Pritika Swarup-Glamour

For Pritika Swarup, beauty runs deep. Not only is it the center of her two jobs as a model and the founder of Prakti Beauty, but she also thinks of self-care as a beauty ritual, passed down through generations of the women in her family.

These rituals inspired her personal approach to skin care and her own products, which modernize traditional Indian formulas. “I believe in holistic beauty,” she tells Glamour. “My earliest memory of beauty is that beauty comes from within, so it can’t be addressed in just the physical sense. I think in the West we talk a lot about pimples and hyperpigmentation and all these things that obviously show on the outside. But it’s also important to address that inner spirituality and beauty. That’s what I learned from my mom.”

Swarup has practiced Ayurveda her entire life, and the philosophy that the mind, body, and spirit are all in alignment is the driving force for Prakti. When it comes to her own routine, Swarup can sum it up in three words: “Simple, clean, effective beauty. If I have more than six steps in my beauty routine, it’s too much,” she says. “I think that women nowadays have so much going on and they just really want products to be multifunctional. And so that’s really what I look for with my products.”

However, she is a beauty lover—and a brand owner—through and through, so she’s done her fair share of testing. “I’ve pretty much tried everything on the market, but I realized that my skin responds better to the purest, most effective products. All of the Prakti products are basically clean to the Credo standards and are all cruelty-free and vegan. That’s what I took from my personal preference in that area.” These values also apply to the products she uses from other brands. “I actually never go into Sephora,” says Swarup. “Before I actually bring a product into my routine, I do a lot of research. I want to understand about the company too: Is it women owned? Are they sustainable? What type of ingredients are they using?”

When it comes to what the products actually do, Swarup looks for something that can balance her combination skin without irritation. “My skin’s really sensitive, so I try to look at products that obviously aren’t going to leave my skin red or it’ll get red if I accidentally scratch my face. It’s just that sensitive. I also have concerns about sun damage and just environmental pollution—living in New York, it’s been something for me to think about.”

Above all, Swarup goes back to her core belief that products should make you feel good, inside and out. “I think that skin care should be this self-care ritual that’s a sensory experience that you’re very excited about. It’s not a chore. It’s time for yourself to take care of all of your needs. I really try to make that a priority and I do.”


Everything in Shalom Blac’s Newly Renovated Bathroom

Read on as Pritika Swarup drops her routine.

Winky Lux- Allure

Winky Lux Uni-Brow Universal Eyebrow Pencil
“I typically lean toward a pencil with a spoolie on one end (to smooth my curly brow hairs) and an angled pencil on the other (to define and fill them in), so this one from Winky Lux is right up my alley. The first time I tried it, it went straight into my desk pencil holder, which is filled with my favorite lipsticks, lip liners, brow products… and also the occasional writing implement!” — Jessica Cruel, content director

We love it so much we added it to our 2021 Allure Beauty Box lineup. You can score the Allure Beauty Box here for access to even more editor favorites — for just $23. Check out beauty’s top subscription box on TikTok at @allurebeautybox.

PRAKTI- Marie Claire

Ayurveda, a holistic approach to beauty and wellness, is something Pritika Swarup practiced her whole life. So, when she found a white space in the industry between Ayurvedic Indian brands and Western ones, she decided to bridge the gap—and on a global scale no less.

“Prakti takes Ayurvedic ingredients and Indian remedies and integrates them into modern, high performance products with luxurious textures,” Swarup explains. “We did not simply repackage traditional Indian and Ayurvedic ingredients in the way that they have been combined and used in the past, but instead created innovative hybrid formulas. The strong role both my cultures have played in Prakti has allowed Indian beauty to be available and accessible to all women.”
Prakti PritiPolish Instant Glow Exfoliator
“It reimagines rice, an enduring staple in homemade skincare remedies, into a modern, sensorial experience for skin and soul. I love how it adds a little magic to a morning or evening routine. Mixing just a few drops of water turns the white powder to a beautiful shade of amethyst. While all of the ingredients have been chosen for their skin benefits, the combination of rose damascena oil with vetiver root gives PritiPolish a delicate and refreshing aroma.”

At The Venue – Seventeen Magazine

Fanny Kong started At The Venue as an incubator for new, sustainable brands looking to get started in the fashion industry. They just opened up an NYC store, so if you’re based in or visiting The Big Apple, stop by their shop to browse all of the incredible brands that At The Venue has to offer!

Not in NYC? No worries! Shop their offerings online.

Winky Lux – SheKnows

Just when we thought we knew what our holy grail concealer was, TikTok shows us the real deal. On March 17, a TikToker by the name of Abby Rivera or @abbythebadassmom shared a video that has shocked the makeup community, because Rivera may have just found the perfect concealer. She posted the video with the caption, “I think I found it!!” and it’s already gained millions of views. In the video, she starts it by covering her concealed eye, saying “I think I found it, I think I found it — the most perfect concealer.”

Beatnic – Guest of a Guest

This New York Fashion Week, between the frenzy of hair and makeup, run-throughs and showtime, the industry’s most fabulous models and brilliant designers could all be found… crowded around the catering table.

Beatnic, formerly known as By Chloe, caused quite the backstage buzz this season as the food favorite at the Markarian, Collina Strada and Proenza Schouler fashion shows.

TA3 Swim – InStyle

You’ve likely seen the thumb-stopping ads featuring TA3 swimwear, the innovative new brand that promises to smooth, sculpt, and flatter your figure with its sleek, patent-pending one-piece styles. With a lace-up back design that snatches your waist, these understated, solid-colored suits look pretty average at first glance, but actually offer so much more once you tie one on. It goes without saying that the convincing social media posts piqued my interest immediately, but it wasn’t until the brand offered to send me a suit of my own that I could determine if the $178 price tag was justified.

Koral – Vogue

Now that the defining lines between athletic wear, loungewear, and relaxed after-hours-wear have been blurred to soft smudges, searching for the best activewear is a triple play. In 2021, everything lives beyond the gym, the studio, or, of course, the yoga mat.