Pritika Swarup is an international fashion model, entrepreneur, and the founder and CEO of Prakti Beauty. She is also an Ivy League graduate and a global ambassador for Operation Smile. In November 2023, she received the Lifetime Achievement Award from Harvard University.
Prakti Beauty combines India’s cultural richness and spirituality with contemporary energies and technologies to create a hybrid beauty line. It takes a holistic approach to wellness and healthy living, offering an Ayurvedic collection that enhances skin through both botanical and clinical elements.
Operation Smile is the world’s largest volunteer-based charity that provides surgery for children with cleft lip and palate. As Operation Smile’s global ambassador, Swarup has been awarded the 2024 Changemaker Award in recognition of her long-term support, generosity, and dedication to transforming the lives and smiles of children around the globe.
Swarup became involved with Operation Smile as a student volunteer in middle school. The mission resonated with her, and her passion for the cause has only grown over time. Six years ago, she became an Operation Smile Ambassador. In this role, she represents the organization at international conferences, raises awareness about cleft conditions, leads fundraising efforts, and participates in medical missions.
You recently received Operation Smile’s 2024 Changemaker Award. Can you tell us about this honor and your work as a Global Ambassador?
I am incredibly honored and grateful to receive the Changemaker Award from an organization that means so much to me, Operation Smile. 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 Global 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, Mozambique, and Brazil. 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.
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 the tangible impact it has 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.
Do you visit the East End often? What does your perfect day on the East End look like?
Yes, I’ve spent a lot of time out in the Hamptons, especially during the summer! My perfect day starts with an early morning walk on the beach. From there, I’d go into town and grab lunch at Sant Ambroeus. Afterwards, I’d head to goop to shop beauty and say hello to their team (our Prakti products are sold at goop, too)! For dinner, I’d go to Crow’s Nest — I love the farm-to-table dishes and stunning sunset views.
Talk about Prakti Beauty’s founding story.
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 philosophy and integrative method, which helped me to maintain overall balance to prevent outbreaks and skin sensitivities even with the demanding nature of my job.
After spending five years in the fashion industry, I still couldn’t find clinically effective products that balance skin health and bring these sensorial, nurturing moments of self-care. I also realized this powerful combination wasn’t accessible for all to benefit, 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.
What is the brand’s mission?
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 of 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.
Tell us more about the product philosophy.
Our products combine cutting-edge scientific innovation with the pleasure of sensorial experiences, delivering instant results and transformative wellness experiences.
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. Our formulas are developed to achieve clear, balanced, and radiant skin.
How do you prioritize clean beauty?
I’ve always prioritized clean beauty, all the way back to when I was making homemade skincare recipes with my mom using natural, trusted ingredients. This early experience taught me the importance of being mindful of what we put on our skin and inspired my commitment to creating products that are safe, sustainable, and effective. For me, clean beauty isn’t just a trend — it’s a fundamental part of my approach to wellness and self-care, ensuring that every choice supports overall well-being.
I formulated all Prakti products to align with the Credo Clean Standard because, in a space without a universal definition of clean, Credo stands as the highest benchmark. Their commitment to purity, safety, and sustainability has always placed them at the forefront of the clean beauty movement, making them the ideal partner in our mission to deliver the most effective, conscious beauty solutions.
