She grew up in the states (Virginia Beach, to be exact), but for Pritika Swarup her Indian culture, traditions and heritage were never far from mind. Now, the IMG model and Global Operation Smile Ambassador is setting her sights on the just-launched skin-care line, Prakti, a brand she hopes will redefine the space with a synergy of Indian remedies, Ayurvedic rituals and the slightest touch of “magic.”
What was the biggest challenge you faced when launching the line?
“I have a very specific vision for each aspect of the brand, so the biggest challenge was staying true to that as the brand development progressed. There were times when we started to deviate from the original concepts as the team grew larger, and I had to pull us back and reiterate what we set out to do. I am adamant about sticking to my vision and remaining authentic through and through.”
What do you hope consumers will get out of your brand?
“Consumers will indulge in a modern, sensorial experience for skin and soul, as well as have confidence in our trusted products—Prakti is beyond clean, cruelty free, vegan, and gluten free. I thought through every angle when it came to the consumer experience and wanted women to look forward to their self care. PritiPolish Instant Glow Exfoliator is a next-gen face scrub that exfoliates skin to luxuriously soft, velvety perfection. It even adds a little magic to your routine—mixing just a few drops of water turns the white powder to a beautiful shade of amethyst. I incorporated little surprises like the PritiPolish color transformation into each product to create an experience that appeals to multiple senses.
Our mission is to inspire women to fearlessly pursue multidimensional, fulfilling lives. Every aspect of the brand—from our website design, packaging and messaging to our ‘Prakti personality’ and visuals—is to inspire and energize women to go beyond and have the confidence to pursue their goals and dreams.”
Are there any other beauty brands you look up to?
“Fenty Beauty because of its commitment to inclusivity and redefining the idea and ideals of beauty.”
What is your dream product to create?
“It’s in the works, so stay tuned for Fall 2022!”