Known for its commitment to safe and natural skincare, CITTA is now using its platform to tackle unrealistic beauty standards with a tool called the “Fairness Calculator.” But unlike other tools that reinforce color-based ideals, CITTA’s calculator does something different—it confronts parents with the harsh reality of societal pressures around skin tone, encouraging them to reflect on their values and embrace their child’s natural beauty.
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A Shocking “Fairness” Tool with a Purpose
At first glance, CITTA’s “Fairness Calculator” may seem alarming. The tool appears to ask parents to “measure” their baby’s fairness, sparking an initial sense of unease. However, this discomfort is intentional. The calculator is designed to make parents pause and think, prompting them to consider their own beliefs about skin color. Instead of delivering a so-called “fairness score,” it reveals a powerful message, one that directly challenges the deep-rooted societal obsession with fair skin.
After parents answer questions about their baby’s skin tone and how much they might be willing to invest to make it fairer, the calculator responds not with a rating, but with a reminder of what truly matters:
“Even today, ‘How to make my baby fair?’ is one of the top searches online in baby skincare. Let’s change this together. Because it’s their innocent and trusting smiles that BRIGHTEN everything around! Not their skin color.”
This heartfelt message encourages parents to #LetsThinkBeyondColour, reminding them that a child’s true radiance lies not in the fairness of their skin but in their joy, personality, and innocence.
The “Fairness Calculator” campaign is CITTA’s response to a disturbing trend in online search behavior In baby skincare. According to CITTA’s team, “How to make my baby fair?” remains one of the most commonly searched questions about baby care. For CITTA’s co-founder and CEO, Akanksha Sharma, these searches revealed an uncomfortable truth that the brand felt compelled to address.
“We were taken aback to discover how prevalent this question still is. As a conscious baby skincare brand, we felt a responsibility to address this issue. Our goal is to help parents see the beauty in their child’s natural complexion and reject unrealistic societal standards that only perpetuate harm.”
This Children’s Day, CITTA’s campaign is designed not only to raise awareness but also to empower parents to challenge cultural expectations and embrace their children as they are. By directly addressing parents’ concerns and encouraging them to look beyond skin tone, the “Fairness Calculator” aims to spark meaningful conversations and inspire parents to reject the damaging ideals of colorism.
Real Talk: The Pressures Parents Face
Colorism remains a persistent issue in many societies, and parents, particularly mothers, often feel intense pressure about their child’s appearance. CITTA’s campaign acknowledges the emotional toll this can take, especially in cultures where fair skin is still viewed as a standard of beauty. “Many parents, consciously or unconsciously, feel the weight of judgment from family, friends, and society,” explains Sharma. “They fear that their child may face discrimination or societal pressures based on skin tone, and we wanted to create a campaign that speaks to this pain while encouraging them to break free from these expectations.”
The “Fairness Calculator” is an invitation for parents to challenge these biases, not just for their own peace of mind, but to set an example for future generations. CITTA hopes that by opening up this conversation, parents will feel empowered to foster a healthy sense of self-worth in their children that is not influenced by skin color.
This campaign is part of CITTA’s broader mission to support parents in providing safe and conscious care. Founded on the principles of transparency and natural care, CITTA is inspired by traditional Indian childcare practices—#DadiNaniKeNuskhe—which has been passed down through generations. CITTA’s products are crafted with ECOCERT/COSMOS-certified organic ingredients, giving parents peace of mind about the safety of each product.
However, CITTA’s dedication extends beyond product safety. The brand is using its influence to address pressing social issues, with the “Fairness Calculator” serving as a direct challenge to societal biases. By raising awareness about colorism, CITTA is hoping to reshape conversations around beauty standards, especially in the context of baby care.
Join the Movement: #LetsThinkBeyondColour
As the “Fairness Calculator” gains attention, CITTA invites parents and caregivers to join the conversation and challenge societal standards around fairness. The campaign’s ultimate goal is to foster an environment where every child feels loved, accepted, and valued for who they are—no matter their skin tone.
For more information on the campaign, CITTA encourages everyone to explore the Fairness Calculator and learn more about the message it delivers. Through campaigns like this, CITTA is working to create a more inclusive world, reminding us all that a child’s beauty lies not in their complexion, but in the love and joy they bring to those around them.
As Sharma puts it, “Let’s change this narrative together.” This Children’s Day, let’s raise a generation that knows beauty isn’t defined by skin tone. Let’s celebrate the little ones that brighten our lives - not with their skin color, but their radiant smiles.
For more information or to check out the Fairness Test, visit:
https://cittaworld.com/pages/skin-fairness-test
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