Pritika Swarup on using her Prakti beauty brand to mainstream Ayurveda

Pritika Swarup has built a large following, thanks, in part, to her successful career as a model. A graduate of Columbia Business School, Swarup founded her skin-care brand, Prakti, in 2021. It was designed to blend Ayurvedic tradition with modern skin-care ingredients. It soft-launched with one product, an exfoliating powder.

Today, the brand has six products and sells direct-to-consumer, though expansion into retail will come next year. On this episode of the Glossy Beauty Podcast, Pritika discusses balancing modeling and brand-building, introducing the U.S. consumer to Ayurvedic ingredients, and giving back via Operation Smile, for which she is a global ambassador.