A SHINING STAR

A SHINING STAR: PRITIKA SWARUP

Model and entrepreneur Pritika Swarup is one of the fashion industry’s rising stars. While she’s fronted campaigns for M.A.C Cosmetics, Clinique, and Fenty Beauty in the past, she now has a beauty brand of her own, Prakti Beauty. BY SYDNEY SADICK

Why did you decide to create Prakti Beauty?

I wanted to bring Indian beauty to the forefront of the industry and into the hands of all women. Through my exposure to the beauty industry and representing many cosmetic companies, I couldn’t understand why there had never been an India-inspired brand to truly reach global scale. That’s when I identified a white space in the market between traditional Ayurvedic Indian brands and Western ones. While many Indian beauty brands to date have been primarily traditional, lacking product innovation, and seemingly targeted exclusively to an Indian audience, Prakti from the outset was meant to resonate on a global level.

What inspired your products?

Prakti’s inspiration comes from many of my personal experiences; it’s an extension of who I am. To start, I’ve always felt nurtured by every part of my identity, comfortable and proud of my cultural duality; I was born and raised in America of Indian heritage. I’ve never felt caught between these two identities. That’s how Prakti’s hybrid concept came about. Our global approach combines the cultural richness and spirituality of India and assimilates it with the energy and technologies of the West. This philosophy is encompassed in every part of the brand, from the visual imagery to the product formulations, as it’s meant to represent my generation of multidimensional modern women.

Describe your line!

Prakti is clean, cruelty-free, vegan, and glutenfree. Modern, indulgent, high-performance products for all women. They combine the most effective Ayurvedic ingredients with sciencebacked innovation to amplify the results of these time-tested remedies. We have three products available now—PritiPolish Instant Glow Exfoliator, DeviDetox Purifying Face Cleanser, and MahaMask Pampering Moisture Treatment. My goal with each product was to create a sensorial experience that nourishes the skin and soul.

What’s your approach to skincare?

Pritika Swarup I believe in holistic beauty. The radiance of your skin comes from within. I have practiced Ayurveda my entire life and feel fortunate to have been brought up with this approach to beauty and wellness. My product philosophy is simple, clean, effective beauty.

You seem busier than ever. What does a typical day look like for you?

Every day is different for me, so I don’t have a typical schedule. It depends on whether I’m working on Prakti from home (Zoom calls, team meetings), shooting on set, attending events, or traveling for my work with Operation Smile. I wake up at 6 a.m. for early calls. I start my day with stretching, meditation, and setting my intention for the day. It’s important for me to have some time to myself in the morning because everything usually comes at me all at once when the clock strikes 7 a.m. I love taking time for my beauty and skincare regimen. If I have more time, I use either a detox or hydration mask and then I use a cold jade roller all around my face to stimulate blood flow and circulation. Then I’m ready to start the day!

What’s next?

A new product this fall. Stay tuned! T

FALL NAIL PICKS!

PLUS, A LITTLE HISTORY

BY AMY KAMIN

ESSIE

Essie has been the leader in award-winning nail polish color for 35 years. From the start, Essie Weingarten forecasted color trends with witty names to match. The Fall 2022 colors are based on nature but are elevated to the ultimate level of chicness. Top picks include Transcend the Trend, Off the Grid, and Hike It Up.

OPI

OPI has a surprising history, starting as an L.A. dental-supply company. Entrepreneur George Schaeffer purchased the business, and it evolved into OPI, the innovative nail polish company. Today, Schaeffer and wife Irina are well-known philanthropists. Look for OPI’s vibrant Fall Wonders Collection.

DEBORAH LIPPMAN

Since 1999, Deborah Lippman has been a trendsetter in nail polish and has created custom colors for celebrities like Lady Gaga and Taylor Swift. Fall 2022 offers a collection of earthy colors that are velvety smooth with added shimmer. The limited-edition Chocolate Cravings set will have you hungry for more!

ZOYA

Zoya and Michael Reyzis founded the company in 1986, starting with a nail salon/spa that has now evolved into a major manufacturer. Fun fact: They also developed the first fastdrying topcoat! Our favorite of the six colors featured in the Café Creams collection for autumn is the luminous rose gold Bonnie.