Pritika Swarup is expanding Prakti Beauty‘s retail footprint.
The Ayurvedic skin care and wellness brand announced Thursday it will now be available in Bloomingdale’s, adding to its existing retail portfolio on Amazon, Revolve, Goop and Credo Beauty. The news comes four years after the fashion model and chief executive officer founded Prakti Beauty in 2021.
“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. When we look at retail partners, we’re looking for an extension of our own brand values and a deep understanding of who we are as a brand. The partnership doesn’t work unless the retail partners are open and willing to understand the brand through and through, and the values are the most important thing.”
Pritika Swarup’s Prakti Beauty adds Bloomingdale’s to its retail footprint.
Swarup founded Prakti Beauty on a mission to share the holistic wellness practices she was taught as a child by her mom, who’s an ayurvedic doctor. Ayurvedic is a whole-body, traditional medicine system that originated in India more than 3,000 years ago.
“We would be doing all these things, whether it’s beauty rituals or elixirs in the morning. The core principle was that it was all about balance,” Swarup explained. “It was about the balance of mind, body and consciousness, but essentially, achieving real, lasting results and looking at beauty as a moment of self care, something that makes you feel good, not just surface level. That has always been my approach to beauty.”
From SundaSkin The Essential Hydrating Serum to Meditation Dupatta, a headscarf for meditation, Prakti Beauty’s products range across skin care, makeup and wellness accessories. The product range is just one facet of the brand Bloomingdale’s found attractive.
“We were instantly drawn to Prakti — not just for its beautifully crafted products, but for the powerful story behind them,” Marissa Galante Frank, Bloomingdale’s beauty and fashion director, told WWD. “Prakti brings a fresh, inclusive perspective to luxury skin care, blending traditional wellness rituals with modern sensibilities. It’s soulful, effective and speaks directly to the next generation of beauty consumers.”
According to Frank, Bloomingdale’s has been working to make its brand variety more inclusive and immersive, in-store and online. “That means bringing in brands that speak to a new generation of luxury beauty lovers: brands with substance, a clear point of view and strong storytelling. Prakti is a perfect example of that evolution,” she said.
Prakti Beauty products range across skin care, makeup and wellness accessories.
Swarup recognized the growth of not just the industry but the entire beauty industry since she first imagined Prakti.
“When I was first talking about this, my senior year of college, it was a very different world,” she said. “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. I think that it’s really exciting to see how customers became more and more open to understanding beauty in this holistic lens.”
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