The model and entrepreneur gives Wonderland a look at her travels to Namibia and discusses her holistic wellness brand Prakti Beauty.
“I felt compelled to create a brand that is inclusive and offers a true representation of global beauty,” international model, philanthropist, and founder of award-winning brand Prakti Beauty, Pritika Swarup tells Wonderland. “From childhood, I didn’t feel represented in Western media, but I didn’t realise the extent of the lack of representation until I started modelling, and how absent so many groups were.”
Bringing a holistic approach to beauty and skincare, Swarup is redefining the wellness landscape — using her experiences and platform to advocate for inclusivity and change within the industry. “I made it my responsibility to champion all women with Prakti. This is at Prakti’s core,” she shares.“Prakti champions India’s heritage, culture, rituals, and sciences. It was important for me to make a place for my culture and bring it to a wider audience by drawing on my own personal experience.”
Taking us with her on a trip to Namibia, where she connected with nature and shot a campaign for Escada, Swarup chats about finding a healthy balance in her own life, founding her thriving business, and what’s next.
“I finally arrived in Namibia after a 17 hour flight to shoot ESCADA’s Fall/Winter ‘24 campaign! Our first shoot location was at the dunes near Walvis Bay – so incredibly beautiful. I woke up at 3:00 am, so we could arrive on location by 5:00 am to start shooting as soon as the sun came up. Once I could finally see around, I had to take it all in. Photos don’t do it justice! The landscape was breathtaking and the vastness of the desert felt almost otherworldly. This location, where scenes from Dune were filmed, added to the sense of grandeur.”
“My mom came with me on this shoot – she is also always up for an adventure! We love to bond during self care, which has been something we have done my entire life. After a day spent out in the sun and sand, my skin was in need of some extra care and rejuvenation. We have Prakti’s PaviPure™ Warming Detox Mask on which instantly detoxifies the skin without drying or irritating it (I have extremely sensitive skin). Our PaviPure™ mask is now available at praktibeauty.com and Goop online & in stores. Also, staying hydrated with my Prakti Copper Wellness Water Bottle!”
Hi Pritika! How was your trip? What did you do while in Namibia? Do you have a favourite memory?
My trip to Namibia was incredible! I was amazed by the country’s diverse beauty. I was there shooting Escada’s Fall/Winter 2024 campaign, which took us to three different locations, allowing me to experience a wide range of landscapes, from the vast desert to the rich wildlife on safari. Each place had its own unique charm.
My favourite memory has to be shooting in Sossusvlei at the Dead Valley. It’s not an easy location to get to, nestled deep in the desert, but the effort was so worth it. The valley is surreal, with ancient, skeletal trees standing starkly against the red sand dunes—a sight you don’t often see. The eerie, otherworldly beauty of the place made the shoot unforgettable.
I also had so much fun rhino tracking the morning of our safari. Getting up close to these animals in their natural habitat was very special. It was an experience that made me appreciate nature and the beauty of our planet’s diverse ecosystems.
You are constantly juggling your successful modelling career and growing business – how do you maintain balance while you are on the go?
Maintaining balance is definitely challenging, and it’s not always consistent, especially with travel and the continuously changing demands of my work. I’ve found that establishing a flexible morning routine that prioritises self-care helps set a positive tone for my day. This routine includes meditation, breathing exercises, skincare, exercise, and self-reflection. Each element helps me centre 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.
Practicing holistic wellness is key for me. I integrate practices that balance my mind, body, and consciousness, ensuring that I stay grounded. This has helped me throughout my career to perform at my best, both professionally and personally.
“We had a couple of travel days in between shoot days since it took 4-5 hours to travel to each location. On our travel days we stopped at different lookout points. This was between Walvis Bay and Sossusvlei. Namibia is such a diverse place – you get to see so much wildlife! We were on our way to our hotel in Walvis Bay when we passed a huge flock of flamingos on the beach. I had never seen so many together at one time!”
“The Prakti’s RaniRitual™ 4-step set is my go to routine before every shoot. It addresses all of my concerns and keeps my skin healthy and balanced. It’s the ideal routine for all skin types, combining science-backed innovation with time-trusted Ayurvedic ingredients for the most radiant glow. We stayed at the Otjiwa Safari Lodge for the last few nights, and it was so beautiful. The lodge is surrounded by nature, with lush greenery and wildlife. It felt so serene and peaceful to be immersed in nature. When we first entered the reserve, we saw giraffes, antelopes, and many other types of animals.”
Can you tell us about founding Prakti Beauty? What sparked the idea for your skincare line and how have things evolved since its launch in 2022?
