Is India Really Free? Not In Skincare

Is India Really Free? Not In Skincare

Introduction

Our nation broke the shackles of colonial rule. We won our freedom.

Or did we?

Today, when you open your bathroom cabinet, can you truly say your skin has broken free from the remnants of dependence?

The Swadeshi movement taught us the value of self-reliance, yet the West is busy bottling our turmeric, rose water, and whatnot, only to sell them back to us at triple the price with fancy packaging. We are now discovering the benefits of turmeric for skin and other natural ingredient skin care products through Western brands, when these truths have long been known to us through our own Indian skin care products.

This Independence Day 2025, as we celebrate our freedom, it’s worth asking: are we still living under skincare colonialism, or is it time to embrace Swadeshi skincare and reclaim what is inherently ours?

The Quiet Colonialism In Your Skincare Routine

How Did We Lose Faith In Our Own Remedies?

Imports of makeup and skincare products into India surged to $171.9 million in FY25, up from $80.9 million in FY20, per data from the Ministry of Commerce & Industry. 

Read More At: India’s skincare and cosmetics imports surge: Global brands capitalize on growing demand

However, our own skincare industry remains underutilized. Our dadi’s haldi paste for wounds. Our nani’s rose water for glowing skin. These weren’t just “DIY hacks,” they were science, rooted in generations of observation and results. Yet, somewhere between globalization and the ‘glass skin’ obsession, we started believing that imported meant better.

Let’s Understand First… Why Western Beauty Trends Might Not Work For Indian Skin

Trend

Why It Might Not Work

Indian Alternative That Works

Glass Skin (Layered Hydration)

High humidity leads to clogged pores & breakouts

CITTA Aqua Boost Face Gel: Lightweight gel with hyaluronic acid - non-greasy, ultra-hydrating, perfect for oily/ humid Indian weather

Heavy Retinol Serums

Can irritate melanin-rich skin without proper acclimatization

CITTA Regenerative Night Cream: Combines retinol with Kumkumadi & Ashwagandha for gentle, barrier-supporting anti-aging benefits

Expensive Water-Based Creams

Many premium creams are up to 70% water - they feel light initially but evaporate quickly, leaving skin dry, especially in changing Indian seasons.

CITTA Moisturizing Baby Balm: 100% water-free, packed with shea butter & 8 Indian oils, offering deep, all-season nourishment without constant reapplication.

Daily AHA/ BHA Exfoliation

Over-exfoliation in harsh sun can lead to pigmentation

CITTA Cica Face Scrub: Frosted-texture scrub with Centella Asiatica (Cica), niacinamide, and aloe to gently remove dead skin and de-tan.


Climate, Melanin & The Mismatch

Western formulas are not bad. They are formulated for colder climates, lighter skin tones, and lower UV exposure. We are children of monsoons, blazing summers, and balmy breezes; our skin’s needs are not the same. 

Your Declaration Of Skindependence

At CITTA, we believe in meeting the skin where it is, here in India, with natural ingredient skin care products that honor our heritage while embracing what science can do. Not by rejecting one for the other, but by blending both thoughtfully, responsibly, and beautifully.

So, this Independence Day 2025, let’s reflect and reclaim. Let’s remember, when Gandhi spoke of the Swadeshi movement, he was asking us to believe in what is ours, fully and proudly. Let’s free ourselves from unrealistic beauty standards, from imported dependence, from the belief that beauty must come from somewhere else… with CITTA.


Explore CITTA’s range here: https://cittaworld.com/pages/adult-care

This 15th August, liberate your shelves and your skin from foreign dependence. Click here to join us in celebrating the roots that make us who we are.

 

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