In a beauty landscape increasingly crowded with bold claims and fleeting trends, Anaaya Cosmetics stands out for its quiet confidence—rooted in honesty, science, and conscious living. Founded on the belief that skincare should never force a choice between clean formulations and visible results, the brand reflects a deeper shift in how modern consumers relate to beauty.
In this exclusive interview, Nipun Mittal, CEO of Anaaya Cosmetics, shares the inspiration behind the brand’s inception, how Anaaya balances efficacy with mindful formulation, and why transparency, education, and long-term skin health form the cornerstone of its philosophy.
He also offers insights into evolving Indian skincare preferences and Anaaya’s vision of building a purpose-driven beauty brand that resonates both in India and globally.
Here are the excerpts
1. What inspired the inception of Anaaya Cosmetics, and what gap in the beauty market were you determined to address when you started the brand?
Anaaya Cosmetics was born from a personal search for skincare that felt honest, effective, and aligned with conscious living. While the market offered either clean products that lacked performance or high-performance products with questionable formulations, there was a clear gap for skincare that delivered results without compromise. The intention was to create a brand that prioritised skin health over quick fixes, offering thoughtfully formulated products that feel luxurious yet responsible. Anaaya was envisioned as a brand that simplifies skincare while making consumers feel confident about what they are putting on their skin.
2. Anaaya positions itself at the intersection of conscious beauty and performance. How do you balance clean formulations with efficacy while building consumer trust?
Balancing clean formulations with efficacy begins with rigorous research and ingredient selection. Every Anaaya product is developed with a clear purpose, ensuring that each ingredient plays a functional role in delivering visible results. Transparency is key to building trust, from clearly communicated formulations to honest claims. By consistently delivering performance-driven skincare that is gentle and mindful, Anaaya allows results to speak for themselves while fostering long-term consumer confidence.
3. How do you see Indian consumers’ relationship with skincare evolving, and how is Anaaya adapting its brand philosophy to these changing expectations?
Indian consumers today are far more informed and intentional about skincare than ever before. There is a growing shift from trend-led routines to ingredient awareness, skin-specific solutions, and long-term skin health. Consumers are asking questions, reading labels, and seeking brands they can trust. Anaaya embraces this evolution by focusing on education, simplicity, and transparency. The brand philosophy centres on empowering consumers with knowledge while offering solutions that are effective, accessible, and suited to diverse Indian skin needs and lifestyles.
4. In a highly competitive beauty landscape, what core values or differentiators define Anaaya Cosmetics beyond just products and ingredients?
Anaaya Cosmetics focuses on meaning and longevity rather than momentary trends. Beyond products and ingredients, the brand is guided by transparency, inclusivity, and conscious decision-making at every stage. Anaaya focuses on creating skincare that respects individuality and real skin concerns instead of chasing unrealistic beauty standards. The brand places equal importance on education and experience, helping consumers understand what they use and why it works. From thoughtfully designed formulations to mindful packaging and honest communication, Anaaya aims to build long-term trust and emotional connection.
5. Looking ahead, what is your long term vision for Anaaya Cosmetics in terms of innovation, sustainability, and building a meaningful beauty brand in India and globally?
The long term vision for Anaaya Cosmetics is to build a purpose driven skincare brand that stands for integrity, innovation, and responsibility. Innovation will remain rooted in science led formulations that address evolving skin needs while staying true to clean skincare principles. Sustainability will continue to shape decisions across packaging, sourcing, and production. Globally, Anaaya aspires to represent modern Indian skin through thoughtful skincare that resonates beyond borders, building a brand that is trusted, relevant, and deeply connected with its community.
