Note: Transcript fully created by automated AI
[00:00:00] Jesse: Hi everyone I’m Jesse Lin
[00:00:13] Angela: And I’m Angela Lin. And welcome back to another episode of, but where are you really? From today? We have a special guest PICA SW up and she holds many different titles and I won’t try to do it justice. So partica, if you want to give your introduction is to who you are for our listeners, as well as how you would answer, but where you really from, um, I will release the floor to you.
[00:00:40] Pritika: Great, thanks. Um, so happy to be on the show and, um, Share a little bit about myself and what I’m doing right now. So I am founder and CEO of prone, beauty. I’m also global ambassador of operations smile. And, um, I’m also a fashion model. And I an I guess I’d answer the question. Like where am I really from?
[00:01:01] Pritika: I would say that I am, you know, I grew up in Virginia, but I’m originally from, uh, LA. No, which is a city in. North India.
[00:01:10] Angela: Cool. Thanks. Um, and we talked off the record earlier, but when we posed the question of like, but where are you really from? You mentioned that because you work in the fashion industry, sometimes other people have different intentions when they ask you that kind of question.
[00:01:28] Angela: So what’s your experience been like in that industry being one of the few Indian American models that are
[00:01:35] Pritika: out. . Yeah, I think that most people would ask me that question because they want to know like, why I look the way I look, you know, where are these features coming from? Am I mixed? A lot of times people think that I have to be mixed and that I can’t just be, you know, solely Indian, which, you know, my, everyone in my family is just Indian
[00:01:54] Pritika: Um, and yeah, I think a lot of it just has to do with the di you know, diversity in the industry and, um, and making sure that they, I guess, each designer kind of. Fills certain boxes when, when it comes to that. And I know it’s changed a lot, but like there was a certain point in time where I was like the only Indian model in New York.
[00:02:13] Pritika: And, um, not saying I was the first Indian model ever, but when, um, in that city, it was just like kind of a surprise to see how there was such a lack of representation. Um, and that struck me, like when I was. Much younger. And when I was looking through the pages of different magazines, but then, you know, more so when I actually moved to New York to pursue my career and so much has changed since then.
[00:02:36] Pritika: And I think it’s really remarkable that people are, you know, opening their minds to understanding just the diversity within each culture as well. So that’s been really exciting for me to not only, you know, be a part of it, but just to kind of see it now that I’ve been, uh, in the industry now for almost eight.
[00:02:54] Angela: that’s
[00:02:54] Jesse: awesome. Uh, you seem to have a very like positive outlook and like intention coming into this question and it is very much of a mixed bag for our guests. Like some of them are like eye roll or some of them are like very outwardly positive about it. What kind of drives your maybe not intention that you’re positive feeling behind an answering that.
[00:03:18] Pritika: Well, I think it’s because I’ve seen all sides of it. I mean, I’ve seen, I’ve seen like, you know, from the very beginning when diversity was just like a trend and I’ve seen it kind of transform into, okay. People actually care about representing the true diversity of this world and, and having their brands, uh, resonate with every single person that may be looking at an ad or at a commercial.
[00:03:42] Pritika: And then now to. , you know, there might be another extreme where it’s like only, you know, African American models or, um, you know, Indian models or like, you know, I think that diversity is such a it’s, it’s such a like targeted subject where people are so afraid to say how they really feel. And I just think that you ha, if you’re gonna be really diverse, you have to be.
[00:04:05] Pritika: Um, to both ends of the spectrum and you have to be positive about it because I think that it’s about, you know, how people are growing and changing and how our society’s growing and changing. And you can’t ever be negative about that because the moment you’re negative about it, I think that that prevents growth and we’re trying to push everyone forward.
[00:04:22] Pritika: We’re trying to, uh, you know, open different people’s minds up. You know, what, what it needs to be. So like, I just think the best way to do that is to remain positive. And, you know, I had had so many like struggles at the very beginning of my career because I was too ethnic looking. I was too dark. I was too, this, I was too that, but like, mm-hmm, , you know, you can’t let that negativity make you feel, uh, insecure about yourself or your position in an industry or your position in this world.
