Prakti Beauty Expands to Bloomingdale’s with Ayurvedic Skincare

PetitePaulina – Prakti Beauty, the Ayurvedic-inspired skincare and wellness brand founded by model and entrepreneur Pritika Swarup, has just reached another milestone. On Thursday, the brand announced its official launch at Bloomingdale’s, joining its existing retail partners: Amazon, Revolve, Goop, and Credo Beauty.

The expansion marks a new chapter for Prakti Beauty, which was founded in 2021 with a mission to blend ancient Ayurvedic practices with modern beauty routines. “We really want to meet our customer at every touch point,” Swarup told WWD. “For us, being omnichannel was always the vision. But it’s not just about distribution. The right retail partner must understand our values and the story we bring to beauty.”

Rooted in Ayurvedic Traditions

Swarup’s inspiration for Prakti Beauty comes from her childhood, where her mother — an Ayurvedic doctor — introduced her to holistic practices. Ayurveda, a wellness system dating back over 3,000 years in India, emphasizes the balance of mind, body, and spirit.

“We would practice rituals every day, whether beauty treatments or morning elixirs,” Swarup explained. “The idea was always balance — achieving long-lasting results by caring for both inner and outer health. Beauty, to me, is not just surface level. It’s a form of self-care that makes you feel good inside.”

A Modern Twist on Ancient Rituals

Prakti’s product lineup ranges from SundaSkin The Essential Hydrating Serum to Meditation Dupatta, a headscarf designed for mindful practices. The mix of skincare, makeup, and wellness accessories reflects Swarup’s vision of beauty as a lifestyle.

This unique blend of tradition and modernity is what caught Bloomingdale’s attention. “We were instantly drawn to Prakti — not just for its beautifully crafted products, but also for the powerful story behind them,” said Marissa Galante Frank, Bloomingdale’s beauty and fashion director. “Prakti is soulful and effective. It represents a new generation of luxury beauty consumers who value inclusivity, wellness, and authenticity.”

A Growing Movement in Beauty

For Bloomingdale’s, adding Prakti Beauty also aligns with its push to diversify its beauty offerings, both online and in stores. The retailer has been actively seeking brands that speak to younger, more conscious consumers.

Swarup notes that the industry has shifted dramatically since she first envisioned the brand. “Back in my senior year of college, it was a very different landscape. Now, everyone knows about ingredients like turmeric and ashwagandha. Wellness has become mainstream, and people are more open to beauty that embraces holistic principles. That’s exactly the world Prakti was built for.”

With its expansion to Bloomingdale’s, Prakti Beauty cements itself as not just a skincare brand, but a cultural bridge between Eastern traditions and Western luxury markets.