Traditional Indian ingredients and rituals are sweeping skin care, fragrance and wellness markets around the world. WWDWeekend
This hybrid concept is represented in each facet of Prakti Beauty, from the brand’s name — a mashup of “Pritika” and “Shakti,” which mean “beloved one” and “female power” in Hindu, respectively — to its formulas, which present Indian skin care staples like rice, vetiver and
“Ayurveda can seem very intimidating and complicated and we want to change that; it’s about taking what works for you and incorporating that into your life, not necessarily adopting the entire wellness system,” Swarup says. “It’s been amazing to create an integrative wellness space for practitioners of different modalities to come together, and to see people of all walks become interested in Ayurveda,” says Ripa Ajmera, who is on year 12 of what she describes as a “lifelong” study of Ayurveda.
The three doshas are Vata, Pitta and Kapha, and each designates distinctive personal strengths and weaknesses that indicate what lifestyle shifts one may need to implement in order to attain optimal health. Soffer also helms an in-house product line, which includes face and body oils and creams; a Kourtney Kardashian Barker-approved Fertility Steam that taps raspberry leaf and Egyptian chamomile with the goal of helping the body prepare for pregnancy; bath soaks; tongue scrapers, and much more.
Struck by a keen appreciation for India’s fragrance culture — and galvanized to share it with the world — it was years later that Austin became connected with Anita Lal, founder of the well known Indian home and apparel company Good Earth, and Austin’s soon-to-become LilaNur Parfums co-creator. and became the first South Asian-owned hair care brand to enter Sephora. Founded by London-born siblings Nikita and Akash Mehta, the brand entered the market with a $36 pre-wash hair oil incorporating ashwagandha, castor oil and a 10-herb blend called dashmool that aims to promote hair and scalp health. The brand has since been building out a comprehensive regimen inclusive of shampoos, conditioners and serums.
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