Pritika Swarup: Beauty with Brains

Pritika Swarup, model, aktivistkinja i alumnista odseka za finansije Columbia univerziteta u Njujorku, sve je samo nije obična lepotica. Žena koju je New York Post imenovao kao “World’s Most Fabulous Financier”, pozirala je za neka od najvećih imena u modnoj i kozmetičkoj industriji, uključujući MAC Cosmetics, Fenty Beauty i Prabal Gurung. Swarup je globalna ambasadorka organizacije Operation Smile, učestvujući na konferencijama i medicinskim misijama u Indiji, Južnoj Africi i Mozambiku kako bi podigla svest i omogućila besplatne korektivne operacije deci i bebama koje su rođene sa rascepom usne ili nepca. Žestoko se zalaže za jednakost i 2019. godine je govorila pred Generalnom skupštinom Ujedinjenih nacija o pravima žena u zemljama u razvoju.

Možete li nam reći nešto više o tome odakle dolazite i kako ste postali model, a onda i preduzetnica?

Odrasla sam u mestu koje se zove Virginia Beach, a bila skautovana na porodičnom putovanju u Diznilend. Vrlo brzo nakon toga, odletela sam za Njujork, gde sam potpisala ugovor sa najboljom agencijom na svetu u to vreme. Bilo je to vrlo zbrkano vreme, s obzirom na to da dolazim iz porodice u kojoj se bave medicinom i da sam Indijka – nikada nisam mislila da je to moguće jer u modi i medijima nisam viđala ljude koji izgledaju poput mene. Nakon što sam se preselila u Njujork, gde sam završila srednju školu, provela sam tri godine putujući i razvijajući se kao model. To mi je dalo priliku da shvatim svoje mesto u industriji. Ljudi su mi rekli da će mi biti neverovatno teško jer sam drugačija – bilo je samo mesta za jednu “etničku” devojku. Takođe, bila sam strastvena oko svojih obrazovnih i filantropskih angažmana i htela sam slediti sve svoje želje, umesto da to bude samo modeling, što je bilo nešto novo i drugačije i za moje agente. Shvatila sam da ne smem da se prilagodim standardima industrije i onome šta drugi žele da ja budem.  Putovanje u različite zemlje i doživljavanje drugih kultura i različitosti, postali su važan deo načina na koji vidim ovaj svet. Usredsredila sam se na to da sledim sve svoje strasti – modeling, akademsku, biznis i filantropsku karijeru – što me je dovelo do toga da spojim sva svoja iskustva i znanja i pokrenem Prakti. Zahvalna sam na tome što sam imala priliku da izgradim platformu zahvaljujući kojoj je postalo moguće da sledim sve svoje strasti.

Kad i kako ste tačno došli na ideju da pokrenete Prakti?

Kreirala sam Prakti kako bih proizvode za ulepšavanje inspirisane Indijom dovela na čelo beauty industrije i stavila ih u ruke svim ženama. Ceo život praktikujem ajurvedu i osećam se blagosloveno što sam odrastala sa holističkim pristupom lepoti i blagostanju. Razumela sam koliko su moćni ti rituali i lekoviti tretmani i želela sam da ih podelim sa svetom na način koji bi se dopao mojoj generaciji i omogućio pristup ajurvedi svima. Nakon detaljnih istraživanja na terenu i tržišta, identifikovala sam prazninu na tržištu između veoma tradicionalnih indijskih ajurvedskih brendova koji se oslanjaju na propisane lekove i zapadnih brendova koji koriste inovacije kao osnovu. Nije postojao brend koji bi premostio tu razliku i imao sposobnost da kombinuje ova dva sveta i uspešno privuče današnjeg potrošača. Takođe, ajurveda može biti zastrašujuća, nerazumljiva, čini se komplikovana. Cilj Praktija od početka je bio taj da ovaj brend rezonuje na globalnom nivou kroz pristupačan, svež, uzdignut, živopisan i moderan pristup, istovremeno održavajući integritet ajurvede. Inspiracija za Prakti dolazi iz mnogih mojih ličnih iskustava; ona je produžetak onoga što jesam. Uvek sam se osećala negovano svakim delom svog identiteta – udobno i ponosno na svoju kulturnu dvostrukost; rođena i odrasla u Americi, a indijskog sam porekla. Nikada nisam osećala da sam između ova dva identiteta. Tako je nastao Praktijev hibridni koncept. Prakti je prava reprezentacija onoga što svi mi jesmo – hibridi mešovitih kultura, nasleđa, iskustava i ciljeva. Prakti je namenjen ženama svih rasa i tipova kože. Osećala sam potrebu da stvorim brend koji je inkluzivan i pruža pravu reprezentaciju globalne lepote.

