Investment firms often have impacts on beauty industry moves, even if they’re not in the headlines for being involved in a funding round.
Case in point: Sonoma Brands Capital, which connected with Prakti Beauty a year ago to establish a relationship with the Indian-inspired clinical skincare brand, introduced it five months ago to Credo, where it’s arriving on Sept. 30. The clean beauty retailer will carry the brand’s full collection of six products, including bestsellers $48 PritiPolish Instant Glow Exfoliator, $65 SundaSkin The Essential Hydrating Serum and $56 PaviPure Warming Detox Mask, and $70 Path to Priti travel set at its 15 doors nationwide and on its website.
Though Sonoma Brands Capital, known for backing consumer brands like Milk Bar, Merit Beauty and Vacation, isn’t on Prakti’s cap table, brand founder and fashion model Pritika Swarup says its “guidance has been so helpful as we develop our retail strategy.” Prakti is financing its Credo entrance by tapping existing investors and cash flow.
“Launching in Credo reinforces our positioning in the market as a brand that prioritizes ingredient integrity because their consumer base is so educated,” says Swarup. “We’re also excited to add to their assortment’s cultural inclusivity as a brand that is rooted in traditional Indian wellness systems.”
Swarup, who participated earlier this year in Bridge Mentorship, the program that’s a partnership between investment firm True Beauty Ventures and Beauty Independent, says True Beauty Ventures is supportive of Prakti’s Credo rollout. The brand has been on the march in advance of it, breaking into Goop and multiplying sales 4X from 2022 to 2023, when it saw a 422% spike in its social media audience and a 385% rise in subscribers. Swarup has 1.1 million followers on Instagram, and Prakti has 20,200 followers on the platform.
According to Credo co-founder and CEO Annie Jackson, the retailer was won over by Prakti’s blend of cultural influences and clinical potency. She says, “We fell in love with the unique approach Pritika used to create Prakti, combining natural botanical remedies rooted in Ayurvedic practices with an emphasis on science-backed innovation.”
“Launching in Credo reinforces our positioning in the market as a brand that prioritizes ingredient integrity.”
Jackson continues that Prakti’s attention to sensorial touches—it has warming and color-changing offerings—while still targeting skincare concerns make it stand out. And she says, “Having clinicals caught our eye, and we know our customer base will respond well to it.”
It’s no accident 3-year-old Prakti was primed to launch at Credo within five months. Swarup prepared for it from day one by tailoring the brand’s ingredients, formulations and packaging to meet Credo’s rigorous clean beauty stipulations. Prakti is cruelty-free, gluten-free and vegan. Its cartons are Forest Stewardship Council-certified paper, and its glass jars, caps and discs are recyclable.
Swarup says, “Before I started the brand, I went into Credo’s stores and was like, ‘This is where we want to be.’”
To be retail ready, Prakti’s supply chain was optimized from day one to minimize replenishment timelines to three months or less and keep store inventory stateside to avoid pricey overseas shipping and possible supply chain snags. The brand’s products are manufactured in the United States.
Prakti is due to grow its assortment next month with four lip oils, marking the brand’s first foray into color cosmetics. In early 2025, the lip oils will head to Credo. To support its business at the retailer, Prakti plans to host a series of activations. Jackson and Swarup will take part in a fireside chat on Nov. 7 in New York City, and Swarup will visit several Credo stores in October.
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