Nykaa's Global Store: Model Pritika Swarup's Prakti Beauty launched

17 December 2021, Mumbai:

Pritika Swarup is a multi-hyphenate in the true sense. An international model, Columbia University alum, investment analyst, and now, beauty entrepreneur, she’s a name you should know if you didn’t already.

We interviewed her for our July issue, a few months before her brand Prakti Beauty launched in September and she let us in on why it’s a brand to watch out for.

As she launches on the Global Store on Nykaa today, she tells us everything about why she’s looking forward to introducing her hybrid skincare brand to the Indian audience.

A frequent face in fashion glossies worldwide and global campaigns for the likes of Fenty Beauty and Tom Ford, Pritika Swarup’s proximity to the business of beauty has been inevitable, along with a peek into what’s truly missing.

With her skincare brand Prakti (a fusion of her name meaning ‘loved one’ and ‘Shakti’ which stands for ‘female power or energy), she wants to introduce the world to effective skincare that marries traditions and technologies.

She enters the Indian market with both her products, ensuring that the Indian and international launches are in sync.

The making of Prakti Beauty

Swarup hopes to create a brand that’s truly global, inclusive, and empowering. “I set out to build a better product that speaks to my generation, and Prakti is a true representation of who we are—hybrids of mixed cultures, heritage, experiences, multidimensionality, goals, and dreams.

It’s not just about fusing tradition with modernity, it’s about fusing cultures and experiences,” shares Swarup.

The Columbia University alum is as invested in the brand as a founder can be. “I am intimately involved in every aspect of product development, from envisioning each product, to choosing key ingredients, changing textures, reconfiguring formulas, and testing it all with the lab.

For me, Ayurveda was a great place to start because of the holistic philosophy of treating the entire self. We determined early on that we wanted this brand to go beyond beauty with holistic properties,” she adds. In fact, she even relocated to Palm Beach during the pandemic in 2020 so she was closer to their lab.

Vogue (The news article has not been edited by DFU Publications staff)

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