Recite nam još nešto više o brendu Prakti. Šta je vaša misija? Šta je to što Prakti razlikuje od ostalih brendova na tržištu?

Misija Praktija je da osnaži žene širom sveta da budu svoja najlepša verzija kroz holističku brigu o sebi i kroz svoj višedimenzionalan i ispunjavajući život. Spajamo kulturno bogatstvo i duhovnost Indije sa savremenim energijama i tehnologijama kako bismo stvorili jedinstveni brend lepote hibridnog karaktera. Ova filozofija je prisutna u svakom delu brenda, od vizuelnih prikaza do formulacija proizvoda, jer predstavlja moju generaciju žena. Naši proizvodi su napravljeni od najčistijih i najefikasnijih ajurvedskih sastojaka, unapređenih inovacijama potkrepljenim naukom, kako bi se pojačala efikasnost i senzorna iskustva svakog proizvoda. Posvećeni smo otkrivanju ajurvedske lepote i blagostanja u korist svih, kao i slavljenju snage, nezavisnosti i hrabrosti žena. Naš moderni hibridni koncept, inovativne formule koje su visokoperformantne, klinički testirane, ali i senzorne, i platforma Ayurveda for All™ koja naglašava edukaciju o ovom dokazanom holističkom wellness sistemu i omogućava pristup svima. Najvažnija stvar za mene je stvaranje iskustava koja žene čine da se osećaju najbolje.

Sa kakvim ste se sve izazovima susretali tokom pokretanja brenda i kako ste ih prevazilazili?

Kad pokrenećete kompaniju na početku nailazite na jedan prilično strm oblik učenja; svakodnevni izazovi mogu testirati odlučnost osobe. Potrebni su naporan rad, posvećenost, upornost i, što je najvažnije, vizija da bi se prevazišli ovi izazovi. Učenje kako upravljati svim odgovornostima koje su povezane sa pokretanjem brenda je najveći izazov – uključujući vođenje svih operacija i poslovnih procesa – prikupljanje sredstava, raspodelu resursa, odnose s investitorima, razvoj proizvoda, komunikaciju, marketing, razvoj ambalaže, kao i logistiku lanca snabdevanja i distribuciju. Kao osnivač, morate biti sposobni  da se nosite sa mnogim zadacima, ali takođe morate znati kada vam je potrebna podrška kako biste se mogli fokusirati na stvari koje samo vi možete uraditi. Naučila sam da prioritizujem, ali verujem u to da ako radite sve najbolje što možete, dovoljno.

Možete li da nas sprovedete kroz kreativni proces nekog Prakti proizvoda?

