Beauty, Brains, Business: How Indian American Pritika Swarup Built a Beauty Empire While Walking Paris Runways

When Pritika Swarup was 16 years old and visiting Disney World with her family, a modeling scout approached her with an opportunity that would upend everything she thought her life would be. Growing up in Virginia Beach, Virginia, surrounded by doctors—cardiovascular surgeons, eye surgeons, ophthalmologists—she had assumed medicine was her destiny.

“Everyone else in my family is a doctor,” Swarup recalled in an interview with HerMoney’s Karen Finerman. “Growing up in that environment, you’re just naturally thinking that’s what I’m going to do.”

That serendipitous moment at Disney World changed everything. Within a year, according to Guild Magazine and multiple other sources, Swarup had moved to New York City and signed with IMG Models, one of the world’s top modeling agencies. But rather than abandoning her academic ambitions, she made a deal with her parents that would define her unconventional path forward.

“It was almost like a deal with my parents,” Swarup told HerMoney. “There was never a question of not going to school because education is so important. I think that that’s something that no one can take away from you: Having your own power, your knowledge.”

Today, at 28, Swarup has demolished every assumption about what models can—or should—be. She’s an international fashion model who has walked runways in Paris and appeared in Vogue, Elle, and Harper’s Bazaar. She’s the founder and CEO of Prakti Beauty, an award-winning Ayurvedic skincare brand now sold at Bloomingdale’s, Goop, Credo, Revolve, and Amazon. She’s a Columbia University graduate with honors in financial economics who founded the university’s largest student-run investment fund. And she’s a global ambassador for Operation Smile, having spoken before the United Nations General Assembly on gender justice in developing countries.

The Education That Nobody Said She Could Have

After being discovered, Swarup took two years to travel internationally and build her modeling portfolio before enrolling at Columbia University’s School of General Studies. Between classes, late nights at the library, and modeling gigs around the world, she pursued financial economics with the same intensity she brought to the runway.

“I studied financial economics. I went to Columbia. I launched an investment firm at school. I really was going down this traditional path,” Swarup told The Harvard Crimson. Her last year at Columbia included an internship on the direct deals team at an investment firm—an experience that would prove transformative.

“I was getting to work with founders and just understanding what it’s like to start your own business,” she told HerMoney. “They were so passionate and then it kind of opened my eyes to like, maybe I could do this.”

But she faced resistance. “Throughout my career a lot of people said ‘You can’t be full time in school or working with different non-profit organizations and modeling full-time,'” Swarup told Marie Claire UK. “They want to keep you down one path. But people are multi-faceted individuals who have different interests and passions.”

The New York Post dubbed her the “World’s Most Fabulous Financier,” a recognition that would help lay the groundwork for bringing Prakti to market.

From Runway to Boardroom: Building Prakti Beauty

The idea for Prakti Beauty emerged from Swarup’s lived experience navigating two cultures with radically different beauty philosophies. According to Harper’s Bazaar UK, growing up in Virginia, “it was all about surface-level beauty; looking a certain way and being put together.” When returning to India on family holidays, it was “the total opposite; it would be strange to see someone wearing a full face of make-up.”

“Eastern and Western beauty ideals are very different,” Swarup told Columbia University’s School of General Studies. “In India, it’s more about the balance of the mind, body and consciousness. Everything is so interconnected and holistic.”

WM Lifestyle Magazine reported that Swarup’s mother is a holistic wellness expert and her father an eye surgeon, giving her a unique perspective on integrative wellness from a young age. “My earliest memories are filled with moments spent with my mother, crafting homemade remedies and indulging in self-care rituals,” she told James Lane Post. “I remember [being] four years old, doing these rituals and remedies with my mom,” she told The Harvard Crimson.

With the help of mentor and former Estée Lauder executive Daria Myers, and by investing her own earnings as a fashion model, Swarup launched Prakti Beauty in 2021, according to HerMoney and multiple sources.

Their first product, PritiPolish, is a sensory-forward exfoliating powder that transforms to an amethyst hue when activated with water. “People love that surprising moment of this color,” Swarup told HerMoney. “That was the first product I launched and probably the hardest. We went through so many iterations, and I’m a bit of a perfectionist, so I’m like, oh, it can be a little better, a little better.”

Refusing to Compromise on Quality

What sets Prakti apart, according to Swarup, is its uncompromising approach to safety and efficacy. “When I started developing our products, some of the labs we spoke with said, ‘Well, you can save some money if you skip safety, stability and clinicals,'” she told NewBeauty. “How is that even an option? For us, it’s the gateway to entry! I couldn’t believe that some brands don’t take these important steps.”

