It’s a rainy, end-of-summer day in Hamptons—those incredibly humid ones that make you swear you’ll never complain about the cold again—and the Sag Harbor Goop store is packed. The cottage-like space may be small, but the crowd is not, as enthusiastic beauty consumers line up to meet Pritika Swarup and experience her skin-care and wellness brand, Prakti. The award-winning collection is the latest Gwyneth Paltrow–approved brand to join the ranks, and it’s safe to say this is just the start of what’s on tap for the season as the company gears up for major retail and category expansions.
“I can’t believe how many people showed up!” shares Swarup a few days later. “The sales team said they had never seen so many people in the store! Sure, we’re offering free facials and products, but I could tell customers were excited about learning about the brand. What excites me most is that we’re helping people discover new products that can work really well for them.”
She may be an international model (as the story goes, the Virginia Beach native was discovered at Disney World when she was in high school), but Swarup is also a holistic wellness expert and dedicated practitioner of Ayurveda, and she has a not-so-small side gig of being a global ambassador for Operation Smile. During her time at Columbia University, she founded
the largest student-run investment fund and even worked at a New York–based investment firm. (The New York Post named her the “World’s Most Fabulous Financier,” which helped lay the groundwork for getting Prakti to market.)
As a fierce advocate of increasing diversity and inclusivity in the beauty space, Swarup is also quick to tell you that her brand isn’t about “conventional beauty standards,” but rather, “the importance of self-care and overall well-being.”
It’s not news that there are a lot of beauty brands out there. Why Prakti?
“I have always been passionate about beauty. Growing up, I spent so many afternoons with my mom crafting homemade remedies. We have practiced India’s traditional wellness system since I was a child, which focuses on a holistic approach to beauty. That helped me develop my own unique perspective and personal beauty philosophy. It’s evolved over the years, especially as I became a model, and I started working with best-in-class skin-care experts and hair and makeup artists. All of that influenced my approach to beauty.
I think it’s fair to say my philosophy is more preventive now. I focus on maintaining my skin health, versus just targeting concerns, trying to ensure I keep my skin health optimal with the demanding nature of my job. After years working in the industry, I didn’t find clinically effective products that brought instant results and the sensorial, nurturing moments of self-care that I had grown up with. That was a combination I realized wasn’t accessible, and I wanted to change that. I wanted beauty to be this enjoyable, beautiful experience— one that people look forward to.”
Were there ever moments when you were modeling that you tried a beauty product and thought, “I can do something better?”
“Yes, definitely. I had many thoughts like that over the years. It got to the point where I thought, ‘I can create products that provide a sensorial experience without compromising on results and efficacy. I know there’s more that women need when it comes to holistic beauty and wellness.’ Prakti is the culmination of all of that.”
What was the biggest challenge in getting the brand to the finish line?
“The conceptual development was the first step, and it was an exciting step. From the beginning, I had a clear idea of the initial product direction, and we hired incredible experts in the field to help get us off the ground. The hardest part was getting the final product to market. Before I started the business, I had no experience with product development—it takes numerous iterations to get the product exactly how you envision it. And I’m a bit of a perfectionist. We focus on innovation and creating products that are truly experiential. That process took us a lot longer than I had expected…there were moments where the mood-boosting aroma wasn’t quite right, or the rice powder in our PritiPolish Instant Glow Exfoliator wasn’t quite soft enough. It added time and it added stress, but it was worth it. Ultimately, the standards we created from the beginning set the tone for
the quality of the products.”
Entering Goop is a big moment. What’s next for the brand?
“I’m really excited about partnering with Goop. It’s a great opportunity for consumers to discover the world of Prakti and experience our products. Plus, it’s an outlet where we can physically go into a store and meet our community. I love meeting everyone; I love learning about people’s concerns so we can help address them.
This fall, we’ll also be launching in Credo in all stores and online with our full skin-care line. I’ve always admired that Credo presents the highest-quality products and sets the highest standards across clean beauty, sustainability and safety. That’s what Prakti stands for as well. We formulate all of our products with those requirements in mind. I love that Credo truly cares about the customer.
To celebrate our launch, we will embark on a tour to Credo stores across the U.S. to connect with our community, share the story behind Prakti and bring our clean beauty philosophy to life. The tour will allow us to engage directly with consumers, offering exclusive insights into our products and the values that drive our brand. It’s an opportunity to build deeper relationships, inspire meaningful conversations and celebrate our partnership in a hands-on, immersive way. We will be offering facials, founder meet-and-greets and product samples. We’re excited to kick off the partnership.
When I started developing our products, some of the labs we spoke with said, ‘Well, you can save some money if you skip safety, stability and clinicals.’ How is that even an option? For us, it’s the gateway to entry! I couldn’t believe that some brands don’t take these important steps. I love that Credo ensures that everything is checked, and then double-checked.”
Tell me more about the new launch into color.
“We’ve been working on KhushiKiss Nourishing Lip Oil for two years, and I’m thrilled to launch later this month! The revolutionary formula lives at the intersection of skin care, makeup and wellness. It was developed from a deep concern about the harmful effects of conventional lip-care products. On average, individuals consume 24 milligrams of lip product per day when used, and an average of 7 to 9 pounds in a lifetime! Many lip products on the market include ingredients that can be harmful when ingested, such as heavy metals and toxic chemicals.
Recognizing the need for safer alternatives, we set out to create a product that not only avoids these toxins, but is also safe and even beneficial for your skin and overall wellness when ingested. Infused with nutrient-rich anti-inflammatories and adaptogens known for their holistic healing properties, the formula nourishes internally to support skin health and whole-body healing, while being a clinically effective skin-care treatment. The Lip Oils also deeply moisturize, protect and plump the lips immediately and over time, while providing sheer, buildable color to enhance and even lip tone.”
Obviously, the brand is a huge part of your life. How does a holistic lifestyle look for you outside of work?
“My personal routine is flexible because my schedule can get super hectic. Sometimes, I’m getting ready to go to a shoot or I’m heading to an event or I’m traveling…and all of that comes with changing demands. I try to make mornings my self-care time. Even though I don’t love getting up early in the morning, I do. I start off with meditation and breathing exercises and incorporate facial massage into my skin-care routine. I take my amla, ashwagandha and turmeric supplements in the morning. It helps me perform my best and gets me ready for the day. Movement is also so important. When I’m sitting down all day, my posture takes a toll. I try to go on a walk in the morning or do Pilates or yoga. It’s nice to get your body moving—it really does provide balance.”
Is Ayurveda still a part of your day-to-day routine?
“Yes, I incorporate it into my routine in many different ways. I prepare CCF tea, Ayurveda’s miracle tea, every morning, which is cumin, coriander and fennel to detoxify my system. For diet, I stick with protein, grains and cooling foods because, right now, my dosha is a little bit inflamed. Foods like cilantro and salads help; I eat three to four small meals a day because I have learned that is better for my individual constitution. At one point, I was having one to two meals a day and my energy levels fluctuated a lot. There’s such an interesting science behind the Ayurvedic lifestyle.”
Are there any other industries you’d love to get into?
“Quite a few! Last year I designed a capsule collection of shoes for women. There are so many projects on my mind—fashion design and writing being at the forefront. I’m exploring opportunities in both areas, and it’s an exciting time. Fashion has always inspired me. The relationships I’ve built with designers are invaluable, and every season brings a wave of incredible new talent that fuels my creativity. Staying connected to this energy is something I cherish, and I know it will always be a part of who I am.”