Svaki aspekt mojih proizvoda osmišljen je s namerom da zadovolji želje i potrebe moderne žene. Uvek se radi o stvaranju iskustva koje čini da svaka žena oseća svoje najbolje kroz doživljaje koji privlače sva čula i pomažu joj da postigne svoje ciljeve nege kože putem naših visokoefikasnih, klinički testiranih, delotvornih formula. Razmišljam o medicini i ritualima s kojima sam odrastala i često vizualizujem kako bi izgledali, osećali se, mirisali i funkcionisali. Zatim, razmišljam o tome kako bi se ovi proizvodi osećali za ženu današnjice. Ručno pravljeni indijski lekovi, iako delotvorni, obično su sirovi, neobrađeni i zahtevaju mnogo vremena za pripremu, pa sam želela da ih podignem stvaranjem luksuznih, senzornih iskustava sa svakim Prakti proizvodom. Kreativni proces za svaki proizvod je drugačiji. Tokom početne faze istraživanja, razgovarala sam sa stotinama žena u fokus grupama pre nego što sam odlučila da lansiram našu prvu liniju proizvoda. Bilo je važno razumeti našu publiku pre nego što se upustimo u razvoj proizvoda. U zavisnosti od vrste proizvoda i koristi, istražujem ključne sastojke koje smatram najboljim za postizanje cilja proizvoda i vizualizujem proizvod na svaki mogući način. Imam duboko znanje o Ajurvedskoj farmakopeji jer sam odrasla praktikujući ajurvedske rituale i lekove sa svojom majkom koja je jogi. Dakle, imam ideju koje ključne sastojke želim da kombinujem i uključim u svaku formulu. Imam jasno usmerenje kako želim da svaki proizvod izgleda i vrlo sam precizna u usklađivanju proizvoda sa svojom vizijom. Uz pomoć našeg vrhunskog tima hemičara i dermatologa, proizvod oživljava. Uvek se trudim da stvorim neočekivano zadovoljstvo i oduševljenje, bilo da se radi o teksturi, mirisu ili načinu nanošenja. Svi naši proizvodi su multifunkcionalni i prilagodljivi potrebama nege kože – žene žele mnogo više od svojih proizvoda i mi se trudimo da im to pružimo!

Kako postižete to da vaši proizvodi budu dostupni i namenjeni različitim tipovima kože?

Osiguravamo da naši proizvodi odgovaraju svim tipovima kože, uključujući najosetljivije tipove, kroz opsežna testiranja tokom faze razvoja proizvoda. Inkluzivnost je temelj Prakti brenda – od samog početka imamo globalni pristup jer su naši proizvodi namenjeni svim ženama. Naš brend promoviše sve vrste i nijanse žena putem različitih medijskih platformi kroz naše vizualne prikaze i poruke. Tu nije reč samo o ženama različitih rasa i tonova kože, već i o različitim pozadinama, osobenostima i ciljevima. Uverena sam da treba da imamo i pristupačne cene, kako bi sve žene mogle da dožive i isprobaju naše proizvode.

A kako postižete balans između toga što ste poslovna žena, preduzetnica koja ima svoj brend, sa ostalim aspektima svog života?

To je najveži izazov, posebno kad radite u industriji koja se brzo razvija. Najvažnije je postati ekspert kad je time management u pitanju, i preraspodeliti vreme, u mom slučaju, za ono koje je rezervisano za modeling, bilo da snimam ili se pojavljujem na nekom događaju. Veoma sam fokusirana na to da ne radim sve vreme, pogotovo jer posao nikad ne spava, a to što znam i radim na tome da postavljam granice, mnogo mi pomaže u privatnom životu. Kada pravite nešto od nule, kao što sam ja započela biznis ni iz čega, a imate mali tim ljudi oko sebe, od vas se očekuje da budete uvek dostupni, plus, uvek je prisutna neka stvar koja mora urgentno da se rešava, a da ne pominjeno neočekivane stvari koje uvek iskrsnu.

Šta želite da postignete sa brendom Prakti u narednih pet godina?

Nadam se da ću približiti Ayurvedsku lepotu i blagostanje svim ženama i na taj način im pomoći da poboljšaju svoje sveukupno zdravlje i dobrobit. Želja mi je da ih inspirišem da hrabro teže višedimenzionalnom i ispunjenom životu. Moja želja je da Prakti pruži alate koji će pomoći ženama da budu najbolje što mogu biti.

Na koji način ste postigli da Prakti bude održiv brend?

