real.

Instead of rushing, she chose to go deeper.

"I focused on learning every aspect of the business-from formulations and compliance to manufacturing and distribution."

It wasn't glamorous work. But it worked.

Over time, consistency began to speak louder than doubt. And slowly, trust followed.

Bringing Back What Was Always Ours

Photo Credit: PR handout

One of the most interesting things about CITTA is how it approaches Indian skincare traditions, not as nostalgia, but as a foundation.

"India has always had a strong base of skincare knowledge," explained Sharma. "But it wasn't always presented with scientific validation in modern formats."

For her, the goal wasn't to choose between tradition and science, but to bring them together.

"When traditional wisdom is combined with modern science, you get products that are both culturally relevant and effective."

It's a space that's often overlooked or oversimplified, but done right, it has the potential to reshape how Indian skincare is seen globally.

A More Aware Consumer Is Changing the Game

If there's one thing that's shifted in recent years, it's the consumer.

People are reading labels. Asking questions. Wanting to know why something is in their product-not just what it claims to do.

Sharma sees this as a positive shift.

"Consumers today are asking more informed questions, and that's a good thing."

At CITTA, that means being clear from the start-about ingredients, formulations, and processes.

"We work with dermatologists, ensure products are tested, and try to simplify ingredient conversations so people feel confident, not confused."

Because in a crowded market, clarity is becoming more powerful than claims.

Recognition, But Also Responsibility

With recognitions like Her Circle Bizruptor of the Year 2024 (Scalability) and Femina Achievers 2024 (Maharashtra), Sharma's journey has been widely acknowledged.

But she doesn't see it as a finish line.

"These recognitions matter because they acknowledge the effort behind building something from the ground up," she says. "But they also remind me to keep leading with responsibility."

For her, it's also about visibility, about showing that more women are building, scaling, and leading businesses in India.

On Starting Before You're Ready

Photo Credit: PR handout

Ask her what she'd tell young women who want to start something of their own, and her answer is simple-but honest.

"Don't wait to feel completely ready. Clarity often comes after you begin. There will be doubt. There will be uncertainty. But waiting for perfect conditions rarely leads to action. What matters is starting with belief in your idea and committing to learning every day."

The Future of Beauty, According to Her

The skincare industry is evolving fast, but not always in the right direction.

Trends come and go. But what stays is trust.

"Women entrepreneurs are bringing a lived understanding to the beauty space. They're building brands that focus on safety, long-term trust, and cultural relevance," said Sharma.

And that shift could define what comes next.

"The future of beauty will be shaped by brands that value responsibility as much as growth."

Staying True While Growing

Scaling a brand often comes with pressure-to launch more, move faster, expand quicker. But for Akanksha, growth without intention doesn't make sense.

Sharma concluded, "Before anything-whether it's a new product or a new channel-we ask if it aligns with our core values. Innovation matters. Growth matters. But only if they don't dilute the reason you started. Staying anchored to our philosophy helps us scale without losing our essence."