[00:04:49] Pritika: You just have to know like, okay, this is what I’m gonna do. I’m gonna do my very best. And I’m gonna be the best. Like I can be, you know, That’s what you have to do. And so that’s like how I kind of started. And I think that’s because my mom, like, she’s a very positive person. Mm-hmm, , she’s also very much, she’s taught me meditation.
[00:05:06] Pritika: She’s taught me to move through life with intention and all of these things, uh, kind of build up and, and make you realize, like that’s how you just have to be, especially in an industry, like, you know, fashion. I love that.
[00:05:19] Jesse: I love that too. It’s kind of like take me as I am 100% I’m beautiful or that’s on you.
[00:05:25] Jesse: And it’s, it’s a, I, you know what, it’s, it’s such a resonating thing for me because like, I haven’t until very recently been like, I feel full potential power here, like with my life, how I look like my relationships. And so to hear that coming from other people. I like it. Yes. ,
[00:05:41] Pritika: you know, but that’s kind of what happened is like, I feel like when you try to be something that you’re not, and you’re like, okay, I’ve gotta be perfect.
[00:05:48] Pritika: I’ve gotta be super edgy for, you know, this kind of job or I’ve gotta be like, you know, X, Y, or Z for something else then. You lose that like inner confidence. So you just, and, and you realize that it’s not about you. Like at the end of the day, if you’re not, you know, selected for a job or if you’re not gonna end up, I mean, it doesn’t even have to be in fashion.
[00:06:06] Pritika: It can be in like engineering or whatever, whatever you end up doing, you know, if it doesn’t work out, it’s not always about you. It’s, there’s so many other, you know, issues or circumstances that you’re unaware of. And so you just have. Be your best. And really once you do that, like the confidence is gonna shine right through.
[00:06:24] Pritika: And it shows that you’re comfortable with who you are and where you’re going. I
[00:06:31] Angela: feel like everything you just said is like what I’ve been spending years of like intentional self growth, trying to like accept mostly like, especially the idea of like, it’s not about you. It’s like, it’s not personal. It’s.
[00:06:46] Angela: You know, there’s so many things out of your control that are shaping the thing that’s happening right now. And don’t take it personally because that’ll only kind of ruin it for yourself. Um, but it’s really cool to hear you like, so confidently state those things, because it’s, it’s definitely one of my biggest struggles.
[00:07:01] Angela: It’s just like, how do I think outside of myself. In any given situation and just like accept it for what it is. So really cool
[00:07:09] Pritika: to hear you say that. Oh, we, we all struggle with it. Like it took years mm-hmm and I think it’s okay. You know, it’s okay. That it’s a struggle because it’s going to be, yeah.
[00:07:19] Angela: Yeah.
[00:07:19] Angela: So you mentioned meditation and I read that your mom was a, or is still a Yogi. Um, so you were kind of brought up in more kind of spiritual practices and stuff and. One of our previous guests is one of my old roommates, but also, uh, one of the most spiritual people I know, um, CPA. And we had, uh, an episode talking about kind of like Eastern versus Western medicine because she’s a Western trained doctor, but grew up very spiritual and practice IIC.
[00:07:53] Angela: Um, practices as well. So we had like a little bit of an introduction into that, but I read that, you know, procte your beauty line. It was highly inspired by and takes kind of nods from IRI. Can you explain a little bit about like the influences that you had from that respect growing up and how it inspired you to create your beauty line?
[00:08:15] Pritika: Yeah, so, I mean, I think the biggest thing with Eastern versus Western beauty is. Eastern beauty has this like holistic philosophy. So it’s like all about, um, you know, it’s all about the mind, body and soul and that connection and that balance. Um, and I think, well, so this is like something in my family too, cuz my father’s an eye surgeon, so he’s all about Western medicine.
[00:08:38] Pritika: My mom is all about, you know, Eastern medicine and practices. So I kind of got the balance from them. Yeah. Um, yeah, I, yeah, so I think. You know, when I was developing proxy too. I mean, just because of my upbringing and, uh, my mother’s influence and my father’s influence, I think that it was great to be able to.
