Nykaa, India's leading beauty & fashion destination, launches Prakti exclusively on the Global Store. Prakti is a new skincare brand that fuses the cultural richness and spirituality of India with the contemporary energy and technologies of the West to create a first-of-its-kind hybrid beauty brand. Founded by Pritika Swarup, International Fashion Model, and Philanthropist, the brand reimagines traditional ingredients from Indian remedies and the Ayurvedic pharmacopeia, modernizing them through technological innovation to enhance the sensory experience and efficacy of every product.
As Prakti's founder, Pritika believes Indian beauty deserves to be center stage and has approached the creation of this brand through a different lens. Prakti is a true representation of her own self and her roots - hybrids of mixed cultures, heritage, experiences, goals, and dreams. The products have been created based on today's cultural and social reality. Pritika is on a mission to inspire women to fearlessly pursue multidimensional, fulfilling lives and Prakti encourages its users not just to embrace and celebrate their unique identity & unique beauty, but also to go beyond & achieve their dreams and goals. Shop their bestsellers - PritiPolish and MahaMask.
Commenting on the launch, Pritika Swarup, founder of Prakti said "I am so happy to be launching Prakti in India with Nykaa on the Global Store. From the very beginning, my intent was to mirror our hybrid platform celebrating my dual heritage through every touchpoint of the brand, including its distribution. Nykaa was the natural choice to launch our brand in the country as it is innovative on every level providing customers access to experience beauty both personally and digitally. They are making it possible for consumers across the continent to be introduced to diverse brands from abroad."
A one-of-a-kind, cross-border e-commerce platform, the Global Store is currently offered only on Nykaa's mobile application and makes, otherwise hard-to-reach, international brands, easily accessible to Indian beauty buffs.
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