COVERSTORY  10.24

Pritika Swarup

Global Innovator

Story by Diana Addison Lyle

28-year-old Pritika Swarup has earned world-wide respect across the beauty, fashion, and finance industries. The accolades she’s earned have come from veteran leaders across the globe who recognize that this smart, compassionate young woman is the face of a healthier, more equitable future with greater inter-connectedness between people of all cultures.

Accomplished, dynamic Pritika is the Founder & CEO of Award-Winning Beauty & Wellness brand, Prakti. She achieved Honors in Financial Economics from Columbia University. She is an International Fashion Model, and Global Ambassador for ‘Operation Smile’.

Pritika’s leadership strengths were apparent since childhood where she spearheaded student organizations and birthed volunteer initiatives. Her passion for philanthropy grew since her involvement in various giveback initiatives including ‘Operation Smile’, the ‘Special Olympics’ and ‘Habitat for Humanity’. It was just announced that Pritika received the Changemaker Award in recognition of her life-long commitment to creating lasting smiles as Operation Smile’s Global Ambassador. The Changemaker Award recognizes individuals who have dedicated their energy to improving the lives of others and have set an example of exceptional leadership.

In November 2023, she received the Lifetime Achievement Award from Harvard University, and in May 2024, the Global Innovator Award from FounderMade. The New York Post named her the ‘World’s Most Fabulous Financier’ and L’Officel USA named her ‘Fashion It Girl’. Most recently, WWD featured Pritika as the key leader of the holistic wellness movement.

Pritika was imbibing the culture and the beautiful surroundings of Positano, Italy, when I called her cross-continentally to conduct our cover interview. She was combining a business trip with some vacation time with close friends. An adept economizer of time, Pritika explains how the trip came about:

“It started out as a vacation plan, but before I knew it, there were meetings and business events I needed to attend in London and Milan, so I combined business with pleasure.”

Her juggling capabilities are an art form.

Pritika’s brilliant life began in her birthplace, Virginia, USA. Born to an ophthalmologist father and a health and wellness expert mother, she grew up in a home where hard work and education were her family’s priorities.

“I loved growing up in Virginia and have always cherished my school days. I was actively involved in extracurricular activities and was always trying new things, from playing instruments like the violin, piano, and harp to participating in the dance team. My parents always encouraged me to explore all of my passions and interests, fostering a spirit of curiosity and enthusiasm.”

I loved growing up in Virginia and have always cherished my school days. I was actively involved in extracurricular activities and was always trying new things, from playing instruments like the violin, piano, and harp to participating in the dance team. My parents always encouraged me to explore all my passions and interests, fostering a spirit of curiosity and enthusiasm

Pritika always envisioned herself becoming a doctor until a family vacation to Disney World led to her being scouted as a model. That serendipitous moment changed the course of her life.

“I come from a family of doctors, and I have immense respect for people in the medical field. My dad is the most hard-working person I know, and he set a high standard for me and my brother. I definitely owe my work ethic to him.”

“I was scouted on a family trip to Disney World, so this career found me. Shortly thereafter, I flew to New York and signed with the #1 modeling agency at the time. It was a whirlwind. Especially coming from a family background in medicine, and being Indian – I never thought that was possible as I didn’t see people that looked like me in fashion and media. After moving to New York, where I finished my senior year of high school, I took a few years to travel and develop as a model. It gave me the chance to understand my place in the industry. People said it would be incredibly difficult for me because I was different – there was only space for maybe 1 ‘ethnic’ girl.”

“I was also passionate about my education and philanthropic involvements and wanted to pursue all of my goals instead of only modeling. I understood that I needed to make it my own and not conform to the industry’s standards and who everybody else wanted me to be. And the moment I decided to embrace who I am, my career took off. I wasn’t worried about anything except being the best version of myself. I was shooting campaigns and editorials for magazines that I dreamed of being in. Once I found my place in the fashion industry, I began to be inspired by all of the incredible creatives around me – photographers, art directors, makeup artists that I had the opportunity to collaborate with. To this day, I’m inspired every time I set foot on set!”

Pritika epitomizes a multi-hyphenate force of nature. While she was forging her career as a model, she simultaneously pursued full-time studies at Columbia University, demonstrating her adeptness at juggling numerous responsibilities.

At Columbia, she started on a traditional finance path, launching Praetorian Management, which became the largest student run investment firm in the history of the university, and she even worked as an analyst at an investment firm in New York.

“While attending Columbia,” she says, “various classes piqued my interest in finance, which led to my desire to invest at a greater capacity and major in Financial Economics. I launched Praetorian Management with the aim to provide students first-hand experience as equity researchers and investment managers, and facilitate a student investment community that is both inclusive and innovative. Providing this opportunity was unique in that the club encouraged women to explore leadership roles in finance.”

