New brand Prakti Beauty expands skincare range

By

Isabelle Crossley

Published
Nov 26, 2021

Model and entrepreneur Pritika Swarup has launched Ayurvedic skincare and beauty brand Prakti Beauty and is expanding its product selection on its new e-commerce site. 

“We will continue to expand our skincare offering and complete the routine, so we plan to drop a new product every few months,” Swarup told Elle India about the new brand’s future plans. “I can’t wait for you all to see what we have in store for you.”
 
The brand’s most recent launch was its ‘MahaMask’ which is designed to moisturise and nourish skin. The product contains soothing turmeric butter, balancing palmarosa oil, antioxidant-rich indica stem, and amla oil, ingredients chosen for their Ayurvedic properties.

“From my childhood to today, I’ve seen very few people who look like me in any type of media in the West,” said Swarup about the motivation behind her brand. “As a young model, I was virtually the only one. Even today, I’m one of the very few Indian models in the business. I felt compelled to create a brand that is inclusive and offers an accurate representation of global beauty.”
 
The brand, which aims to mix Ayurvedic ingredients and traditional Indian beauty remedies with modern packaging and textures, currently retails from its dedicated e-commerce store. 

Prakti Beauty has also recently launched a ‘Priti Polish’ exfoliator, has partnered with a group of Indian illustrators for its packaging, and has partnered with NGO Operation Smile to help children across India.