Can True Beauty Be Engineered—Without Losing Its Humanity?
As we revolve around filters, fillers, and fleeting beauty trends, the global skincare and aesthetics industry has exploded into a $150 billion juggernaut. From Botox injections and Korean glass skin routines to the rise of stem cell therapies, the definition of “beauty” has never felt more confusing. While technology promises miracles and Instagram glorifies perfection, an important question remains: is the beauty industry losing its essence in the pursuit of flawlessness?
Amid this whirlwind of trends and transformations, one name stands out for bringing balance, integrity, and a deeper sense of purpose back to the industry: Dr. Jitesh Shetty, the Founder: Tvam Skin and Hair Clinic, Omorfiya Wellness, and Magnum SX Sports Wellness with a philosophy that beauty is not about masking flaws but nurturing the self, Dr. Jitesh has become a pioneering force in India’s MedSpa movement, long before it was trendy. He fused clinical dermatology with ancient Indian wellness practices at a time when Botox wasn’t even on the radar in the country. Today, his approach is celebrated for blending scientific precision with soulful care, giving rise to transformations that are both skin-deep and soul-deep.
So, how did a young dermatologist defy the norms, challenge the status quo, and carve a path that is now inspiring an entire generation of cosmetic doctors and wellness entrepreneurs? Let’s dive into the remarkable journey of Dr. Jitesh and explore how he’s making a lasting difference in the beauty and wellness world.
The Origins of Tvam: A Journey of Meaning and Med-Beauty Fusion
The name “Tvam” is derived from the Sanskrit word meaning “you.” It was born with the idea that all care, all science, and all transformation should be deeply personal.
“When I founded Tvam,” Dr. Jitesh Shetty reflects, “I wanted to focus on the part of dermatology that had long been ignored—the psychological and emotional weight of looking good and feeling good. Acne, pigmentation, tanning- these shape confidence, identity, and mental health, especially during one’s youth.”
In the late 1990s, while dermatology was still largely clinical, Dr. Jitesh envisioned a fusion of medical science, cosmetic aesthetics, and the timeless philosophy of nurturing the body, rather than merely fixing it. It was a revolutionary idea for its time. In an industry still skeptical of integrating ancient Indian practices and alternative healing with clinical treatments, he broke the mold.
Core Values Rooted in Culture and Care
What sets Tvam apart isn’t just the innovative procedures—it’s the values behind them. Dr. Jitesh’s leadership is steeped in authenticity and a deep respect for both Indian wellness wisdom and modern dermatological advancements.
“MedSpa was more than luxury for me,” he says. “It was about scientific spa therapy, rooted in ancient techniques like Marma therapy, aromatherapy, and massage. I wanted to create a space where the skin is nourished, not destroyed through aggressive procedures. Indian culture never believed in harming the skin to fix it. That stayed with me.”
This belief system guided his leadership journey. Integrity, scientific curiosity, patient-centric care, and continuous learning became the pillars of Tvam’s growth.
Challenges that Shaped a Visionary
Dr. Jitesh’s path was not an easy one. Launching his clinic in 1999, he was working in an era with no Botox, no fillers, and minimal exposure to aesthetic dermatology. He relied on his understanding of human anatomy, alternative medicine, and age-old wellness therapies to treat concerns that conventional medicine often overlooked.
“I was mocked. People called me ‘the doctor who turned into a masseuse,’” he recalls. “But I knew I was on to something bigger.”
Unfazed by criticism, he committed himself to mastering aromatherapy, naturopathy, and acupressure-based techniques. Long before it became mainstream, he was already offering holistic beauty solutions, backed by science and tradition.
As modern tools like Botox and fillers made their way to India in the early 2000s, Dr. Jitesh Shetty was one of the first practitioners in the country to administer them, rapidly mastering these artful techniques and combining them with his unique integrative philosophy.
Staying Ahead in a Trend-Driven Industry
The beauty and wellness space is famously volatile, with trends shifting from K-beauty to injectables at lightning speed. So, how does TVam stay ahead?
“Education and perception,” Dr. Jitesh Shetty answers. “Botox and fillers brought a revolution—but you need an artist’s eye to truly use them well. It’s not just about injecting—it’s about sculpting confidence, understanding facial harmony, and being ethical.”
While Korean brands and the ‘glass skin’ trend gained traction, he remained steadfast in his belief: India holds unparalleled beauty wisdom in its Vedic and Ayurvedic roots.
“They’ve just marketed better,” he says of Korean beauty trends, “but our scriptures hold richer, more holistic knowledge than any trend could offer. I believe India is the real powerhouse of beauty science.”
Building a Legacy of Learning: The Indian Institute of Cosmetology
In a bold move just a decade into his career, Dr. Jitesh Shetty launched the Indian Institute of Cosmetology (IIC)—a groundbreaking initiative to train aspiring aesthetic doctors across India.
