Pritika Swarup is an International Fashion Model, Founder & CEO of India-Inspired beauty brand Prakti, Ivy League Graduate, and Global Ambassador for Operation Smile. She is hailed as the 'World's Most Fabulous Financier' by the New York Post and recently named Fashion It Girl of 2022 by L’Officiel.
Immensely passionate about humanitarian causes, Pritika uses her voice and platform to positively transform the lives of children worldwide. As a Global Ambassador for Operation Smile, the international non-profit providing free corrective surgeries and support to children and adults born with a cleft lip or palate, Pritika represents the organization and shares its mission through speaking at press conferences, leading global fundraising initiatives, and actively participating in the organization’s medical missions across India, South Africa, and Mozambique. In 2019, Pritika had the honor of speaking before the United Nations on women’s rights in developing countries and the responsibility of public figures, particularly in the fashion/entertainment industry, to lead by example when it comes to actively supporting and highlighting worldwide humanitarian efforts.
Moreover, Pritika is a fierce advocate for change in the beauty industry; increasing diversity and inclusivity, and ending colorism. She continues to increase her overall presence and perspective on the industry as a skincare and lifestyle authority partnering with such publications as Harper’s Bazaar, Vogue, Porter Magazine, and Marie Claire. Her modeling career includes campaigns for Bobbi Brown, Prabal Gurung, Clinique, and Fenty Beauty. She has also appeared on the covers and been featured in top international magazines including Vogue, Elle, L’Officiel, and Harper’s Bazaar.
Pritika is currently focused on expanding her international beauty and wellness brand Prakti, which fuses the cultural richness and spirituality of India with contemporary energies and technologies, to create a first-of-its-kind hybrid beauty brand. Pritika created Prakti with determination to do what has never been done — bring Indian beauty to the forefront of the global industry and directly into the hands of all women. Through Prakti her goal is to empower women by creating opportunities and supporting community especially through social impact programs.
Pritika graduated with honors from Columbia University, where she completed her Bachelor of Arts degree in Financial Economics. She was recently accepted into the MBA program at Columbia Business School.
"I am honored to collaborate with the Ilio Smeraldo team to create a timeless yet edgy capsule collection designed to fearlessly inspire confidence in women. Our partnership is not only an extension of my personal style and philosophy, the brand’s choice to align with the Fiorenzo Fratini Foundation is also in concert with my core values and beliefs. As women, we must seek out opportunities to lift each other up and holistically support one another to feel safe and secure.”