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Inspired by Pritika Swarup’s connection to Operation Smile, Prakti also gives back to Indian Craftswomen
Virginia Beach, VA – International fashion model and global ambassador for Operation Smile, Pritika Swarup, has officially launched her international beauty and wellness line, Prakti. Born and raised in Virginia Beach, Virginia, Swarup became involved at a young age with Operation Smile, the international nonprofit that provides free cleft surgery and comprehensive care to children and adults around the world. Now, as a global ambassador for the organization, Swarup uses her voice and platform to represent the nonprofit and shares its mission through speaking at press conferences, leading global fundraising initiatives, and actively participating in the organization’s surgical programs across India, South Africa and Mozambique. Inspired by Operation Smile’s mission to provide brighter futures for so many, Swarup’s new brand follows
the same ideals, inspiring young people to live their lives with confidence.
“Operation Smile is so important to me and it also integral to the brand give-back programs,” said Swarup. “It was important that we were not just a beauty brand and that we could go beyond that and give back in a really meaningful way.”
Prakti will serve as the first brand to bring Indian rituals to the forefront of the global industry. To help preserve and protect traditional Indian craft techniques, Prakti is building the Suman Saroj social responsibility program that provides sustainable income opportunities for village craftswomen across India, giving them a way to use their skills to contribute to their families and to become financially independent.
Fusing the cultural richness, rituals, and spirituality of India with the contemporary energy of the West, Prakti is a first-of-its-kind hybrid beauty brand. Prakti’s products are designed to celebrate women’s strength and independence while adhering to their multi-dimensional lives. As a fierce advocate for change in the beauty industry, Swarup seeks to increase diversity and inclusivity, and help put an end to colorism.
“We realized that there was this wide space between the super traditional Indian Ayurvedic brands, and then more Western brands,” Swarup explained. “There was really no brand that bridged that gap and had a global appeal. That’s how Prakti’s hybrid concept came into play. We’ve taken Ayurvedic and Indian ingredients and integrated them into these really modern, refined, beautiful textures.”
While paying tribute to Indian beauty practices, Prakti’s products strive to instill a sense of boldness. Motivated by Operation Smile’s mission to help those with cleft conditions live a better quality of life in greater confidence, Swarup sought to create a brand that would inspire others to live their most authentic lives.
More information about Prakti is now available at https://www.operationsmile.org/story/qa-operation-smile-global-ambassador-pritika-swarup-launches-prakti-beauty-brand
About Operation Smile
Operation Smile is a global surgical nonprofit that improves the health and dignity of patients living with cleft lip and cleft palate in low- and middle-income countries. Since 1982, Operation Smile has been committed to providing patients with health that lasts through life-saving cleft surgeries and comprehensive care, helping them to better breathe, eat, speak and live lives of greater quality and confidence. Its training and education programs elevate safe surgical standards and strengthen a global network to reach more people earlier in their lives. Learn more at www.operationsmile.org or by following @operationsmile on social media.
