Multihyphenate model PRITIKA SWARUP is changing the game in a multitude of industries. The international model, philanthropic powerhouse and beauty boss is re-imagining the way we approach wellness with her brand, Prakti.
Brunello Cucinelli sweater vest, skirt and bag; Max Mara shoes; LOEWE sunglasses; Bucherer Fine Jewelry necklace and bracelets.
Can you share the inspiration behind starting your beauty line?
From a young age, beauty has been a deep passion of mine. My earliest memories are filled with moments spent with my mother, crafting homemade remedies and indulging in self-care rituals that always uplifted me. Since then, I have been a dedicated practitioner of India’s traditional wellness system, understanding the power of holistic beauty and natural botanical remedies. Over the years, I developed my personal philosophy and integrative method, which helped me to maintain an overall balance to prevent outbreaks and skin sensitivities, even with the demanding nature of my job.
Gucci top and sweater; Palm Angels skirt; Simon G bracelet; KBH Jewels ring; White Space earrings.
After spending five years in the fashion industry, I still couldn’t find clinically effective products that also brought these sensorial, nurturing moments of self-care. I also realized this powerful combination wasn’t accessible for all to benefit from, and self-care was viewed by my peers as a tedious task rather than the enjoyable experience I knew it to be—I wanted to change that.
Miu Miu top, bottom and shoes; Ganni sweater; Bucherer Fine Jewelry bracelets.
What is your mission through Prakti?
My goal with Prakti is to redefine beauty standards through holistic wellness—emphasizing the importance of prioritizing overall health and well-being. Prakti is at the forefront with our holistic approach to beauty and emphasis on preventative skincare. Our products are designed to maintain optimal skin health, not only to address existing skin concerns. Prakti lives at the intersection of beauty and wellness, and we are positioned not only as a skincare solution but as a lifestyle choice.
What are some of the key philosophies or ingredients that define your beauty products?
Our product philosophy prioritizes cutting-edge scientific innovation with the pleasure of sensorial experiences, delivering instant results and transformative moments. Prakti products are intentionally formulated to target specific concerns while preventing future sensitivities, ensuring optimal skin health. Our unique approach prioritizes scientific ingenuity in the form of advanced actives, innovative processing, functional aromas and revitalizing sensations. Our formulas boast a multitude of clinically proven ingredients with trusted botanicals for maximum efficacy. Prakti formulas are developed to achieve clear, balanced and radiant skin.
How do you think your heritage has influenced the products in your beauty line?
My heritage has influenced our products in numerous ways—from the formulas and sensorial experience to the packaging. In India, beauty is viewed through a holistic lens; it’s not just about physical appearance but also about self-care and nurturing rituals that enhance overall well-being. This philosophy is reflected in our products, which are designed to nurture multiple senses and elevate your sense of well-being. For example, PaviPure, our breakthrough detox mask, has a relaxing, warming sensation and a mood-boosting aroma that clarifies and calms the mind. Our formulas are infused with powerhouse botanical ingredients that have been used in Indian beauty rituals for thousands of years, bringing the wisdom of tradition into modern skincare. Lastly, our packaging reflects this cultural richness with the vibrant jewel tones of India, genie-shaped jars and copper skincare accessories, all thoughtfully designed to evoke the essence of my heritage.
"From a young age, beauty has been a deep passion of mine. My earliest memories are filled with moments spent with my mother, crafting homemade remedies and indulging in self-care rituals that always uplifted me."
What is your favorite product from your line, and why?
Choosing a favorite product feels like choosing a favorite child—it’s nearly impossible! Each one holds a unique place in my heart because I understand the dedication, love and intention that went into bringing them to life. However, PritiPolish Instant Glow Exfoliator holds a particularly special place for me, as it was our very first launch. It was through developing this product that I truly understood the complexities of product creation, and the valuable lessons I learned during that process have shaped the development of every product that followed. PritiPolish is our hero product and has won multiple industry awards. It is a gentle yet extremely effective dual-powered facial exfoliator that dramatically brightens, unclogs pores and refines skin texture after just one use (suitable even for the most sensitive skin). The result: bright, glowing, velvety soft skin.
This innovative exfoliator made with an advanced milling technique results in uniquely fine rice particles with an ultrasoft feel. It allows users to customize their experience to the desired degree of exfoliation by adjusting the amount of water added to the powder. I also designed the product to provide a beautiful experience that people would truly enjoy. PritiPolish transforms from a white powder to a lavender polish when activated with water, creating a delightful, sensorial moment. In line with our holistic approach to beauty, the exfoliator’s sensorial experience has a mood-boosting natural aroma that relaxes and soothes the mind.
Givenchy jacket, skirt, shoes, bracelet and ring; KBH Jewels earrings and necklace.
How do you balance the demands of being both a model and a business owner?
Balancing the roles of both a model and a business owner is definitely difficult, but I’ve always liked having various involvements. Even while studying at Columbia, I worked as a full-time model, so I’ve become accustomed to juggling various responsibilities. I prioritize time management and stay highly organized to keep everything on track.
