“I always felt the absence of my culture"
Supermodel and entrepreneur Pritika Swarup is launching her own Indian-inspired beauty brand.
Aged just 24, Swarup has already got a diverse range of achievements under her belt.
As well as founding secondary market investment fund Praetorian Management LLC, she has also modelled for brands such as MAC Cosmetics and Fenty Beauty.
After finding success in her previous ventures, Pritika Swarup is now launching her own beauty and skincare line, Prakti.
Prakti combines her name Pritika, and shakti (Hindi for female power/energy).
Swarup feels these two words best express the ethos of her brand, which will launch in the summer of 2021.
Swarup’s Indian roots and modelling experience have inspired Prakti. She wants to bring Indian beauty to the forefront and fill a gap in the market for her generation.
Speaking of the upcoming launch of Prakti in an interview with DuJour, Pritika Swarup said:
“I always felt the absence of my culture in mainstream media and the beauty industry growing up, and especially when I started working in fashion at the age of 17.
“It was then that I realised how much Indian beauty and holistic wellness were significantly underrepresented in the market.
“The clear lack of inclusivity and true representation of global beauty, not only Indian beauty practices but the beauty of Indian women and all women, disturbed me to my very core.”
Pritika Swarup also said that working with other makeup artists has reinforced her belief that beauty comes from the inside.
Therefore, she has created Prakti to reflect that.
“I’m Indian, which means I have a combination of olive and yellow undertones.
“Cosmetic brands hadn’t created a foundation that fit my skin tone until much later in my career.”
“Even two years ago, I was shooting a campaign for a major brand, and they used a foundation that was at least four shades darker than my skin tone.
“I looked in the mirror and didn’t even recognise myself.”
Inspired by personal experience, Prakti’s products are a fusion of India’s cultural and spiritual richness and the modern technologies of the West.
“The ultimate goal is to pull back the curtain on modern India to reveal the holistic beauty and rituals of the East, and at the same time, inspire young women everywhere to pursue multi-dimensional, fulfilling lives, fearlessly.”
Pritika Swarup’s aim for her brand is to bridge the gap between the East and West.
She also strives to empower all women to embrace their natural beauty.