Obavezala sam se na to da želim da pružim clean i inovativnu negu kože, a to uključuje odgovorno donošenje odluka na svakom koraku procesa, od proizvoda do pakovanja. Naše formulacije započinju sa najčistijim i najkvalitetnijim sastojcima prirode koji su ekološki odgovorni. Praktikujemo održivo snabdevanje sastojcima i etičku proizvodnju putem pažljivih lanaca snabdevanja, a takođe verujemo da su sastojci koje izbegavamo jednako važni kao i sastojci koje koristimo. Svaki pojedinačni sastojak u svakoj Prakti formuli je pažljivo odabran sa namerom da očuva ekološku harmoniju, a ne naruši je. Svaki pojedinačni deo našeg pakovanja – od kutije koja drži proizvod sve do boje koja ukrašava flašu, tubu ili teglicu – pažljivo je odabran zbog svoje ekološke sigurnosti. Mi ne samo da ispunjavamo zahtevane standarde, mi postavljamo pitanja. Da li će staklena teglica biti reciklabilna nakon nanošenja dekoracije? Da li određene boje i mastila predstavljaju ekološku opasnost? Ovaj planski proces provere zahteva mesece stručnog istraživanja i znači da konstantno tražimo nova rešenje kako bismo pomerili granice održivosti u industriji nege kože. Prakti kartonska pakovanja proizvode se u pogonima sa energijom vetra od 100% reciklabilnog kartona sertifikovanog od strane FSC-a. Naše reciklabilne staklene teglice su obrađene sa ekološki odgovornom bojom koja ne utiče na njihovu sposobnost recikliranja. Naše tube i poklopci su napravljeni od 30% plastike PRC (post-consumer recycled).

Šta posmatrate kao najveću nagradu na vašem putu preduzetnice, do sada?

Deo putovanja na koji sam najviše ponosna je to što sam proširila polje svog delovanja kako bih mogla da se bavim stvarime u koje duboko verujem i za koje se zalažem kao aktivistkinja. Srećna sam što mogu da koristim svoj glas i dižem svest o pitanjima koja su meni najvažnija. U svojoj ulozi ambasadora organizacije Operation Smile, predstavljam organizaciju i podižem svest o uslovima povezanim sa problemima koje imaju deca sa usnama kad se rode. Organizacija je osnovana u mom rodnom gradu u Virdžiniji, u nju sam se uključila veoma mlada i praktično rasla sa Operation Smile. Razumela sam izazove koje stvaraju kraniofacijalni uslovi, ne samo fizičke posledice, kao što su teškoće prilikom jedenja, govora i disanja, već i emocionalne i socijalne probleme. Mlada deca mogu biti izložena vršnjačkom nasilju, izolaciji i socijalnom zanemarivanju, što dovodi do nedostatka samopouzdanja i niskog samopoštovanja. Besplatni hirurški zahvati koje sprovodi Operation Smile menjaju tok života ove dece. Svedočenje kako operacija transformiše život deteta je snažno iskustvo. Duboko sam ponosna što je i Prakti Beauty ambasador organizacije Operation Smile. Takođe, u čast svojim bakama i njihovom nasleđu, razvila sam Inicijativu Suman Saroj, program društvene odgovornosti koji ima za cilj osnaživanje žena i pružanje održivih prihoda lokalnim ženama zanatlijama u, i oko, Lucknowa, u Indiji. Program omogućava tim ženama, koje imaju ograničen pristup obrazovanju i prilikama, da koriste svoje veštine kako bi pomogle svojim porodicama i postale finansijski nezavisne. Naš tim iz prve ruke razume važnost očuvanja i zaštite tradicionalnih indijskih zanatskih tehnika. Ove veštine su veliki deo regionalne kulture i istorije i veoma se cene – ali pošto zahtevaju vreme i stručnost, često se ostavljaju po strani u trci ka modernizaciji. Inicijativa Suman Saroj pokrenuta je kako bi pomogla u oživljavanju i zaštiti ovih umetničkih oblika, istovremeno podižući globalnu svest o zanatima koji definišu kulturu.

Recite nam nešto o svom uplivu u dizajnerske vode i dolazećoj kapsula kolekciji koju ste uradili u saradnji sa Ilio Smeraldo.