As a business owner, the demands are constant, and the work is never truly done. There is a very steep learning curve; the daily challenges can test my resolve. Learning to manage all of the responsibilities associated with launching a brand is the biggest challenge—including leading all operations and business processes—product development, communications, marketing, packaging development, as well as supply chain logistics and distribution. As a founder, I wear many hats, but I also know when I need support so I can focus on the things that I can only do. It’s a bit overwhelming at times, but I always remind myself that doing my best is enough.
Moschino dress; Christian Dior shoes; KBH Jewels earrings; State Property ring; Simon G rings.
As far as modeling, I’m fortunate to be at a stage in my career where I can select campaigns and projects that align with my goals. When I’m on set, I make it a point to unplug from my other work and fully immerse myself in the shoot. It’s crucial for me to give 100% of my energy and focus, which means diving into the mood, embracing the concept and bringing the creative vision to life. Modeling is a team effort; being fully present is key to making that vision a reality.
What does your daily beauty and wellness routine look like?
My daily beauty and wellness routine isn’t set—it’s flexible and prioritizes self-care. And it’s not always consistent, especially with travel and the continuously changing demands of my work. Mornings are my self-care time. This routine includes meditation, breathing exercises, skincare, exercise and self-reflection. Each element helps me center myself and prepare for whatever the day brings. I also check in with myself to see if I need to change it up depending on how I’m feeling and my current needs. This has helped me throughout my career to perform at my best, both professionally and personally.
I love my morning rituals! Despite not being a natural early riser, I ensure I have two to three hours to myself before beginning my workday. My routine starts with a five-minute meditation followed by a low-impact workout like Pilates or CorePower Yoga. Then, I take a walk with my dog, Bella, enjoying the fresh air, especially along the West Side by the water in New York City, now that the weather is so nice.
Afterward, I prepare my CCF (cumin, coriander and fennel) tea at home—it’s my favorite detox drink. en I do my skincare routine, starting with red light therapy and continuing my daily four-step skincare routine (RaniRitual) from Prakti. is keeps my skin healthy and radiant! SundaSkin Serum and SapnaSoft Moisturizer are the perfect base for makeup if I’m going to do a quick, fresh look or heading to a shoot!
Do you swear by any beauty rituals for maintaining healthy skin during busy schedules?
SundaSkin Essential Hydrating Serum ice cubes: I freeze our all-in-one SundaSkin serum into ice cubes and gently glide them over my face. This soothing ritual calms inflammation, refreshes tired skin and delivers an instant burst of hydration.
Skincare supplements: I incorporate supplements like collagen or omega-3 fatty acids into my diet. They support skin elasticity and hydration from the inside out.
Double masking: For a radiance boost, I double mask. First, our PaviPure detox mask purifies (this gently warms upon skin contact to open up and unclog pores), followed by MahaMask moisture treatment to lock in hydration and restore glow.
Facial massage: After applying a layer of MahaMask, I use a gua sha tool for a quick facial massage. This practice helps reduce puffiness, boosts circulation and leaves my skin feeling rejuvenated.
Cold showers: A splash of cold water on my face or a cold shower revitalizes my skin and tightens my pores, making it a refreshing wake-up call (especially on superearly mornings).
How do you adapt your skincare routine when traveling, especially during fashion month?
I prioritize extra hydration to combat the effects of changing environments and long hours. Instead of my usual lightweight moisturizer, I switch to a richer one like MahaMask, which provides deeper moisture and helps combat dryness.
I always travel with my copper water bottle. Drinking from copper vessels has numerous health benefits, including improved hydration and enhanced detoxification. Copper is known for its antimicrobial properties and helps to maintain the integrity of the water, which supports overall skin health.
I mix my exfoliator with my cleanser for a gentle daily exfoliation. This helps maintain smooth skin and prevents buildup without being too harsh, which is especially beneficial during the busy travel period. I also make a conscious effort to get enough rest and sleep, which is so hard during fashion week, but it makes all the difference!
Nutrition plays a big part in wellness; could you share some dietary preferences or principles you follow?
I focus on maintaining balance through my diet by eating seasonally and choosing fresh, nourishing foods tailored to my individual constitution. I prioritize light meals like salads and cooling herbs like cilantro and fennel. I always try to include fruits, grains, oils and proteins in my diet. I also incorporate ashwagandha supplements, add ginger root to my morning tea, and cook with warming spices like cumin and turmeric for their anti-inflammatory and digestive benefits.
What exercise or physical activities do you prioritize to stay fit and feel your best?
I start my day with stretching, which is great for improving posture, especially when traveling or sitting in meetings all day. I also enjoy yoga, Pilates and Barry’s classes. I’m particularly drawn to workout classes because of the communal energy—they create a motivating environment that makes me push myself.