[00:08:59] Pritika: Craft this like integrated approach to everything. Um, because I always believed in a lot of the Eastern influences and Eastern practices, but a lot of people didn’t and, you know, I definitely used to say, oh, that that can’t possibly be effective or that can’t possibly, uh, you know, work for me, whether it’s like ingesting something or applying, literally taking.
[00:09:20] Pritika: Piece of Alovera like off of my plant. Yeah. And like applying it all over my face, but I mean, it works, it tightens and it brightens and , uh, you know, all of those things. You’re when you’re like a little bit younger, you’re you’re exposed to it. You’re not exactly sure what that’s gonna do, but, um, I think just my upbringing had a lot to do with this sort of hybrid concept that proc is based off of.
[00:09:40] Pritika: And you know, how we made this concept, which is like the cultural richness and spirituality of India with the contemporary energy and technology of the west. And, um, it’s really like who I am too, because like, you know, I’m really comfortable with my American heritage. I’m really comfortable. You know, my Indian culture and it’s never something that I’ve felt like I had to choose between or that, you know, I, I had to kind of like, maybe I maybe had to be one more over the other.
[00:10:07] Pritika: And I think a lot of people have struggled with that. Um, and I think like, as far as like Western philosophies and practices, when it comes to wellness, um, change a lot. And they’re also based off of, uh, I guess you could say like physical appearance, uh, I don’t wanna say it’s all about physical appearance, but it’s much more about physical appearance.
[00:10:28] Pritika: Like, okay, use this cream and you’re gonna get rid of your acne or use this cream and you’re gonna get rid of your discoloration. Like, that’s just not really how Eastern medicine, you know, was built. so that’s like a key difference, I think there.
[00:10:42] Angela: So, um, do proxy products then aim to do something more like long term or like fix or not fix, but like help improve something more foundationally than if it’s not this kind of spot treatment type Western angle.
[00:10:57] Pritika: I mean, so like the thing about proxies also, we wanted to kind of bring Indian beauty to the forefront and I don’t wanna say level up, but a lot of the other, I guess you could say Indian and VEIC brands that are were out there and that are out there are about repackaging, traditional recipes and ingredients, and not really innovating in the space.
[00:11:17] Pritika: And I really wanted to do that with proc. Our instinct, glow exfoliator. It also has that, like, you know, that modern aspect where it’s like, and it does give you that instinct glow, but it’s about like nourishing, like the skin in the soul. So everything, like I said is about the mind body and soul. And it’s like making sure that you address all three of those things and that you can, you know, nourish, like, for example, when you’re using one of our products, it’s like, you’re, you know, you’re excited about the rice to the rice polisher.
[00:11:44] Pritika: You’re taking like a scoop of the. Polisher powder and you’re putting in your hands and you’re rubbing it in. And you see that there’s like this color transformation from this white powder to this like amethyst and that’s exciting. And that’s like, you know, it’s like, it’s making it, um, more enjoyable.
[00:12:00] Pritika: It’s much more enjoyable than like just a chore that you have to like exploit your face and then you rub it. And then you smell this beautiful aroma, which is rose Danino oil and Bevere. And this aroma is just. Comforting and nurturing. And, um, we really wanted these products to be like sensorial experiences.
[00:12:19] Pritika: It’s about like how you’re feeling during the use, like what that’s doing for your mental health as well. And, um, not only just having an instant glow or having plum Dew and glowing skin, like, you know, it’s cuz like we only have two products that right now we just launched our second one and we’re launching a new product every three months.
[00:12:38] Pritika: So cool. Each product has like a completely different experience, but it really is like addressing. I guess addressing beauty holistically. And, um, as far as like long term effects, I mean these things aren’t they’re, I mean, beauty products aren’t meant to be relied on, you know, you shouldn’t rely on them.
[00:12:58] Pritika: They’re supposed to like, like, for example, pretty polished, like you exfoliate, but it’s not like a daily chore. It’s not like a daily cleanser. It’s like something you’re doing extra for yourself because you’re. That’s step to like, do better, you know, and, and take care of yourself. So, um, yeah, I would say like, it’s, it’s about like, you know, two to three times a week, whether that’s exfoliating or, um, you know, doing a mask, but then there’s like the daily activities that you should do, like definitely moisturize every day.
