Pritika Swarup on Spearheading A New World (Beauty) Order – One That Sees East and West, Past and Future Come Together

Dressed in Bvlgari high jewellery, the model-entrepreneur shares her impressive journey with Bazaar Arabia

Growing up in Virginia as one of only two Indians in her grade, Pritika Swarup knew what it felt like to be different. Luckily her mother, Aruna, a practicing Ayurvedic doctor, instilled a strong belief that all women are beautiful, which helped her through these challenges. “She really got me excited about beauty and introduced this wellness philosophy to me. We would be in the kitchen making simple chickpea flour, lemon and honey masks, sometimes adding orange peel or rice powder for exfoliation,” she reminisces. It’s no wonder she adopted her mother’s approach.

While she was at school, like many teenagers she suffered from acne, and it was Aruna’s remedies that helped. These moments of nurturing and self-care shaped her understanding of holistic beauty. Fast forward, and this graduate of Financial Economics saw there was a business opportunity… but it was about more than just profit, it was about purpose. “I come from a family of doctors, so a beauty brand was not something I really thought of, it just happened.”

Now, aged 27, Pritika – a model, activist, and entrepreneur – is on a mission. She wants to break down barriers, and champion diversity and inclusivity in the beauty industry. How? Via her brand Prakti which combines the ancient wisdom of Indian Ayurveda with a contemporary approach, earning it the label ‘Ameri-Vedic’ from experts.

What started as a personal passion project has now got an army behind it. Her self-funded company was recently selected by True Beauty Ventures for their mentorship programme, joining the ranks of other innovators like biotech hair brand K18. As of this month she will also be working with Credo Beauty (known as the Sephora of clean beauty) available in its stores both off and on-line. While others might argue over whether Ayurvedic beauty is taking over from the K-beauty craze, Pritika is focused on bringing a fresh perspective to traditional Ayurveda, demonstrating that it can seamlessly integrate into mainstream beauty.

The New York-based model personifies the cliché East meets West. She has embraced both her ethnicity and her upbringing, fronting campaigns for both American and Indian lines including Fenty Beauty, Ralph Lauren, Prabal Gurung and Sabyasachi. Serendipity also seems to have played a large part in her life. “People often ask me how I got to this point,” she tells us. “I think I have taken thousands of little steps that ultimately lead to one big one.”

She is driven by impact rather than achievements, despite receiving a Lifetime Achievement Award from Harvard University. “I don’t really see my life or brands in terms of milestones. It’s more about impact. What can we do to support our community? What can we do to give them better products, better experiences? The baseline is always changing. So I don’t really have milestones,” she explains.

This feature is a prime example of life happening to her rather than her manifesting a road map. “I got the call for this Harper’s Bazaar Arabia shoot just a few days before I needed to be in Rome, and it all just happened.” As this cover story coincides with the approach of Diwali (the Hindu festival of lights) – a very special time for South Asians – the timing seems most fortuitous.

Chance seems to have played a part in her story from the start. At 17, she was spotted by a model scout at Disney World. At the time her only aspiration was to continue interning at non-profit Operation Smile (she went from being the girl who helped sort mail to becoming their Global Ambassador, working in many countries including India), and to attend Columbia University. She managed both and also began appearing as a face for MAC, Clinique, and Fenty.

But modelling made her question her self-worth. “There is so much rejection. It could be any little thing that wasn’t right – you’re too skinny, too fat, too tall, too short,” she recounts. This was even more profound for Pritika as a brown-skinned girl working in America. “A decade ago, people were not open to different looks. The whole diversity conversation had only just started then.” Her experiences led to the creation of Prakti. The brand describes itself as a “beautiful clash between tradition and technology.” Prakti, a fusion of her name and the Sanskrit word ‘Shakti,’ meaning ‘female power or energy,’ holds significant meaning for Hindus.

Sensitive-skinned Pritika has put much love into the products and says, “While I had conceptualised and identified the key ingredients for each product, bringing them to fruition – from formulation and rigorous testing to maximising efficacy – proved to be a challenge. Each step in getting a single product to market takes a lot of work – and it never goes as smoothly as you hope.”