 “Throughout my career a lot of people said ‘You can’t be full time in school or working with different non-profit organizations and modeling full-time,'” Swarup told Marie Claire UK. “They want to keep you down one path. But people are multi-faceted individuals who have different interests and passions.”

According to Eventbrite promotional materials for Credo Beauty events, Prakti offers “clinically effective, holistic skincare that delivers instant results while providing a transformative wellness experience.” The brand’s products combine “cutting-edge scientific innovation with the pleasure of sensorial experiences,” according to James Lane Post.

Explosive Growth and Major Retail Wins

The brand’s growth has been remarkable. According to Beauty Independent, Prakti multiplied sales 4X from 2022 to 2023, saw a 422% spike in its social media audience, and achieved a 385% rise in subscribers. Swarup has 1.1 million followers on Instagram.

In September 2024, Prakti launched at Credo Beauty in all stores and online. “Launching in Credo reinforces our positioning in the market as a brand that prioritizes ingredient integrity because their consumer base is so educated,” Swarup told Beauty Independent. “We’re also excited to add to their assortment’s cultural inclusivity as a brand that is rooted in traditional Indian wellness systems.”

According to WWD, in 2025 Prakti expanded into Bloomingdale’s, adding to its portfolio that already included Amazon, Revolve, Goop, and Credo. “We really want to meet our customer at every touch point,” Swarup told WWD. “I think we always believed we would be an omnichannel experience.”

Marissa Galante Frank, Bloomingdale’s beauty and fashion director, told WWD: “We were instantly drawn to Prakti — not just for its beautifully crafted products, but for the powerful story behind them.”

Today, according to HerMoney, Prakti offers 10 beauty products spanning skincare, makeup, and wellness accessories, including a Meditation Dupatta headscarf. “I’m hoping that we can expand across categories,” Swarup told HerMoney. “I’m thinking more of a lifestyle brand in a way, because for us, it was never just about beauty and skincare. It was so much more this holistic approach to living.”

The CAA Signing

In a major career milestone, WWD reported that CAA—one of Hollywood’s most powerful talent agencies—signed Swarup to represent her in areas including fashion, digital media, talent business ventures, scripted television, and philanthropy.

“I’ve always pursued my passions across entrepreneurship, fashion, philanthropy, television, education and finance, and CAA’s divisions and capabilities provide the perfect platform to expand and grow in all these areas,” Swarup told WWD in a statement. “I’m looking forward to building upon my career, and exploring new opportunities together.”

According to HerMoney, Swarup continues to work as an in-demand fashion model, appearing on international covers and exploring broader media opportunities including a potential podcast. “We’re even talking about doing a podcast, and there’s a lot of fun, different paths that I never thought that I could have,” she told HerMoney. “So, I couldn’t be happier.”

The Modeling Career

Swarup’s modeling career has included campaigns for Ralph Lauren, Intimissimi, Escada, Prabal Gurung, Estée Lauder, Athleta, Fenty Beauty, and MAC Cosmetics, according to WWD and other sources. Bal Harbour Shops reported that she divides her time between New York City and Sunny Isles, Florida. “My home here is the perfect getaway from the city because it is right by the ocean, which gives me a sense of calm,” she told the publication.

Wonderland Magazine reported that in 2024, Swarup shot Escada’s Fall/Winter campaign in Namibia, visiting three different locations including Sossusvlei, home to some of the world’s highest sand dunes. “I loved watching the sunrise over the dunes,” she told the magazine. “So serene and peaceful.”

Championing Diversity and Representation

Throughout her career, Swarup has been vocal about diversity in the fashion and beauty industries. “I think when I first came to New York there really weren’t other Indian models,” she told Marie Claire UK. “And when I was growing up I never saw anyone who looked like me in magazines or in TV. I never really thought of modeling as a profession because coming from Virginia you don’t grow up and say ‘I want to become a model’. That just doesn’t really seem possible.”

She told Guild Magazine: “I definitely feel the industry should not cast models based on a certain criteria of race. Obviously, brands have to find the appropriate representation for their aesthetic, but that doesn’t mean that brands need to have a checklist so they can be seen as being inclusive rather than actually being inclusive. The industry needs to embrace all types of beauty.”