[00:13:25] Pritika: I’m sure you guys know that. Um, and then, yeah, it’s, it’s supposed to make you like, overall like better off long term. So I hope that answers the question.
[00:13:38] Jesse: That’s amazing. Yeah. Like when you’re talking about it, I can see like, you’re really engaged. You’re like lighting up. You’re like really inspired by this work that you’re doing.
[00:13:46] Jesse: So maybe a good question here is like, what, where does that inspiration come from? Because I know that a lot of us on the daily, you’re doing your grind, you’re doing your job and it can be really easy to lose sight of like what it is that. Wanted to do like what your end goal is. So what are the things that keep you kind of inspired on the daily so that you can keep, uh, pushing forward and coming out with new ideas and new products and stuff like.
[00:14:12] Pritika: Yeah. I mean, I think I get inspiration from so many different areas of my life. Um, I think it starts also with inspiring yourself. Like you have to be motivated, you have to be dedicated. Um, I mean my greater goals, all. obviously to inspire women. Like I want my beauty products to make people feel good. I want them to go like people to go on our website and be excited about their life, about what they’re doing and giving them that extra motivation and that extra push.
[00:14:41] Pritika: I think my family really inspires me too. Um, my family here in the us, my family in India, um, because like, I mean, I grew up, I grew up in a family, like, obviously I’m sure you guys know how Indian parents are, how. How, um, you know, just different types of parents are sure. In our cultures and, um, yeah, they definitely pushed me a lot when I was growing up.
[00:15:04] Pritika: Uh, it wasn’t just about like being that straight a student, but it was like, it was like pushing me in every area of my life. Um, I also got involved with the operation smile, um, when I was in like eighth grade and it was about volunteering and finding ways to give back and like, you know, just kind of building this well rounded, uh, area of interest and.
[00:15:24] Pritika: So anyways, they inspire me a lot too, because whenever I’m feeling super overwhelmed, as you know, I do a lot. Between all of my different involvements, I’ll just like, give my mom a call or I’ll give my dad a call. And, um, like my dad is very, very hard working. He is an eye surgeon. He, you know, goes and travels to different offices every day.
[00:15:43] Pritika: And you know, he gets it before in the morning and drives three hours to go to his office to work and then he’ll drive to another office and it’s, it’s. Interesting growing up with a father like that, because it’s like anything I ever do, you know, it’s not as difficult oh, no, it’s not as difficult as waking up at four in the morning and driving three hours in complete like pitch black.
[00:16:05] Pritika: Like it’s just, yeah. So there’s that. And then also just, I mean, I literally will get a DM from someone that is using pretty polished right now, which is our, um, instant glow exfoliator. And they’ll tell me how much they love it. And like, That type of feedback. And I mean, it’s just so exciting. Like I can ride off of that for a week.
[00:16:26] Pritika: like, it’ll just, it’ll be like one comment. And I get so excited because I, I feel like, you know, what we’re doing is really making a difference. And I guess that goes, um, to, and it translates to other areas of my life too. Like even like with operation smile and, um, even like, In the fashion industry and like what I’ve done, um, with my career there, I just think that it’s like, when you realize that you’re like actually, you know, making some kind of difference, whether it’s big or it’s small, or if you’re impacting anyone else’s life in a meaningful way, um, it just kind of drives you forward.
[00:16:58] Pritika: And I guess I really got my first taste of that. Um, you know, when I first started working with operation smile too, like that was literally how I understood, um, you know, what fuels my fire.
[00:17:11] Angela: Awesome. There are so many angles that we could go down now based on everything that you just said, I wanna bookmark operation smile.
[00:17:19] Angela: Cause we definitely wanna talk about that. But you mentioned getting like this positive feedback and like how knowing that you’re making a difference is what like helps drive you forward. Um, I think we can definitely, uh, like that resonates with us for sure, because that’s why we do this podcast as well, is like when we.
