Indian beauty brands are bringing familiar flavors, scents and vintage aesthetics into modern products
Pune, (Maharashtra) [India] October 30, 2026: Nostalgia marketing has found its way across industries, from automotive to FMCG, with brands revisiting familiar experiences to connect with consumers. In beauty, this is translating into products inspired by childhood treats, regional flavors, vintage aesthetics and familiar scents. Several Indian brands are now using these cues to shape everything from flavor and fragrance to packaging and naming.
CITTA brings familiar Indian flavors to lip care
CITTA has launched lip balms inspired by Nimbu Soda, Summer Holidays, Vanilla Chai, Litchi Sharbat and Tutti Frutti. Drawing on flavors associated with childhood treats, summer refreshments and holiday memories, the brand brings these references into everyday lip care. The idea is to make an everyday essential more personal by connecting it with experiences consumers already recognize.
Old School Rituals draws on vintage apothecary design
While CITTA draws on flavors, Old School Rituals takes inspiration from vintage apothecary aesthetics. Its products feature pharmacy-style labels, classic jars and names such as Arrack of Rice & Bananas Cleansing Nectar.
Blur India explores sensory nostalgia through scent
Blur India’s Smells Like… solid perfume collection, which includes Smells Like A Candy Store, evokes familiar scent memories.
A way to stand out in crowded categories
These examples show how nostalgia can influence product development, from flavor and fragrance to packaging and naming. For beauty brands, it offers another way to differentiate products in crowded categories by drawing on cultural references that resonate with specific generations and communities. The opportunity lies in reinterpreting familiar memories through products designed for modern routines.
For more, visit: https://cittaworld.com/
About CITTA
CITTA, derived from चित्त (consciousness in Sanskrit), is an Indian beauty and personal care brand built on the philosophy of “Modern Science. Indian Soul.” Launched in 2021 with a first-of-its-kind approach to baby care, CITTA has expanded into personal care, bringing the same commitment to formulations designed for Indian skin and the Indian environment.
Known for its transparency, the brand discloses every ingredient in its formulations regardless of concentration, down to 0.01%. Today, CITTA has over 100 products and a presence in 400+ stores across India, serving 5 lakh+ customers.