According to Wonderland Magazine, Swarup told the publication: “I felt compelled to create a brand that is inclusive and offers a true representation of global beauty. From childhood, I didn’t feel represented in Western media, but I didn’t realize the extent of the lack of representation until I started modeling, and how absent so many groups were.”

Operation Smile and Philanthropy

Swarup’s philanthropic work centers on Operation Smile, a nonprofit medical service organization offering free surgeries to children with cleft lip and palate. The organization, which began in her hometown of Virginia Beach, has been part of her life since childhood.

“When you’re a student you don’t really know how much you can contribute as far as packaging supplies, doing bake sales or little fundraisers goes,” she told Marie Claire UK. “But the mission always resonated with me.”

When she started her modeling career and traveled to India for shoots, she encountered children with cleft lips. “It was kind of a sign for me. Like ‘let me get in touch with Operation Smile again’. The next thing I knew, we were talking about a larger role in the foundation and I became one of their ambassadors. It really did come full circle.”

According to James Lane Post and the Milken Institute, Swarup received the 2024 Changemaker Award in recognition of her long-term support, generosity, and dedication to transforming the lives of children around the globe. The Milken Institute also reported that she received a Lifetime Achievement Award from Harvard University in November 2023.

Columbia University noted that Swarup has spoken before the United Nations General Assembly on gender justice in developing countries.

The Daily Practice

Despite her demanding schedule, Swarup maintains grounding rituals. “I try to meditate every morning; I do five minutes and maybe chant a mantra,” she told Harper’s Bazaar UK. “It’s like, ‘okay, how are you going to tackle it all and keep it all organized, balanced and at peace with yourself?'”

Journaling is another essential practice. “When you have so many things going on, sometimes you don’t even take a second to understand what your body needs,” she told Harper’s Bazaar UK. “And writing for 10 minutes can help that, in every area of your life.”

According to WM Lifestyle Magazine, “Dinner is most definitely my favorite meal of the day. When I’m done working, I get to unwind and connect with my family. – it’s the best.” She also enjoys reading fantasy novels and going for walks.

Her mother gave her crucial advice when she first moved to New York, Marie Claire UK reported: “to be present in the moment.”

Breaking the Mold

What makes Swarup’s story remarkable isn’t just her success in multiple fields—it’s her insistence that she shouldn’t have to choose between them. In an era when personal branding often demands singular focus, she’s built a career that spans fashion, finance, beauty entrepreneurship, and philanthropy.

“Am I going to do this so-called traditional path or is there a way that I can combine all of my experiences?” she asked herself, according to The Harvard Crimson. The answer she arrived at was to refuse the premise of the question entirely.

Fashion Week Daily reported that Swarup is designing her first capsule collection with a Milan-based footwear brand, adding yet another dimension to her portfolio. “It has really gotten me to get creative in a new way,” she said.

WWD noted that Swarup’s recent expansion into Bloomingdale’s came as the beauty industry has shifted to embrace the holistic wellness principles she championed from the beginning. “When I was first talking about this, my senior year of college, it was a very different world,” Swarup told WWD. “Now, everyone’s taking ashwagandha supplements and turmeric and all of these amazing ingredients. But also the way in which wellness is viewed has taken a chapter from the eastern principles.”

As Swarup looks to the future, her ambitions remain unapologetically expansive. Columbia University’s School of General Studies captured her philosophy succinctly: “I want to inspire women to fearlessly pursue all of their passions.”

For a generation told to specialize, to choose one lane and stay in it, Swarup represents a different model entirely—one where a model can also be a CEO, where a finance major can create beauty products, where an Ivy League graduate can walk Paris runways, and where an immigrant’s daughter can build a brand celebrating her heritage while challenging both Eastern and Western beauty standards.

“I realized I needed to be true to who I am,” she told Fashion Week Daily, reflecting on her decision to launch Prakti. That truth, it turns out, was never going to fit neatly into anyone else’s boxes.

At 28, with a rapidly growing beauty brand, a thriving modeling career, a CAA contract opening doors to television and media, and a platform to advocate for diversity and representation, Swarup isn’t done breaking rules. If anything, she’s just getting started.

As she told Harper’s Bazaar UK about her generation’s approach to identity: “We’re hybrids of different cultures and experiences and goals and dreams, and so Prakti is really all about representing who we are today.”

For Pritika Swarup, “who we are today” means refusing to accept anyone’s limitations on who she—or any woman—can become tomorrow.

This story was aggregated by AI from several news reports and edited by American Kahani’s News Desk.