Prakti Beauty, the brainchild of model and entrepreneur Pritika Swarup, is set to make its debut at Credo on September 30. This launch marks a significant milestone for the NB100-winning brand, which has been making waves in the clean beauty space with its unique blend of Indian wellness traditions and cutting-edge skin-care science.
Credo, known for its stringent clean beauty standards, will carry Prakti’s full collection of six products across its 16 nationwide locations and on its website. Among the offerings are the brand’s bestsellers: the PritiPolish Instant Glow Exfoliator ($48), SundaSkin The Essential Hydrating Serum ($65) and PaviPure Warming Detox Mask ($56). For those looking to experience the brand’s holistic approach on-the-go, the Path to Priti ($70) travel set will also be available.
Prakti’s hero product, the PritiPolish Instant Glow Exfoliator, embodies the brand’s philosophy of marrying efficacy with experience. “Across all diverse groups, the number-one desire was for glowing, healthy skin,” Swarup shared with NewBeauty on the “why” behind the brand’s first-ever launch. “Yet, there was a fear of irritation from the abrasiveness of harsh chemical exfoliators and large grain scrubs.” This insight led to the creation of a gentle yet effective exfoliator that not only brightens and refines skin texture but also provides a sensorial experience.
The lavender-hued polish has won numerous accolades, but Swarup says what stands out the most for her is hearing from her customers. “Reading reviews and emails where people share how much their skin texture and radiance has improved, and how they enjoy the experience is incredibly rewarding.”
Prakti’s approach goes beyond just skin care. As Swarup explains, “We are positioned not only as a skin-care solution, but as a lifestyle choice. We are leading a movement in the education of self-care empowerment.” This holistic philosophy aligns perfectly with Credo’s mission to provide clean, effective beauty products that prioritize both personal and environmental health.
With its launch at Credo, Prakti Beauty is poised to reach a wider audience of conscious consumers who are looking for products that deliver results without compromising on clean ingredients or sensorial experience. As the brand continues to grow, it remains committed to its foundational principles of blending Indian wellness traditions with modern skin-care innovation, offering a unique approach to beauty that resonates with today’s discerning consumers.