During her senior year of college at Columbia University, she started developing her beauty brand Prakti:

“My background helped me understand the complexities of running a business,” she explains. “It absolutely allowed me to build a strong foundation to start my own venture. I reached a point when I realized that I must combine my experience as an international fashion model with my education in finance. Through Prakti I did just that.”

Pritika with Giorgio Armani

I launched Praetorian Management with the aim to provide students first-hand experience as equity researchers and investment managers, and facilitate a student investment community that is both inclusive and innovative. Providing this opportunity was unique in that the club encouraged women to explore leadership roles in finance

Growing up with a mother who is a holistic wellness expert and a father who is an eye surgeon, Pritika developed a strong perspective on integrative wellness from a young age, and understood the power of Indian wellness traditions, becoming a devoted practitioner of Ayurveda.

Natural botanical remedies combined with science-driven solutions became essential. This integrative method helped Pritika immensely as she was growing up to maintain overall balance to prevent outbreaks, and skin sensitivities.

Over the years, Pritika developed her philosophy fusing a holistic & preventive approach to skincare. With a decade of experience in the fashion industry as a renowned model, Pritika collaborated with top makeup artists and skin experts worldwide, gaining valuable insights into the best practices for maintaining radiant and healthy skin, even with the demanding nature of her job.

She saw a significant gap in the market for natural, holistic, preventative skincare that is also clinically effective. She realized this powerful combination wasn’t accessible for all to benefit. Moreover, self-care was viewed by her peers as a tedious task rather than the sensorial, nurturing experience she knew it to be, and she wanted to change that.

The opportunity was clear – there was a notable absence of products that prioritized cutting-edge scientific innovation with the pleasure of sensorial experiences, delivering instant results and transformative moments.

This is how Prakti was born.

Pritika seeks to redefine the traditional ideal of beauty by embracing holistic beauty and wellness.

“While conventional beauty standards have historically emphasized physical appearance,” she says, “I know the importance of the ritual of self-care to improve overall well-being. The key to optimal wellness is to balance mind, body, and consciousness, and I’ve developed products that embody this philosophy at every touchpoint of the brand experience.”

“Prakti is not about the physical aspect of beauty,” she stresses. “Ever since I was a child, I understood that beauty comes from within. The brand is all about creating positive change in society. We take our social responsibility very seriously. Beauty comes in all shapes, colors and sizes and that’s what we stand for – diversity and inclusivity.”

Pritika’s passion radiates as she explains further:

“Good health shows on your skin, your radiance, and how you are presenting yourself. I’m also a great advocate of creating beautiful sensorial moments for women and men. Feeling well encompasses so many elements. I want to empower the people who use our products by introducing them to the value of holistic self-care. Skincare is universal – as it should be. Your skin is the first canvas people see. It portrays your state of happiness and your state of health. Stress, poor diet and a host of factors affect the skin – which is the largest organ in the body. Whatever is going on inside your body will manifest in the skin.”

Skincare is universal—as it should be. Your skin is the first canvas people see. It portrays your state of happiness and your state of health. Stress, poor diet and a host of factors affect the skin—which is the largest organ in the body. Whatever is going on inside your body will manifest in the skin

Pritika’s commitment to philanthropy extends beyond her professional achievements. In 2019, she gave a speech at the United Nations on Women’s Rights in Developing Countries:

“I’ve traveled so much and witnessed different roles of women in society. The integration of women into all echelons of society by allowing them equal opportunity and access to education is a fundamental human right. It’s also essential that all people be treated fairly.”

Pritika delves more deeply:

“The essence of women’s rights holds profound significance globally, especially in developing nations, where the struggle for gender equality often faces immense challenges. Access to education stands as one of the fundamental pillars. Empowering women through education not only enhances individual capabilities but also fosters societal progress and economic growth. Ensuring equal access to quality education equips women with the tools to break cycles of poverty and empowers them to pursue their aspirations.”

“Another critical aspect is healthcare. Providing comprehensive healthcare services, including reproductive health, is pivotal for women’s well-being. Access to healthcare not only directly impacts women’s health but also influences their economic participation and overall empowerment. Economic empowerment cannot be overlooked. Ensuring fair opportunities for women in the workforce, eliminating wage gaps, and fostering entrepreneurship are vital for economic parity. By providing women with equal access to employment and economic resources, we not only uplift individuals but also fortify entire communities and economies.”

Pritika doesn’t just talk about the importance of creating more opportunities for women, she actively takes action. She started the ‘Suman Saroj Initiative,’ a social responsibility program that provides sustainable income opportunities for craftswomen in Lucknow, India, and this is just one of her philanthropic initiatives:

“The ‘Suman Saroj Initiative’ named after my grandmothers, highlights the traditional artisanship of India and provides opportunities to women to become financially independent and support their families. We work with these talented women to create beautiful handmade embroidered meditation scarves and accessories. Last year, I went to meet every single woman that we work with, and it was so inspiring to hear their stories.”

