Model Diaries with Pritika Swarup

Where did you grow up?
I grew up in Virginia Beach.

What is one thing you miss the most about your hometown?
I feel like it’s just being able to be with my family, my friends, my community. It’s so nice when we’re all just together. I really miss being able to just be with them every day.

What’s the wildest thing you’ve ever done in your life?
I went to this wellness bar in San Francisco and it’s, you know, a spa where you can go to do the cold plunge, the hot sauna, steam room. So everyone was in the nude, and I didn’t know that that was going to be the situation. I was wearing this underwear which said, “pay attention” that I’ve had since I was 13! It was one of those very awkward, wild moments where I was walking around the spa in this underwear!

Favorite book that you enjoyed recently?
I have a few favorite books, but one that I always go back to is Kurt Vonnegut Slaughterhouse-Five, and it sounds, really crazy, but it’s just this idea of escapism, and it’s so cool how he can just, like, travel to different points of his life. I always thought that would be so interesting.

How do you describe your personal style?
I would say it’s classic, with an edgy twist and definitely not trendy. I definitely want to wear pieces that I can wear now, and I can wear them in ten years and not look back and hate the look.

Fashion icon?
Naomi Campbell. She has broken so many barriers in the industry for diversity, inclusivity. I feel like she’s always been fearless in the pursuit of her passions. She doesn’t care about what other people think and is just so focused on her career goals and being the best she can be. I feel like everyone says that, but it’s definitely some inspiration for me.

What is your favorite aspect of being a model?
There’s so many things I love about being a model. I feel like it’s hard to choose one, but I would say it’s really just the ability to express yourself in so many different forms. It’s like you go for a fashion shoot and you transform, and you can bring out different parts of your personality and be able to just like, evoke this emotional response through a photo. It’s a really meaningful part of what I do and I really enjoy it.

You’re also the founder of the beauty line Prakti, what was your inspiration behind the brand?
It stems back to my childhood. I grew up practicing all these amazing rituals and remedies with my mom and my grandma, and just seeing how effective they were and just wanting to really make them accessible to all women and to really empower women through holistic self-care. So that’s my mission with Prakti and that’s what we’re trying to do through skincare. And just to make sure women are feeling their best and are able to achieve all of their goals and their passions.

Must-have beauty products from the line?
That’s hard. It’s like picking a baby, you can’t pick your favorite baby!

I feel like the one that would be most special to me would be Pretty Polish, our Instant Glow exfoliator. It’s the first product we launched. We developed that product for years and it changes color when you add water to it. It’s this really beautiful, sensorial wellness experience which has like this incredible aroma that uplifts and energizes, but I love all of them!

What makes the brand so unique in the beauty space?
It’s really just modernizing ayurvedic traditions. It’s like the combination of clinical science with these beautiful time trusted ingredients that have been around for thousands of years. It’s also immersive wellness. It’s not just skincare, but it’s influencing people to really take care of themselves through and through, and to look at beauty in a holistic manner. That way they can improve their overall health and well-being.

What excites you most about the brand?
I feel like every day I’m excited about something.

What can we look out for next with Prakti? Any upcoming collections you can share with us?

Definitely the category expansion, and we’re about to be in stores and I feel like it’s a living, breathing entity. I’m growing as it’s growing and it’s constantly evolving. I feel like, as a founder, you have to be quick to adapt so I think that’s keeping me on my toes every day.

Prakti is also launching with Goop which is something I’ve been looking forward to. I’ve been talking to their team for years, and I’m so excited that people will be able to go into stores and experience our products.

Best beauty advice you’ve ever received?
I’ve had so much beauty advice in my life. I think the number one would be advice from my mom. I’d be going to all these shoots and these events and getting glammed up, and she would always say that the only way you’re going to feel that confidence and that fierceness really only comes from the inside. It’s knowing how powerful you are, that your soul is pure and that it doesn’t matter how much makeup you’re wearing, you have to have that first and foremost. That is what is going to radiate and allow you to be the best that you can be.

Can you reveal to us one of your beauty secrets?
One of my best beauty secrets is that I have a facial massage, so it really detoxifies.
And it really gives you this lift from within, a glow and a sculpted face. So I did that right before this shoot, and I try to do it once a day.

Strong lip or strong eye?
Definitely a strong eye. I think you always want everything to be lifted. And I feel like just drawing people into the eye is always much more powerful. Although a lip is always nice, I’m more of an eye girl.

What are your Top 3 Beauty Tips for Summer?
Definitely hair oiling before the beach. I think it’s really fun to be able to do a nice, slicked back look, and it’s so great for your hair health. My second tip is shimmery soft pastels and the third tip would just be to create glowing, dewy, and healthy skin.

How do you start your day?
I start my day with an hour for myself. I’ll wake up, do some meditation and some stretching. It really depends how much time I have, but I do like to devote some time to skincare, of course, and also just going through my intentions for the day. If it’s before I shoot or before meetings, it’s really nice to check in with how I’m feeling and what I’m setting out to do that day.

Go-to karaoke song?
This is a good one. My go-to karaoke song is “Dirty Little Secret” by the All American Rejects. I have an older brother and it was his favorite song so it became my favorite song too!

What would you like to say to your fans?
Be fearless in the pursuit of all of your passions. We are multi-dimensional women and we’re capable of anything that we set our mind to. Having the guts and conviction to go out there and do what you love is so important. And you know you have it within you.