“Clean beauty” has become a buzzword in the beauty industry, but what does it actually mean? At Prakti, our clean beauty philosophy goes far deeper than just a trend; it's our interminable responsibility to both people and the planet. Ayurveda, the world’s oldest holistic health system that Prakti honors through its products, has been practiced for thousands of years and uses natural ingredients to promote overall health and wellness in order to maintain balance between people, the planet, and products. Wielding the power of the earth’s purest ingredients, these rituals and remedies prove the potency of simple formulations without harmful and unnecessary additives. Ayurveda is the OG clean standard.
The Truth About Clean Beauty
As of 2023, nearly one-third of the U.S. beauty market is labeled clean. But despite its growing popularity, there is currently no universal standard for what “clean” actually means. In broad terms, clean beauty means products made without toxic ingredients. Despite the rise of clean beauty brands in the marketplace, the standard has yet to catch up. The FDA’s cosmetic regulations have remained unchanged since their enactment nearly 100 years ago and the beauty industry remains largely unregulated, meaning a label marked “clean” doesn’t have to be accredited.
At Prakti, we challenge the status quo by holding ourselves to the highest standard of clean beauty with full transparency.
What Sets Us Apart
We practice environmentally responsible ingredient sourcing, ethical manufacturing through thoughtful supply chains, sustainable packaging, and formulate with ingredients designed to support the harmony between skin and soul, not disrupt it.
We believe that the ingredients we leave out are just as important as those we use. Our formulations consist of the highest quality ingredients that are more than just effective, they’re ethically responsible. If an ingredient is potentially harmful to people or the planet, it doesn’t have a place at Prakti. All of our products are vegan, cruelty-free, gluten-free and free of parabens, phthalates, PEGs, silicones, sulfates, glycols, mineral oil, added fragrance, and artificial colorants.
We begin with time-tested ingredients from the Ayurvedic pharmacopeia. These pure, powerhouse ingredients are some of nature’s most effective healers— White Snow Mushroom, Turmeric, Oryza Sativa Rice, and Ashwagandha to name a few— have been used for centuries to cure illness and disease and to promote whole-body wellness. Each Ayurvedic ingredient we use is meticulously selected, not just because it’s natural, but for its twofold ability to naturally heal and be improved upon at the formulaic level.
Working with best-in-class labs, we elevate these proven Ayurvedic remedies through the addition of technologically advanced ingredients, actives and processes. The result? Modernized, highly efficacious formulas that harness the power of time-trusted remedies adapted for your modern lifestyle that provide both instant and long-term results. That’s the Prakti Promise.