Meet Prakti: A Small Beauty Brand to WatchCourtesy of Prakti
Shop Small is a monthly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these business owners.
Not only is Pritika Swarup a successful model and global ambassador for Operation Smile—she’s also the founder of Prakti, a beauty brand that embodies her passion for Ayurveda, a holistic wellness philosophy that’s rooted in Indian traditions.
“My mom’s an Ayurvedic doctor, so I was introduced to this holistic approach to beauty and wellness,” says Pritika whose modeling credits include brands like Fenty Beauty and Ralph Lauren. “It was all about well-being as a reflection of balance—balance of mind, body, consciousness, and skin health.”
Pritika launched Prakti in 2021 while juggling her modeling career, and she says every product, from the popular lip oils and calming face masks to the exfoliator that’s packed with pomegranate enzymes, are “deeply sensorial.”
“I’ve created each product as its own mini ritual. I love when people say that it’s like a spa-like experience at home,” Pritika says.
Here, Pritika shares about her journey launching Prakti, reveals the company’s bestsellers, and opens up about plans for growth.
How did you come to launch Prakti in 2021?
Launching Prakti was a multi-year process and took twice as long as I thought it would. The first step was deep research. I spent a lot of time understanding both Ayurvedic principles/ingredients and modern cosmetic science, and how the two could work together.
Once I identified that gap, I complemented it with extensive market and desk research to understand how consumers were thinking about their skin—beauty ideas, desires, pain points, etc.—and where they felt underserved. That insight became a critical foundation for product development.
From there, I had to identify the right lab partners, which was a challenge within itself. Many manufacturers either didn’t understand the complexity of the unique Ayurvedic ingredients I wanted to use or pushed for more conventional formulations. It took time to find partners who were willing to innovate with me and respect the integrity of the concept. At the same time, I was building the business from the ground up—from our brand’s mission, all the way up to supply chain and packaging.
How did your mother’s approach to beauty come into play?
It goes back to being brought up with Ayurveda. My mom’s an Ayurvedic doctor. She was so ahead of the time. We would do these rituals at home, like drinking turmeric elixirs, but now it’s way more mainstream, which I am so happy to see.
With that upbringing and going into modeling, I realized that the industry, particularly in the West, overlooked this holistic philosophy and deep-rooted connection. It was so much more about addressing symptoms or quick fixes for your skin. It was more surface-level results.
During those early days when you were building Prakti, how did you manage your modeling career?
I was moving between classes, shoots, and building Prakti. I was taking formulation and development calls during lunch breaks, working on strategy between fittings, and using travel time to push the business forward. Managing my modeling career alongside that wasn’t always seamless. I had to be extremely intentional with my time, sometimes making trade-offs, turning down opportunities, or navigating moments where I was physically present on set but mentally switching into founder mode the second I stepped away.
You describe Prakti as being “deeply sensorial.” Can you elaborate?
Each product is a ritual in its own right. I wanted to make sure that whether it’s (the products’) mood-boosting aromas, color-changing textures, or warming sensations, skincare is looked at as a moment for yourself. It’s a moment to give back, rebalance, and ground yourself—it’s also a moment to feel more connected to your intentions and goals. I love when people say it’s just like a spa-like experience at home.
Who is your ideal customer?
Our customer is really thoughtful about what she puts on her skin. She is invested in her overall well-being and health. She cares about results, obviously, but she also cares about how they’re achieved. She also loves rituals. She’s a multi-dimensional, fast-paced woman.
What are some of Prakti’s bestsellers right now?
The number one product is our exfoliator. It was the first product I launched and it tells the story of the brand beautifully, but also, I did focus groups with hundreds of women across the U.S., and their number-one desire was glowing skin. We created this advanced milling technique, so the exfoliator is not abrasive. It has pomegranate enzymes to make your skin brighter, softer, and smoother.
The detox clay mask is another standout. It does not dry (once you apply it); it remains really creamy and moist. It creates this warming sensation, so it feels like you’re in a sauna. It opens up your pores to easily extract the pollutants and impurities, and then it just minimizes and tightens them.
The third product is our hydrating serum, SundaSkin. Sunda comes from Sundar in Hindi, which means beautiful. There are so many different serums out there, and I wanted one really good one that hydrates, plumps, and brightens. It’s actually not oil-based—it’s water-based, because I wanted it to work across all skin types, especially oily. It strengthens the skin barrier and absorbs instantly, so it really goes deeply into the skin.
The lip oils are also popular. Everyone loves a good lippy.
Pratki’s face masks are top sellers, according to the founder, Pritika Swarup.Courtesy of Prakti
What’s next for the brand?
Right now, we’re focused on education. There’s so much opportunity to educate people on skin as an ecosystem and holistic health. We have our Ayurveda for All blog platform, where we’ve been posting several pieces to get people familiar with what they can do to improve their well-being.
I never want to just put a new product out there. We want to create this system that supports the skin at every stage and focus on more treatment-based products. I’m more interested in masks and potentially launching an eye cream. Other than that, I’m super excited about in-person, immersive experiences for our audience.
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