Pritika Swarup’s Prakti Beauty Broadens Its Retail Reach

Pritika Swarup, founder of Prakti Beauty, is expanding her Ayurvedic-inspired brand’s retail presence by partnering with Bloomingdale’s. Prakti Beauty, which started in 2021, already has a significant presence on platforms like Amazon, Revolve, Goop, and Credo Beauty. Swarup emphasizes the importance of aligning with retail partners that share the brand’s values and understanding of Ayurvedic wellness.

Prakti Beauty includes a variety of products from skincare to wellness accessories, reflecting Ayurvedic principles taught by Swarup’s mother, an Ayurvedic doctor. These principles focus on achieving balance and viewing beauty as a holistic self-care practice.

Bloomingdale’s beauty director, Marissa Galante Frank, highlighted Prakti’s blend of traditional wellness with modern luxury skincare as reasons for the partnership. Bloomingdale’s aims to support brands that offer inclusivity, substance, and strong storytelling for a new generation of luxury beauty consumers.

Swarup notes the evolving beauty industry, with increased acceptance of holistic approaches and ingredients like ashwagandha and turmeric, reflecting a shift towards Eastern wellness principles.