Pritika’s commitment as the Global Ambassador for Operation Smile has been a huge part of her philanthropic efforts. Ever since she was in middle school, she has been engaged in many volunteer initiatives including ‘Operation Smile,’ ‘Special Olympics,’ ‘Habitat For Humanity’ to name a few. With Operation Smile, which was founded in her hometown of Virginia, she went on to become their Global Ambassador in 2018. Operation Smile is the largest non-profit organization in the USA.

“I got involved with Operation Smile when I was in middle school at the student club at Norfolk Academy. The organization was founded in my hometown in Virginia, so I have had the opportunity to start at a very young age and grow with Operation Smile. I was engaged from the start – volunteering at local events, organizing bake sales, and packing supplies for mission trips. The mission resonated with me and my passion for the cause only grew with time. I understood the challenges that craniofacial conditions create, not just the physical ramifications including difficulty eating, speaking, and breathing, but the emotional and social impacts as well. Young children can be bullied, isolated, and socially neglected, resulting in lack of self-confidence and low self-esteem. The free surgical procedures administered by Operation Smile change the course of the lives of these children.”

“I became an Operation Smile Ambassador in 2018; in this role, I represent the organization and raise awareness about cleft conditions through media outlets, press conferences, and fundraising initiatives. It’s been a humbling and rewarding experience. I feel fortunate to have built a platform to use my voice and bring awareness to causes that are most meaningful to me to create positive change.”

“Witnessing how surgery transforms a child’s life is powerful. It is difficult to explain the change afterwards, in a child’s personality, self-confidence, and overall renewed optimism for their future. I get so emotional about it because I have experienced this process with many children and their families. I have been on medical missions in India, Mozambique and most recently, Peru, with Operation Smile. These children many times have no hope and I want to be able to change that; they should feel beautiful because they are beautiful. I am deeply proud that Prakti Beauty is also an ambassador for Operation Smile”

I have been on medical missions in India, Mozambique and most recently, Peru, with Operation Smile. These children many times have no hope and I want to be able to change that; they should feel beautiful because they are beautiful. I am deeply proud that Prakti Beauty is also an ambassador for Operation Smile

We discuss the necessity for empathy towards others:

“In the USA,” Pritika explains, “we have access to safe surgical care, to clean water, to food, safe transport and things that we may take for granted. While we can’t always fix those deficits in other regions of the world, our compassion and empathy for those people who face daily challenges is what binds us as a human race. I just returned from a shoot in Namibia and we saw how a basic necessity like access to clean water – wasn’t attainable. I think if we all had a deeper understanding of different cultures and different struggles, we’d become so much more unified as a human race. Understanding the depths of people’s struggles is an important aspect of our humanity.”

Instant gratification is another important topic we cover:

“Deciding that we deserve instant success will get us into trouble. I strongly believe in people working their way to the top from the ground up. Becoming famous overnight isn’t realistic. My success wasn’t quick. I’ve been working since I was 17 years old. That’s over a decade ago. I had to commit to consistency before things started to really take off. I was passionately driven towards my goals and my causes. Success is so much sweeter when you’ve worked to achieve it, and I hope we never lose that.”

In 2024, Pritika Swarup has broken the glass ceiling completely for women in their 20s. In 1950s America, she would have been a rare anomaly in a society where ‘Leave it to Beaver’ households reigned. In that popular sitcom, Ward is the decision-maker in the house while June is the stereotypical homemaker who cleans and cooks. In 2024, Pritika is a global leader.

We change pace to lighter topics and talk about the importance of daily nurturing practices.

“Dinner is most definitely my favorite meal of the day,” Pritika confirms. “When I’m done working, I get to unwind and connect with my family. – it’s the best.”

“I enjoy writing and find it relaxing to reflect on my day and distinguish between the things I liked or didn’t like. It helps to clear my mind. I also love to read and I’m really into fantasy novels! Going for walks to take in the fresh air and beautiful environment is also enormously good for my spirit.”

Her favorite places in the world:

“Goa, India. We have a villa there, and my mom’s side of the family all meets up in Goa for great bonding time. I enjoy the warmth and love of our extended family. I also love Paris and have lived there for months while working. I find it so charming with its history, architecture and food. I also love New York because it’s always changing. I love the goal-driven energy of the city, the building towards something purposeful, and the mindset that anything is possible. There’s so much opportunity and it encourages you to succeed. New York supercharges me.”

The principled Pritika leads with passion. She inspires the experts of industry to innovate, create greater diversity and advance opportunities. Her golden touch invites listening ears and cooperation – the essential premises towards progress and the creation of healthier platforms. She’s achieved so much in one decade, and we can’t wait to see what she produces in the coming decades. Pritika enhances this world beautifully.

IG: @pritikaswarup
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