I’ve practiced Ayurveda, India’s 5000-year-old proven wellness system, my entire life and feel blessed to have been brought up with this holistic approach to beauty and wellness. I understood how powerful these rituals and remedies are and wanted to share them in a way that would resonate with a broader audience and make holistic wellness truly accessible.
After doing significant market research, I identified a white space between the very traditional Ayurvedic Indian brands that rely on prescriptive remedies, versus the Western brands that use innovation as their platform. There was no brand that bridged the gap and had the ability to combine these two worlds to successfully appeal to today’s consumer. There hadn’t been any innovation in the space to integrate these proven ingredients and remedies into the routines of today’s woman in a way that would enhance their experience.
In addition to this, I felt compelled to create a brand that is inclusive and offers a true representation of global beauty. From childhood, I didn’t feel represented in Western media, but I didn’t realise the extent of the lack of representation until I started modelling, and how absent so many groups were. My experiences led to my desire to use my voice and platform to advocate for change in the beauty industry, increasing diversity and inclusivity. I made it my responsibility to champion all women with Prakti. This is at Prakti’s core. Prakti champions India’s heritage, culture, rituals, and sciences. It was important for me to make a place for my culture and bring it to a wider audience by drawing on my own personal experience.
Since our launch, the brand has grown immensely. We’ve gained significant traction and built a devoted community, which I am most proud of. Our recent partnership with Goop marks our first retail collaboration, and we’re excited to continue expanding our product range and reach!
“Another 3:00 am morning as I got my hair and makeup done, drove an hour to the middle of Sossusvlei, and then walked an hour to Deadvlei (Dead Valley) our second shoot location. Sossusvlei has some of the highest sand dunes in the entire world – I loved watching the sunrise over the dunes. So serene and peaceful.”
“Second shoot day in Deadvlei – as it was the Fall/Winter 2024 ESCADA campaign, there were a lot of layers and coats. Not ideal for the desert heat, but it was so worth it! The bright, bold looks sharply contrasted with the neutral beauty of the desert. This location is hands down the most beautiful spot I’ve ever shot at—it’s seriously amazing. It’s one of the earth’s oldest and most captivating deserts, surrounded by the highest sand dunes in the world. These trees are estimated to be over 900 years old. We were told that the trees won’t last forever, so the fact that we got to see this place and shoot there was incredible.”
The line emphasises holistic wellness and rituals passed down from your family. How did these practices shape your understanding of beauty and skincare and what excites you about sharing them?
These practices shaped my understanding of beauty and my approach to skincare by teaching me that true beauty starts from within and it’s all about maintaining health through balance within the mind, body, and consciousness. It’s all deeply connected to overall well-being. Balance is achieved through diet, lifestyle, self-care, mindset, and the use of healing herbs. It’s not just about addressing surface-level concerns but about promoting long-term health and vitality. This holistic perspective is what drives Prakti’s philosophy and product development.
What excites me most about sharing these practices is the opportunity to introduce others to a more enriching approach to beauty to improve overall health and wellbeing. I hope to empower people to embrace a more holistic and fulfilling way of caring for themselves. It’s incredibly rewarding to see our community thrive and experience the transformative power of these practices, reimagined for today’s world.
“We went Rhino tracking one morning in between shoot days. We had to get up super early and drive deep into the reserve. We followed them on foot to three different locations, where we quietly walked through the brush to get an up close view. This experience was truly surreal – Witnessing these beautiful, gentle creatures in person was breathtaking. I felt grateful to be in the presence of such magnificent beings.”
“On our safari, we also spotted a pack of Impalas. It was so special to observe how they connect with one another in their natural habitat. And on our way back to the lodge, we saw a herd of giraffes. They were running together (it actually looked like slow motion)!”
How do you view the impact of Prakti in the beauty industry as a whole?
At Prakti, we’ve embarked on a transformative journey to redefine the traditional definition of beauty by embracing the rich heritage of holistic beauty & wellness. Our brand’s impact on the industry stems from our pioneering role in making India’s time-trusted old holistic wellness system accessible and relatable to a diverse audience.
We’re not just offering skincare products; we’re leading a movement towards education and empowerment. Our commitment to making Ayurvedic education accessible has been pivotal in reshaping industry norms. We launched our Ayurveda For All™ platform to provide resources for all women to easily integrate these beneficial practices into their lifestyles. We’ve empowered individuals to embrace this holistic approach to wellness. This inclusivity is central to our ethos, breaking barriers and ensuring that Ayurveda isn’t limited by cultural boundaries.
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