Sve je počelo malo pre godinu dana. Upoznala sam Barbaru, i dopale su mi se njena energija i strast prema osnaživanju žena. Divim se brendu Ilio Smeraldo jer ima taj globalni pristup stvarima i sarađuje sa moćnim timom fashion insajdera, grupom koja teži diverzitetu, stavljanju u fokus različito poreklo, stilove, priče. Počatsvovana sam što sarađujem sa Ilio Smeraldo timom i što smo uspeli da kreiramo vanvremenske, a opet edgy komade koji hrabro inspirišu samopouzdanje kod žena. Naša saradnja nije samo produžetak mog ličnog stila i filozofije, nego je i saradnja brenda sa Fiorenzo Fratini fondacijom, nešto što se poklapa sa mojim unutrašnjim vrednostima i verovanjima. Kao žene, moramo na svakom korako da tražimo mogućnosti da se podržavamo i da se na jedan holistički način, kroz tu podršku, osećamo zdravije i sigurnije. Ne mogu da dočekam da našu kolekciju podelim sa svetom!

English below: 

Pritika Swarup, a model, activist, and alumna of the Finance Department at Columbia University in New York, is anything but an ordinary beauty. Famed as the “World’s Most Fabulous Financier” by the New York Post, Swarup has modeled for some of the biggest names in the fashion and beauty industries, including MAC Cosmetics, Fenty Beauty, and Prabal Gurung.

Swarup is a Global Ambassador for Operation Smile, speaking at conferences and participating in medical missions in India, South Africa, and Mozambique in support of free corrective surgeries for people born with a cleft lip or palate. She is a fierce advocate for equality and, in 2019, spoke before the United Nations General Assembly about women’s rights in developing countries and the responsibility of public figures, particularly in the entertainment industry.

She has combined all her passions and interests into one by launching her skincare line. Through the beauty brand Prakti, which is a combination of the words “Pritika” (Beloved One) and “Shakti” (Female Power), she brings her Indian culture and Ayurvedic tradition closer to women worldwide, while offering products that are sustainable and suitable for all skin types, including the most sensitive ones.

Can you tell us about your background and what led you to become a model and entrepreneur?

I grew up in Virginia Beach and was scouted on a family trip to Disney World. Shortly thereafter, I flew to New York and signed with the #1 modeling agency at the time. It was a whirlwind. Especially coming from a family background in medicine, and being Indian – I never thought that was possible as I didn’t see people that looked like me in fashion and media. After moving to New York, where I finished my senior year of high school, I took three years to travel and develop as a model. It gave me the chance to understand my place in the industry. People said it would be incredibly difficult for me because I was different – there was only space for maybe 1 ‘ethnic’ girl. I was also passionate about my education and philanthropic involvements and wanted to pursue all of my goals instead of only modeling, which was also different to my agents. I understood that I needed to make it my own and not conform to the industry’s standards and who everybody else wanted me to be. Traveling to different countries and experiencing the culture and diversity has been an important part of how I see this world. I made it a point to focus on pursuing all of my passions – modeling, academics, finance, philanthropy and that led me to combine all of my experiences and my background and launch Prakti. I’m grateful to have had the opportunity to build a platform to pursue all of my passions.

How did you come up with the idea for Prakti?

I created Prakti to bring India-inspired beauty to the forefront of the industry and into the hands of all women. I’ve practiced Ayurveda 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 with the world in a way that would resonate with my generation and make Ayurveda truly accessible to all. After doing significant desk and market research, I identified a white space in the market 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. Also, Ayurveda can be intimidating, misunderstood, seemingly complicated. Prakti’s goal from the outset was to resonate on a global level through an accessible, fresh, elevated, vibrant and modern approach while maintaining the integrity of Ayurveda. Prakti’s inspiration comes from many of my personal experiences; it is an extension of who I am. To start, I’ve always felt nurtured by every part of my identity – comfortable and proud of my cultural duality; born and raised in America of Indian heritage. I never felt caught between these two identities. That’s how Prakti’s hybrid concept came about. Prakti is a true representation of who we all are – hybrids of mixed cultures, heritage, experiences and goals. Prakti’s products are meant for women across all races and skin types. I felt compelled to create a brand that is inclusive and offers a true representation of global beauty.

Tell us about Prakti. What is your mission? What sets your skincare line apart from others on the market?

