International model Pritika Swarup’s earliest memories of beauty is making skincare masks at the kitchen counter—a recurring favourite featured chickpea flour, turmeric, lemon, yoghurt and honey. Her mother’s at-home recipes and rituals now find fresh iteration with Western technologies in her brainchild, Prakti Beauty that has made its foray in India with Nykaa’s Global Store.
Having grown up following a holistic approach to beauty, Swarup now hopes to take it to a larger audience. She says, “There’s no shortage of beauty and wellness rituals in India, but the most important principle is that beauty comes from within. Beauty in India is sensorial—connecting the mind, body and soul in one experience. To me, it truly means beauty of the soul.”
Rooshy Roy, founder of AAVRANI, on championing the duality of her identity
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For most of her formative years, Rooshy Roy found herself caught between competing paradigms while navigating her Indian-American identity. While she spoke Bangla fluently, she recalls feeling robustly American at heart. “As an adult who is finally proud of her heritage, I created AAVRANI, a ritual-inspired skincare brand, to ensure that I didn’t have to choose—it celebrates my roots while challenging what is expected of them,” she reflects.
