Photo and interview: Katherine White
Katherine White: What inspired you to start your own skincare line and why was Ayurveda a key component of this?
Pretty Ka Swap: I have been a lifelong practitioner of Ayurveda, India’s 5,000-year-old proven health system, and am blessed to have been raised with this holistic approach to beauty and health. I understand how powerful these rituals and treatments are, and I hope they resonate with audiences around the world and make Ayurveda truly accessible to all to improve overall well-being. We wanted to share them in a fresh and contemporary way. At the same time, I always understood the power of science and technology and how important they are to preventing and solving health and wellness concerns. We set out to develop a product that bridges the gap between tradition and technology.
In addition to this, I felt I had to create a brand that is inclusive and truly represents global beauty. Ever since I was a child, I didn’t feel represented in Western media, but it wasn’t until I started modeling that I realized how much representation was lacking and how many groups were underrepresented. It was. My experience led to a desire to use my voice and platform to advocate for change in the beauty industry: greater diversity and inclusion. I have made it my responsibility to advocate for all women in my practice. This is the core of practice. Prakti champions India’s heritage, culture and science. For me, it was important to draw on my own personal experiences to create a space for my culture and bring it to a wider audience. I have always felt nourished by every part of my identity. In other words, I am comfortable and proud of my cultural duality: I was born and raised in America with Indian heritage. I never felt caught between these two worlds of hers. Thus, Prakti’s unique hybrid concept was born. This is meant to truly represent my generation, where we are all a hybrid of different cultures, traditions, experiences, and goals.
CW: What do you think are the essential habits for beauty and health?
P.S: For me, my beauty and health routines are deeply rooted in cultivating both inner and outer well-being. Balancing mind, body, and consciousness is essential and is the basis of Ayurveda’s holistic philosophy. Every aspect of our existence is interconnected, so I prioritize daily practices that promote harmony and balance. Self-care habits like meditation, working out, and breathing exercises can really help you find balance and clarity in your busy days. Daily reflection helps you stay aware of your thoughts, feelings, and intentions, fostering personal growth and mindfulness.
I believe that beauty comes from within, and I nourish my body by eating a healthy diet and drinking lots of water, preferably from a copper water bottle (it has many healing benefits), and I maintain a consistent skin care routine. It’s all about letting go. It’s important to establish a simple routine that you can follow in the morning and evening. I rely on the 4-step Prakti RaniRitual. You don’t have to stress every day about which products to use or your specific skin concerns. An ideal routine for all skin types.
CW: What was the most difficult challenge you faced in launching Prakti?
P.S: I have faced many things in my life, but I have always tried to embrace them as opportunities to grow and learn. Entering a saturated market has been a huge challenge. Every day, we face and must overcome numerous obstacles to establish our presence and differentiate ourselves effectively. The industry is constantly changing, so it’s essential to evolve while staying true to your brand’s core principles. This is certainly a difficult line to draw at times.
Creating products that truly stand out in the competitive beauty industry has taught us the importance of pushing the boundaries of innovation. Our breakthrough products like PritiPolish Instant Glow Exfoliator, SundaSkin The Essential Hydrated Serum, and PaviPure Warming Detox Mask go through extensive iterations to meet our standards of effectiveness and quality. Prakti combines cutting-edge scientific innovation with time-tested Ayurvedic ingredients to create clinically effective skin care products that deliver instant results and create an immersive and luxurious wellness experience. . My goal from the beginning has been to create a better product, one that resonates deeply with my audience, responds to their needs and wants, and makes them feel great.
CW: What impact do you think Prakti will have on the industry?
P.S: At Prakti, we have embarked on a transformative journey to redefine the traditional definition of beauty by embracing the rich tradition of holistic beauty and health. Our brand’s impact on the industry stems from our pioneering role in making Ayurveda accessible and relatable to diverse audiences.
We don’t just provide products. We are leading a movement towards education and empowerment. Our commitment to making Ayurvedic education more accessible is critical to reshaping industry norms. We created Ayurveda for All to provide resources for all women to easily incorporate these beneficial practices into their lifestyles to improve their overall health and well-being. We have launched the platform. For me personally, this is not just a professional endeavor, but a deep-rooted passion. I am committed to furthering my educational efforts to educate and empower women who are unfamiliar with this beneficial health system that I have practiced all my life. Our vision extends beyond our products. It’s about enriching lives and fostering communities that value holistic well-being. We strongly believe that education is the foundation for change, and our commitment to Ayurvedic education demonstrates our unwavering commitment to making a lasting impact on the industry and the lives of the people we touch. I am.
CW: What role did diversity play when you were growing up in Virginia?
P.S: Being one of the few Indians in my class at school made me keenly aware of my difference. However, my mother played a pivotal role in shaping my views. She instilled in me a deep sense of pride in my culture and heritage and emphasized the richness of our history. Her teachings encouraged me to embrace my identity wholeheartedly, even though she felt different at times.
Quote: What has most inspired you throughout this journey?
P.S: The amazing women I work with. I was fortunate to have great mentors from the beginning who provided me with tremendous support and guidance. Additionally, collaborations with strong partners who have worked with top beauty brands such as Estée Lauder and L’Oréal have continually motivated me to grow as a founder. praktibeauty.com