Prakti’s mission is to empower women across the globe to be their most beautiful selves through holistic self-care and to fearlessly pursue multidimensional, fulfilling lives. We fuse the cultural richness and spirituality of India with contemporary energies and technologies to create a first-of-its-kind hybrid beauty brand. This philosophy is encompassed in every part of the brand from the visual imagery, to the product formulations as it is meant to represent my generation of women. Our products are made from the purest, most effective Ayurvedic ingredients enhanced by science-backed innovation to boost the efficacy and sensory experience of every product. We are committed to unlocking Ayurvedic beauty & wellness to the benefit of all and celebrating women’s strength, independence, and fearlessness. Our modern hybrid concept, innovative formulas that are high-performance, clinically tested yet sensorial, and Ayurveda for All™ platform which emphasizes education of this proven holistic wellness system and allows it to be accessible to all. The most important thing for me is creating experiences that make women feel their best.

What challenges have you faced while building your brand, and how have you overcome them?

There is a very steep learning curve when starting a company; the daily challenges can test a person’s resolve. Hard work, commitment, tenacity, and most importantly vision are all required to overcome these challenges. Learning to manage all of the responsibilities associated with launching a brand is the biggest challenge — including leading all operations and business processes – fundraising, resource allocation, investor relations, product development, communications, marketing, packaging development, as well as supply chain logistics, and distribution. As a founder you need to be able to wear many hats, but also you need to know when you need support so you can focus on the things that only you can do. I learned to prioritize and believe that doing my best is enough.

Can you walk us through your creative process when developing new products for Prakti?

Every aspect of my products is designed with the intent to fulfill the desires and needs of the modern woman. It’s always about creating an experience that makes each woman feel their best through experiences that appeal to all the senses and help them achieve their skincare goals through our high-performance, clinically-tested, efficacious formulas. I think about the remedies and rituals that I grew up with and visualize how they would look, feel, smell, and function. Then I think about how they would feel for today’s woman. Homemade Indian remedies, although effective, are typically raw, unrefined, and time consuming to make, so I wanted to elevate them by creating luxurious, sensorial experiences with each Prakti product. The creative process for each product is different. During the initial research phase, I spoke to hundreds of women in focus groups before deciding to launch our first product lineup. It was essential to understand our audience before jumping into product development. Depending on the type of product and benefits, I research the key ingredients that I feel would be best to achieve the product and I visualize the product in every way possible. I have a deep knowledge of the Ayurvedic pharmacopeia because I grew up practicing Ayurvedic rituals and remedies with my mother who is a yogi. So, I have an idea of which key ingredients I want to combine and include in each formula. I have a strong direction for how I want each product to be, and am very specific about matching the product to my vision. With the help of our world-class team of chemists and dermatologists, the product comes to life. I always strive to create an unexpected pleasure and delight whether that be in the texture, the aroma, or the application. All of our products are multifunctional and customizable depending on skincare needs – women want so much more out of their products and we aim to give them that!

How do you ensure that your products are inclusive and accessible to people of all skin types and tones?

We ensure that our products are for all skin types (even the most sensitive skin types) through extensive testing during the product development phase. Inclusivity is at the core of Prakti’s brand foundation – from the beginning we have had a global first approach as our products are for all women. Our brand champions all types and shades of women across all media platforms through our imagery and messaging. And not only women of different races and skin tones, but backgrounds, personalities and goals. I was also firm about having accessible pricing, so all women can experience our products. High-performance, high-quality, sensorial products should be affordable.

How do you balance running a business with other aspects of your life, such as modeling and personal relationships?

Finding balance is always challenging, especially in fast-paced, constantly evolving industries. Time management is the most important thing to master, so I allocate time for modeling whether it’s a shoot, event appearance etc. I’m really intentional about unplugging from work because it never stops and having boundaries helps me maintain my personal relationships. When you’re building a business from the ground up with a tight team, it’s expected that you have to be available for anything – and there are always several urgent things to attend to (not to mention the unexpected items!)

What do you hope to accomplish with Prakti in the next five years?

