Pritika Swarup’s Beauty Recommendations and Must Haves

The Expert Edit features interviews with specialists about the products they swear by in their chosen field. For the latest installment, we spoke to Pritika Swarup, CEO and founder of Prakti Beauty, model, philanthropist, and entrepreneur about her recommendations for the best everyday essentials in the wellness and beauty space.

With a background in finance and fashion modeling and a passion for Ayurvedic beauty, launching skin-care brand Prakti was a natural next step for Pritika Swarup. Ayurveda is a holistic approach to skin care and wellness that draws from India’s customs, in which health is maintained from within by achieving balance of the mind, body, and consciousness. From a beauty perspective, this means that the skin is seen as a reflection of the internal state of health, as explained by Swarup. “By restoring balance, Ayurveda offers a framework for achieving radiant skin and optimal health,” she tells PS. An added bonus? “Ayurvedic beauty also focuses on preventing skin care issues like acne, skin aging, and inflammation, rather than just treating them after they occur. This philosophy is all about addressing the root causes of imbalances rather than simply addressing symptoms.”

[Swarup wants] to encourage a sensorial, nurturing approach to self-care, rather than viewing it as a chore or simply part of a routine.

Swarup noticed a lack of skin-care lines with these values that were actually clinically effective and accessible. She also wanted to encourage a sensorial, nurturing approach to self-care, rather than viewing it as a chore or simply part of a routine. With friends in all the right circles — Swarup has collaborated with world-class makeup artists and experts on numerous campaigns — she was able to enlist a team of former Estée Lauder and L’Oréal executives to help develop the products that now comprise Prakti. The key was to craft a lineup that delivers instant results and transformative moments that feel like experiences.

Of course, the endeavor wasn’t always a walk in the park. “My background in finance and fashion played a vital role in my journey as an entrepreneur, equipping me with a deep understanding of market dynamics, consumer preferences, operational strategies, financial forecasting, etc.,” Swarup says. “However, venturing into product creation and development was a completely new challenge for me.”

Luckily, after three years of research and development, Prakti is now gearing up for its biggest, most innovative launch yet with a category expansion in fall 2024. “Our goal is to empower each person to embrace their beauty through holistic self-care. Our top priority as a brand is to listen to and grow our community,” Swarup says.

Getting a bit more personal, the 27-year-old explains that she grew up with a mother who is a holistic wellness expert and father who is an eye surgeon, leading her to develop a strong stance on integrative wellness and natural remedies combined with science-driven solutions. She takes a preventative approach to caring for her skin and body, and has opened up about many of these methods with her shopping guide ahead.

Keep reading to learn why Swarup swears by these 12 must haves, and pick up the ones that sound right for you.