With ritualistic products and a meaningful charitable partner, the new beauty brand is one to watch.
. Swarup is of Indian heritage and was born and raised in Virginia Beach, Virginia. And while she knew from her own family's traditions that Indian culture is rife with rich wellness, beauty and skin-care practices, she didn't see herself represented in the products that existed in the beauty space. Beauty products and brands that drew on Indian culture were extremely rare in the United States, and those that were available felt largely obsolete to Swarup.
"From the messaging to the packaging, I felt that there wasn't much of a space for Indian beauty products in the Western mainstream because the products that I saw on the shelves were often coming from an outdated perspective," Swarup says. "They simply weren't as accessible to the modern Indian woman, or any woman who might find interest in them."MahaMask
, a creamy hydrating treatment mask and the aforementioned PritiPolish . With these offerings, the brand has sought to incorporate Ayurvedic practices, Indian beauty rituals and a dash of Western innovation for the modern consumer. Rice and turmeric, staples in many Indian recipes, are also key ingredients in Prakti's skin-care formulas. The cylindrical shape of the brand's packaging reflects those found in Hindi culture, and even the graphics used throughout the branding are direct nods to Indian women.
Prakti first got involved with the organization as a student volunteer in eighth grade, and has expanded her role in the years since to include speaking at press conferences, leading global fundraising initiatives and even participating in the organization's medical missions around the world. She also chose Operation Smile as a philanthropic partner of Prakti Beauty from its launch, using the beauty brand as a platform to help boost awareness about the organization.
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