I hope to unlock Ayurvedic beauty and wellness to all women to improve their overall health and wellbeing and to inspire women to fearlessly pursue multidimensional, fulfilling lives. My goal is for Prakti to provide the tools to help women be their very best.

How do you incorporate sustainability and ethical practices into your brand?

My commitment to provide clean and innovative skincare includes responsible decision-making at every step of the process, from product to packaging. Our formulations begin with nature’s purest, highest quality ingredients that are environmentally responsible. We practice sustainable ingredient sourcing and ethical manufacturing through thoughtful supply chains and we also believe that the ingredients we leave out are just as important as the ingredients we use. Every single ingredient in every Prakti formula is selected with the intention to preserve environmental harmony, not disrupt it. Every individual component in our packaging – from the carton that holds the product all the way down to the ink that decorates the bottle, tube or jar – has been meticulously selected for its environmental safety. We don’t just check the boxes, we ask questions. After the decoration has been applied, will the glass jar still be recyclable? Do certain paints and inks pose environmental harm? This intentional vetting process requires months of expert research and means that we are constantly seeking new solutions to move the needle for sustainability in the skincare industry. Prakti outer cartons are produced in a wind powered facility from 100% recyclable FSC-certified cardboard. Our recyclable glass jars are finished with environmentally-responsible ink that won’t affect the jars’ ability to be recycled. Our tubes and caps are made from 30% PRC (post-consumer recycled) plastic.

What has been the most rewarding part of your journey as an entrepreneur so far?

The most rewarding part of my journey has been expanding my platform to give back to causes I am deeply passionate about. I feel fortunate to be able to use my voice and bring awareness to causes that are most meaningful to me. In my role as Operation Smile Ambassador, I represent the organization and raise awareness about cleft conditions.The organization was founded in my hometown in Virginia, so I have had the opportunity to start at a very young age and grow with Operation Smile. I understood the challenges that craniofacial conditions create, not just the physical ramifications including difficulty eating, speaking, and breathing, but the emotional and social impacts as well. Young children can be bullied, isolated, and socially neglected, resulting in lack of self-confidence and low self-esteem. The free surgical procedures administered by Operation Smile change the course of the lives of these children. Witnessing how surgery transforms a child’s life is powerful. I am deeply proud that Prakti Beauty is also an ambassador for Operation Smile. Also, in honor of my grandmothers and their legacies, I have developed the Suman Saroj Initiative, a social responsibility program named after them, and created to empower women by providing sustainable income opportunities for local craftswomen in and around Lucknow, India. The program allows these women, who have limited access to education and opportunity, to use their skills to contribute to their families, and to become financially independent. Our team understands firsthand the importance of preserving and protecting traditional Indian artisan techniques. These skills are a huge part of regional culture and history and are highly valued – but as they take time and expertise, they are too often being left behind in the race to modernize. The Suman Saroj initiative was launched to help with reviving and protecting these art forms while bringing global awareness to these culture-defining crafts.

Tell us about your first foray into the design world with your upcoming capsule collection with Ilio Smeraldo.

We started the design process a little over a year ago. I met Barbara and loved her energy and passion to empower women. I greatly admire Ilio Smeraldo because of its global mindset and its collaboration with a powerful team of fashion insiders – a group that thrives in diversity, highlighting different backgrounds, styles, and stories. I am honored to collaborate with the Ilio Smeraldo team to create a timeless yet edgy capsule collection designed to fearlessly inspire confidence in women. Our partnership is not only an extension of my personal style and philosophy, the brand’s choice to align with the Fiorenzo Fratini Foundation is also in concert with my core values and beliefs. As women, we must seek out opportunities to lift each other up and holistically support one another to feel healthy and secure. I cannot wait to share our collection!

Model: Pritika Swarup @pritikaswarup

Photographer: Danny Cardozo @dannycardozo

Styling: Kristina Askerova @krisyasker

Stylist assistant: Daniela Cortazar 

Hair: Gianluca Mandelli @gianlucamandelli1

Make-up: Daniela Gozlan @daniela.gozlan

Production/PR: @say__media