Creating a beauty brand rooted in Indian heritage is no small feat.

Pritika Swarup, an accomplished fashion model and Columbia graduate, transitioned from modeling to entrepreneurship with the launch of Prakti Beauty. She recently shared her story on the How She Does It podcast, detailing her unique journey from being discovered at Disney World to leading her own company.

A Surprising Route to Success

Growing up in Virginia Beach, Virginia, Pritika was surrounded by medical professionals and assumed she would follow in their footsteps. “Everyone else in my family is a doctor. We have cardiovascular surgeons, eye surgeons; growing up in that environment, I thought that’s what I’d do,” she reflected.

Everything changed at 16 when a modeling agent spotted her during a family trip to Disney World. Within a year, she was in New York City, signed to a leading agency, and launched her modeling career.

Since then, Pritika has become a sought-after model, collaborating with prestigious brands like Ralph Lauren and Fenty Beauty, all while gaining a following of 1.2 million on Instagram.

Prioritizing Education

Despite her rising modeling success, Pritika remained focused on her education. “It was like a deal with my parents... There was never a question of attending school because education is vital. It’s something no one can take from you: your knowledge,” she explained.

She spent two years traveling internationally to build her portfolio before enrolling at Columbia University, where she studied financial economics. In between classes and modeling gigs, she realized she wanted to create something of her own.

During her final year at Columbia, she interned at an investment firm and experienced a pivotal moment. “I worked with founders and learned what it takes to start a business... their passion inspired me, and I thought, maybe I could do this,” Pritika shared.

Launching a Brand with Heritage and Purpose

This inspiration led to the creation of Prakti Beauty, an Ayurvedic skincare brand that draws from her Indian heritage. With guidance from former Estée Lauder executive Daria Myers and her own savings from modeling, Pritika launched the brand in 2021.

The first product, PritiPolish, is an exfoliating powder that turns an amethyst shade when mixed with water, designed for skincare and creating a mindful experience. “People enjoy that surprising color change,” Pritika noted, recalling the challenges of launching her first product. “I’m a perfectionist, so we went through many iterations, aiming to make it just right.”

Future Aspirations for the Fashion Model Turned Entrepreneur

Currently, Prakti offers 10 beauty products available online and at retailers like Goop and Credo. But Pritika has bigger plans. “I hope to broaden our offerings. We envision a lifestyle brand because it’s never solely about beauty and skincare; it encompasses a holistic way of living,” she stated.

She continues to thrive as a fashion model, gracing the covers of Vogue, Elle, and Harper’s Bazaar, while also signing with talent agency CAA to explore new media opportunities.

“We’re even discussing launching a podcast, and there are various exciting paths I never anticipated,” Pritika expressed. “I couldn’t be more thrilled.”

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