In an exclusive interview, Nipun Mittal, CEO of Anaaya Cosmetics, shares how the brand is navigating the evolving landscape of clean beauty as Indian consumers become increasingly ingredient-aware and discerning.
From balancing performance, safety, and affordability to competing with global beauty giants through locally relevant formulations, Mittal offers insights into Anaaya’s philosophy of conscious skincare.
He also delves into the brand’s holistic approach to sustainability, its strategy for building trust in the age of digital-first discovery, and how Anaaya is preparing for the future of personalized beauty in India without losing sight of simplicity and real consumer needs.
1. With consumers becoming more ingredient-aware, how is Anaaya Cosmetics redefining clean beauty while balancing performance, safety, and affordability?
At Anaaya, we believe clean beauty should never mean compromise. As consumers become more informed, they are looking for transparency, safety, and results all at once. Our approach is to formulate thoughtfully using well-researched, globally accepted ingredients that are safe, effective, and suitable for Indian skin and climate conditions. Every product goes through rigorous testing to ensure performance while remaining gentle and accessible. We consciously avoid unnecessary fillers and overpricing, so clean beauty remains inclusive rather than aspirational.
2. How do you see Indian beauty brands like Anaaya competing with global players, and what makes Indian formulations uniquely relevant today?
Indian beauty brands today are deeply rooted in understanding local skin needs, concerns, and lifestyles. At Anaaya, we formulate an awareness of factors like humidity, pollution, sun exposure, and diverse skin tones that global brands often overlook. This relevance gives Indian brands a strong advantage. While global brands bring scale, Indian brands bring context, agility, and authenticity. Our ability to listen closely to our consumers and evolve quickly allows us to compete meaningfully and build long-term trust.
3. Sustainability is no longer just about eco-friendly packaging. How is Anaaya embedding sustainability across sourcing, formulations, and manufacturing?
For us, sustainability is a continuous responsibility rather than a one-time claim. Anaaya focuses on conscious sourcing, prioritising ingredients that meet safety and ethical standards. Our formulations are designed to be purposeful and minimal, avoiding excess where it is not needed. In manufacturing, we work with partners who follow responsible processes and quality control practices. While packaging is an important part of sustainability, we also believe long-term impact comes from making thoughtful choices at every stage of the product lifecycle.
4. In an era of influencer-led discovery and social commerce, how is Anaaya leveraging digital platforms to build trust and long-term consumer loyalty?
Digital platforms allow us to have honest, two-way conversations with our consumers. At Anaaya, we focus on education over exaggeration. Whether through creators, or customer stories, our goal is to build credibility rather than chase virality. We collaborate with influencers who align with our values and genuinely believe in the products. By consistently showing how our products work, what they contain, and who they are meant for, we are able to foster trust and encourage long-term loyalty.
5. With AI-driven skin analysis and customised routines gaining momentum, how is Anaaya preparing for the next phase of personalised beauty in India?
Personalised beauty is an exciting space, and we see it as an extension of our commitment to conscious skincare. Anaaya is closely observing how technology can help consumers better understand their skin without overwhelming them. Our focus is on building flexible product ranges that can adapt to individual routines and concerns. As technology evolves, we aim to integrate data-driven insights while still keeping skincare simple, practical, and rooted in real Indian needs.
