Gift with $50 orders ($20 value) Shop now Two free samples with every orderShop now Free standard shipping on all US ordersShop all Free international shipping on orders over $50Shop all
Pritika Swarup Shares her DIY Ayurvedic Beauty Secrets

Everybody has a story about beauty. In Rose Inc.’s The Profile, some of the world’s most intriguing people share theirs. In this intimate interview series, we get (virtually) up close and personal to explore their definitions of beauty and path to self-confidence. Featuring imagery shot through their own lens, The Profile presents these compelling personalities in a new light—one that illuminates their own journey, dreams, and desires while highlighting their unique relationship with beauty.

As a model, Ivy League student, entrepreneur, and global ambassador for Operation Smile, it’s safe to say that Pritika Swarup is busy. “I only get involved in what I believe in and am deeply passionate about,” she explains. “I try not to spread myself too thin...[but] to be quite honest, I police myself to hold myself fully accountable to fulfill my commitments.” That’s meant scheduling time to study between modeling gigs, advocacy projects, and work as an investment analyst in New York, all while balancing a robust self-care routine she learned from her mother, whom she describes as a yogi and wellness guru.

It was in her daily meditation, stretching, exfoliation, and other Ayurvedic practices she learned from her parents—who immigrated to Virginia Beach from India before Swarup was born—that inspired the latest line on her growing CV: beauty brand founder. “I appreciated the power of South Asian beauty from a very young age,” she explains. “I always felt the absence of my culture in mainstream media and the beauty industry growing up, especially when I started working in fashion at the age of 17. It was then that I realized how much Indian beauty and holistic wellness were significantly underrepresented in the market.”

Balancing her upbringing with a focus on financial economics from Columbia University and a thriving modeling career—which includes campaigns for MAC, Clinique, and Fenty Beauty as well as appearances in VogueElle, and L’Officiel—gave Swarup the drive necessary to take on what could be her most important project yet. “The ultimate goal is to pull the curtain back on modern India to reveal the holistic beauty and rituals of the East,” she says about Prakti, which is set to launch later this year. Rose Inc. caught up with Swarup to discuss her forthcoming line, how she manages her time across projects, and the beauty secrets she’s learned along the way.


Your Bag 0

Your cart is empty Shop all
Rose Inc GiftBox

Add a Signature Gift Box for $4

Choose Samples

Select 2 free samples
Add Free

Sample: Skin Enhance Luminous Tinted Serum

Tinted Serum 130 Deluxe

Deep Skin Tone/Neutral Undertone

Add Free

Sample: Eye Revival Brightening Eye Cream Sachet

Add Free

Sample: Radiant Reveal Brightening Serum Sachet

Add Free

Sample: Softlight Luminous Hydrating Concealer


321 reviews


Light cool pink


Cream Blush Refillable Cheek & Lip Color

A hydrating cream that brightens and blurs with a radiant...

536 reviews

LX 200

Very Deep Skin Tone, Neutral Undertone


Softlight Luminous Hydrating Concealer

A does-it-all concealer that brightens, blurs and contours while nourishing...

220 reviews


Very Deep Skin Tone/Red Undertone


Skin Enhance Luminous Tinted Serum

A hydrating skin tint that delivers powerful skincare and sheer,...

412 reviews


Beige pink


Satin Lip Color Rich Refillable Lipstick

Creamy lipstick that plumps the lips while drenching delicate skin...

27 reviews


Number 1 Concealer Brush

A customized concealer brush with a unique curve engineered for...

205 reviews


Eye Revival Brightening Eye Cream

A pearlescent cream that diminishes the appearance of dark circles...

234 reviews


Radiant Reveal Brightening Serum

A powerful hydrating serum that instantly brightens the complexion with...



Number 6 Highlighter Brush

A petite dual-fiber brush that delivers seamless cream highlighter...