She hired a team of former Estée Lauder and L’Oréal professionals to ensure effective formulations. She adds, “Now, with six products in our line-up, I look back on our first, PritiPolish (our hero), as the most difficult.” Each is a sensory experience; these are new-age skin rituals. Like Maha Mask was based on a recipe that was passed down her maternal line, which has Ayurvedic ingredients like turmeric and sandalwood but also hyaluronic acid. You can use it as a mask, or a spot treatment or even as a hand cream in winters. She wants all senses to feel pampered when using her products.

“The idea is that skincare rituals should be both beautiful and mood-enhancing.” She’s even got a quiz on her website to help first-timers find their Dosha – one of the three energies believed to circulate in the body and govern physiological activity. Pritika takes a minimal approach to beauty and prefers products that enhance her natural look. Her daily skincare routine reflects this philosophy. “My everyday routine is DeviDetox purifying cleanser and the Priti Polish instant glow exfoliator, and I use it every day.

Sometimes I put a little bit of it in my cleanser. Then I do SundaSkin serum.” She must be doing something right as her line has gained accolades at the 2023 Bustle Beauty Awards and at the recent edition of @thezoereport’s Beauty Hero Awards. Prakti launched four products in its first year, taking a steady approach. Pritika is in this for the long run. The range includes a copper water bottle (used for centuries in Ayurveda for its antibacterial properties) and a meditation dupatta (headscarf).

“We’re launching our first hybrid skincare/make-up product this October. It is skincare first, then colour second, and also has a wellness approach,” she divulges. The KhushiKiss Nourishing Lip Oil has a sheer buildable colour. “I used to use heavy make-up but not now.” Her essentials include bronzer, highlighter, blush, mascara, and eyebrow gel. For eyes, she often turns to Huda Beauty. “It is great how products from all parts of the world are now part of a global conversation.” And though she doesn’t currently sell in stores in this part of the world, it’s very much in the pipeline. “My website delivers and we have clients in the region. I feel Middle Eastern skincare traditions are very close to India’s and there is a natural overlap.”

Pritika’s proud dual identity is a constant source of strength. “It’s important for other women like me not to feel that being different is a bad thing. You have to accept your traditions, honour them, learn from them, and make them your own.” The Suman Saroj initiative, named after her grandmothers, employs local craftswomen in and around their hometown of Lucknow, India.

The headscarf that is a part of her product range is crafted by these women “Our scarves are organic cotton with hand-embroidered chikankari stitching – an ancient and traditional art of embroidery.” The initiative’s aim is to provide sustainable income opportunities while bringing global awareness to these culture-defining crafts. Both Operation Smile and this initiative are part of the social impact pillar of Prakti. The former represents the country she grew up in, and the other India, the country of her origin.

A proud global citizen, Pritika navigates different cultures with ease. “Beauty transcends boundaries,” she believes. “It’s about embracing who you are and celebrating your unique qualities.” Over two decades ago, Christy Turlington launched a skincare brand based on Ayurveda, Sundari, which closed down after a few years. But Pritika has good timing on her side. She has the right story, message, and – most importantly – products that show results. Today, a beauty routine is seen as part of a woman’s self-care, and the West is looking to the East for much of its traditions and holistic take on wellness. However she also hopes to continue her modelling career, believing the two truly complement each other.

Pritika has achieved so much already. “I do get asked where I see myself in 10 years a lot. I still see myself running Prakti, but I hope to have a family, maybe living close to New York City. Most importantly, I hope to have impacted women’s lives for the better. And I definitely see Prakti being available in the Middle East and thriving.” Pritika Swarup is not just a model or entrepreneur; she is a role model for the new generation.

Her journey of embracing wellness, blending tradition with modernity, and giving back to the community positions her as a unique voice in the beauty industry. As she continues to build her brand, she is a woman to watch out for, as her story has only just begun.

“People often ask me how I got to this point. I think I have taken thousands of little steps that ultimately lead to one big one”

Photographer: Vladimir Martí. Stylist: Anna Castan. Hair: Diego Miranda using As I Am. Make-Up: Rafaelle Romagnoli. Senior Producer: Steff Hawker. Styling Assistant: Christian Marchesich. Lighting Assistant: Antonio Danato

Lead image credits: Serpenti Earrings in Rose Gold with Aquamarines, Tanzanites, Amethyst, Emerald and Diamonds; Serpenti Necklace in Rose Gold with Onyx Elements, Tanzanite, Aquamarines, Sapphires and Diamonds, POA, both Bvlgari High Jewellery Dress, POA, Etro

From Harper’s Bazaar Arabia’s October 2024 issue