“People thought I was creating competition for myself,” he laughs. “But teaching only sharpens your own knowledge.”
Through IIC, he empowered hundreds of doctors, including dermatologists, dentists, homeopaths, and Ayurvedic practitioners, fostering a diverse and dynamic generation of cosmetologists. Despite backlash from orthodox medical circles, Dr. Jitesh stood firm in his mission to democratize knowledge.
At its peak, Tvam had 25 centers, including international ventures like the Kingdom of Bahrain. He even developed a line of chemical-free, preservative-free skincare products under a subsidiary brand—gentle enough for baby skin and revolutionary in an era of synthetic overkill.
The Pandemic Reset and a Return to Core Purpose
Then came COVID-19—a global disruption that forced even the most stable businesses to recalibrate. Dr. Jitesh’s sprawling network of clinics faced tough decisions, and many centers were shuttered, including his Bahrain branch.
However, this was no failure—it was a strategic return to roots.
“I wound down, intentionally,” he shares. “Now, I work alone, with therapists assisting me. I want to perfect everything I’ve built before opening the doors to others again.”
This phase, he says, is about evolution, introspection, and refinement. He focuses now on research and advanced therapies, creating a knowledge bank for the next chapter.
The Inner Drive: Resilience and Reinvention
When asked about maintaining resilience in a fast-changing field, Dr. Jitesh Shetty’s answer is both humble and profound.
“Treat every case like it’s your first,” he says. “Be nervous, be excited, be careful—but also be confident. Passion is everything.”
A relentless learner, he continues to explore cutting-edge treatments like Omega 7 for skin and hair health, and now, the groundbreaking world of stem cells and exosome therapy—a frontier he believes will define the next century of wellness.
“I blush when people call me a magician,” he admits. “But it’s just science, dedication, and love for what I do.”
What’s Next: Omorfiya and the Future of Beauty
Looking ahead, Dr. Jitesh Shetty is entering what he calls the most exciting phase of his career.
His newest venture, Omorfiya—from the Greek word meaning “beautiful transformation”—is a cutting-edge center focused on stem cell and exosome-based wellness therapies. Unlike conventional treatments, these regenerative approaches focus on cellular healing, longevity, and preventive care.
“Stem cells are the future. We can reverse damage, slow aging, and improve life quality from infancy to old age,” he explains.
However, that’s not all. His vision extends beyond beauty into national pride. His second venture, MAGNUM SX, is dedicated to sports wellness, aiming to empower Indian athletes with the best regenerative technologies.
“I want to see India on that Olympic podium, claiming the golds we deserve,” he says with conviction. “We’ve got the talent. Now let’s give them the technology.”
A Legacy of Leadership, Healing, and Hope
Today, Dr. Jitesh Shetty stands as an icon not just for his remarkable success but for the way he achieved it. He merged clinical precision with emotional intelligence. He pioneered trends before they were trends. He taught a nation to value both science and soul in skincare.
As a leader, he reminds us that real influence is not just growth or expansion, it’s about the lives you touch, the students you inspire, and the legacy you leave behind.
For anyone steering the beauty, wellness, or healthcare industries, the story of Tvam is proof that with vision, courage, and compassion, it’s possible to heal the skin and change lives at the same time.
An Open Letter to Emerging Beauty & Wellness Professionals
By Dr. Jitesh Shetty, Founder: Tvam Skin and Hair Clinic, Omorfiya Wellness, and Magnum SX Sports Wellness
To the next generation of dermatologists, cosmetologists, and wellness entrepreneurs, I write to you not just as a practitioner but as someone who has walked the long and humbling road of discovery.
Before you aim to make an impact, ground yourself. Stabilize. This industry—though full of glamour—is rooted in science, trust, and deep responsibility. Knowledge is infinite, and the moment you think you’ve learned enough is the moment you stop growing. Keep questioning yourself: Am I doing my best? Is my drive rooted in passion or pressure?
Too often, young professionals feel the urge to compete with those who’ve been in the field for decades. They invest heavily—financially and emotionally—without allowing the practice to mature within them. My advice? Don’t rush. Don’t let machines or branding override your medical judgment. Passion must never be compromised by pressure.
This is a fascinating space—beauty, anti-aging, wellness—it’s a privilege to be part of it. So treat it with reverence. Travel, observe, and meet people. You’ll quickly realize how much more there is to learn, and that’s a beautiful thing.
This journey isn’t about shortcuts. It’s about shaping lives. Start slow. Stay humble. And always—always—be a student.
Warmly,
Dr. Jitesh Shetty
Founder: Tvam Skin and Hair Clinic, Omorfiya Wellness, and Magnum SX Sports Wellness
