In a highly competitive personal care space mostly catering to either babies or grown-ups, two women entrepreneurs—Sonam Daruka and Shweta Sinha—are shifting the focus with TIVA, India’s pioneering skincare brand created exclusively for girls aged 8 to 12.
The company was co-founded by Sonam Daruka, an experienced entrepreneur and mother to a 7-year-old, and Shweta Sinha, a data analytics professional and mom of an 8-year-old. For them, TIVA is not just a startup—it’s a purpose-driven brand inspired by personal experience and a deep understanding of a niche yet significant group: tween girls.
“Back in the day, we all used the same family soap. But today’s girls are growing up quickly—they’re aware, expressive, and interested in self-care. Yet, there’s almost nothing on the shelves tailored just for them,” Sonam points out.
The Origins of TIVA
The concept behind TIVA emerged from their shared roles as mothers and professionals. While navigating parenthood, both Sonam and Shweta noticed a consistent void: the absence of safe, suitable personal care designed for young girls at the in-between stage of growing up. Most brands were either too child-centric or too adult, overlooking tweens in India’s Rs8000+ crore personal care industry.
TIVA’s Mission and Brand Philosophy
Built with the goal of encouraging confidence through self-care, TIVA offers a line of products that are safe, fun, and confidence-boosting. The formulations are dermatologically tested, free from harmful chemicals, and made specifically for the needs of tween skin—blending natural elements with colorful designs and encouraging messages.
For the girls, it creates a feeling of belonging and independence in their personal care choices. For their parents, especially moms, it offers peace of mind through trustworthy and safe products made for their children.
More Than Just Skincare: Building a Movement
What really makes TIVA stand out is its focus beyond products—it’s about community. Through initiatives like TIVA TV, the brand provides a digital outlet where girls can explore, create, and express themselves. This forward-thinking approach is resonating with a new generation of Indian parents who care about intentional choices and values.
“TIVA is a recognition of every young girl’s story—her self-assurance, her imagination, and her goals,” shares Shweta.
Growth Potential & Brand Positioning
As India’s Gen Alpha continues to grow, the demand for relevant products grows alongside them. Positioned at the crossroads of personal wellness, identity, and meaningful branding, TIVA enjoys a first-mover advantage in the tween personal care category, giving it a powerful place in a market ready for disruption.
Where to Buy & Engagement Strategy
TIVA’s range is currently available on Amazon India, through its own website, and across its expanding Instagram audience. The brand is actively reaching out to customers through creative storytelling and collaborations with influencers.
Ways to reach TIVA
care@thetiva.com
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