I also enjoy outdoor activities like hiking and biking and always make time for a swim whenever I’m near the ocean. Growing up on the water, I find a dip to be incredibly refreshing. Being in nature and engaging in these activities not only keeps me fit but also contributes to my overall sense of well-being. Mental health is crucial, especially in high-pressure environments.
What are your strategies for managing stress and staying mentally healthy?
I definitely prioritize my mental health and manage stress better now than ever before. In high-pressure environments, I’ve learned that it’s crucial to face stress head-on rather than suppressing it. I make it a point to listen to myself to figure out what’s causing the stress and how to get through it, addressing my needs at that moment.
I’ve developed several strategies to help me stay balanced and mentally healthy. I prioritize self-care, whether it’s daily meditation to gain clarity or 2-1 breathing to improve focus and concentration. These practices help me stay centered and manage stress more effectively, allowing me to perform at my best even when faced with challenges.
I surround myself with a strong support system of family, friends and colleagues who I can lean on when things get really overwhelming. I make it a point to unplug and disconnect from work when needed because rest is just as important as productivity.
LOEWE jacket and shorts; Aquazarra shoes; State Property necklace and earrings; Bucherer Fine Jewelry rings.
You are also a passionate philanthropist and have been the global ambassador for Operation Smile since 2018. Tell us more about your work with Operation Smile. What fulfills you the most about working with them?
I got involved with Operation Smile when I was in middle school as a student volunteer. I was engaged from the start—volunteering at local events, organizing bake sales and packing supplies for mission trips. The mission resonated with me, and my passion for the cause only grew with time. I became an Operation Smile ambassador six years ago. In this role, I represent the organization at international conferences, raise awareness about cleft conditions, spearhead fundraising efforts and participate in medical missions. I’ve been on missions in Peru, South Africa, India and Mozambique. It’s been a humbling and rewarding experience. I feel fortunate to have built a platform to use my voice and bring awareness to causes that are most meaningful to me to create positive change.
Givenchy jacket; KBH Jewels earrings and necklace.
Witnessing how surgery transforms a child’s life is powerful. It is difficult to explain the change afterward in a child’s personality, self-confidence and overall renewed optimism for their future. I get so emotional about it because I have experienced this process with many children and their families. What resonates deeply with me about working with Operation Smile is its tangible impact on the lives of children and adults worldwide. The most fulfilling aspect of my involvement lies in the joy and hope of those who receive these life-changing surgeries. To see someone regain their smile and the ability to speak, drink and eat comfortably—things many of us often take for granted—is a testament to the life-altering impact of this work. Knowing that my contributions, alongside the incredible team at Operation Smile, make a difference in the lives of these individuals and their families is what fulfills me the most.
"In India, beauty is viewed through a holistic lens; it’s not just about physical appearance but also about self-care and nurturing rituals that enhance overall well-being. This philosophy is reflected in our products, which are designed to nurture multiple senses and elevate your sense of well-being."
How do you find moments for yourself during the chaos of fashion month? Do you have any quick grounding techniques you can share?
Fashion month can be overwhelming with fittings, shoots, shows, meetings and events, and it feels like being pulled in many different directions. I remember a few years ago when I attended four shows in one day and nearly collapsed from exhaustion. Balancing these demands with my responsibilities to my company and other commitments often leaves me feeling like there’s no time for myself. To navigate such an intense schedule, I prioritize finding moments of calm wherever possible.
Max Mara top and skirt; Simon G bracelet; Macadam bracelets; State Property bracelets, earrings, ring and ear cuff.
A few of my favorite quick grounding techniques include abhyanga facial massage, which helps to relax and rejuvenate; meditation to center my mind; and warm oil massage on my feet to relieve tension. Alternate nostril breathing exercises also offer immediate stress relief. I disconnect from my phone for an hour and take a walk through the town or a nearby park. This simple change of environment provides a fresh perspective and helps me reconnect with myself.
What new developments can we expect from your beauty line in the coming year?
This is an incredibly exciting time for Prakti because everything is evolving so quickly! In the coming year, you can expect category expansion with the introduction of hybrid skincare and color products. Additionally, we are set to broaden our retail presence across the U.S. starting in October.
We are planning to enhance our connection with our audience through more in-person activations and immersive experiences, allowing people to fully engage with the world of Prakti. This evolution will deepen our relationship with our customers and bring our innovative vision to life in exciting new ways.
Finally, what advice would you give young aspiring models and entrepreneurs who look up to you?
Stick to your vision, embrace the highs and lows of every experience, be kind to everyone, commit fully to your craft, and have the guts and conviction to fearlessly pursue all of your passions.
Photographed by BEN WATTS
Styled by GABRIELA LANGONE
Hair by Sam Leonardi
Makeup by Soo Park
Makeup Assistant: Tsuyoshi Sekimoto
Style Assistant: Rayner Reyes
Shot on location at 165 Surfside Drive, Bridgehampton available through Farrell Companies; [email protected], thefarrellcompanies.com
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