Prakti Beauty launches on Nykaa's Global Store

By

Isabelle Crossley

Published
Dec 17, 2021

Entrepreneur Pritika Swarup’s new skincare brand Prakti Beauty launched in India on the Nykaa Global Store on December 17. Swarup also plans to continue to expand the brand’s product line. 

Designed to mix traditional Indian skincare remedies with modern technology, Prakti Beauty’s hybrid skincare products are now available on the Nykaa Global Store. Nykaa’s dedicated e-commerce shop for international brands launched the brand with its ‘PritiPolish’ exfoliator and ‘MahaMask’ moisture treatment. 
 
“I am intimately involved in every aspect of product development, from envisioning each product, to choosing key ingredients, changing textures, reconfiguring formulas, and testing it all with the lab,” Swarup told Vogue India about her workflow.

“For me, Ayurveda was a great place to start because of the holistic philosophy of treating the entire self. We determined early on that we wanted this brand to go beyond beauty with holistic properties.”
 
Swarup plans to continue to expand the brand, which she launched in the U.S. in autumn this year. Upcoming launches for the brand include a ‘DeviDetox’ cleanser and ‘meditation scarves’ made by women from around Lucknow in traditional chikankari stitching. 
 
“Longevity is key in every market and being able to be out there and have something new and exciting to talk about,” said Swarup.

“That was the strategy behind launching a new product every few months. We launched with PritiPolish which is a rice polish exfoliator because it's not a common product that people are used to.”