[00:17:38] Angela: Random comments and DMS from people saying, you know, thank you for voicing stories that we don’t usually hear. So I love that with everything that you do, it sounds like from both like your involvement in the fashion industry, and you’re creating this brand, it is about like, if you didn’t necessarily see that.
[00:17:59] Angela: People who looked like you or people who kind of represented the things that you cared about when you were growing up, you are now kind of embodying that for a lot more people. Um, and so I’m curious because you do have legs in both fields right now of like you are in the fashion industry as model, but you also are an entrepreneur with this beauty brand.
[00:18:19] Angela: Um, Are you like, is there one ver versus the other that you’re getting, like more people kind of reaching out to you and saying, you know, getting inspired by your role in either one? Or is it like equally you’re you have like young girls reaching out to you about the model side and also just like users of the products on
[00:18:39] Pritika: the other side?
[00:18:41] Pritika: Um, that’s a good question. I, I feel like it’s, it depends. I think sometimes it’ll be more about product. Sometimes it’ll be more. Um, you know what I’ve done in the industry? I think a lot, like, there’ll be moments, like, for example, the probable Guran campaign, I had so many people reach out to me about the fact that I was the face.
[00:18:59] Pritika: I mean a man, the face of his bridal collection, because people just hadn’t seen like an Indian woman in, you know, in different like bridal, you know, dresses. Like they had just never seen that. And I guess that didn’t strike me until. after I know after we did this shoot, um, I just think it depends.
[00:19:20] Pritika: Sometimes it’ll be more about like property or it’ll be more about something I do. Um, you know, with my career in modeling, I think for so long, it was all about, you know, oh, I’m just so happy to see someone who looks like me, uh, you know, representing, you know, our culture representing like, you know, someone like, I guess like me, like that was basically, I.
[00:19:43] Pritika: For a majority of my career, like that was basically like the feedback I would get. And I felt like really good about that because I didn’t really have someone like that when I was growing up. And I was just, I mean, I’m, I was from like, you know, middle of nowhere, Virginia, and, you know, obviously I didn’t think that modeling was something I, I would be able to do.
[00:20:01] Pritika: And, uh, you know, here I am now, but I just think. That’s really special. And it’s so nice that now people can see me and other people, um, you know, in a commercial or on a billboard and think like, okay, wow. Like anything’s possible. I feel like, you know, I could do that. Cause I definitely did not feel like I could do that.
[00:20:23] Pritika: yeah. Nice. And I think with proc, um, people are very excited about it. Not only for the diversity, I mean, because of the diversity aspect, like of the brand and how we’re bringing Indian beauty to the forefront of the beauty industry, um, people are just excited that I’ve actually taken that step that I’ve taken that step, you know, to being an entrepreneur.
[00:20:47] Pritika: And, uh, I think a lot of people sometimes just want to get inspired, you know, get inspired by someone else’s fire. You know, by the fact that someone else is starting a beauty company or, you know, traveling the world and going, you know, for different shoots or going for different missions. I think. People, you know, they don’t, they don’t look at a life like mine and, and, uh, think like, oh, well, you know, someone’s doing that.
[00:21:12] Pritika: And they’re, they’re not discouraged by it. Like that can’t be me. Like, they’re like excited and they’re like, okay, that can be me. Yeah. And, and I guess the point is like always, always being a role model for other people and just, you know, holding yourself to those standards that people may not wanna hold themselves too, but you have to, because people do look at what you’re doing and you want them to.
[00:21:32] Pritika: Uh, positive emotions, you
[00:21:34] Jesse: know? Well, I guess speaking of beauty, if we don’t mind, we can dive maybe a little bit further into it. Um, what’s your opinion on where things stand for? How people think of, um, beauty and people, minorities in the fashion industry. Um, Holistically. And maybe I can, I I’m really bad at like shorting my explanation.
[00:21:56] Jesse: So I’ll try to explain what it is. So like, I feel like for the majority of people, let’s just say the Caucasian majority, the whole idea of being represented is very saturated now to the point where the ideal picture of beauty has shifted, like over the past couple of years, I’ve seen these things like norm core.
[00:22:16] Jesse: Dad bod. It’s like not, it’s not your traditional like view of beauty. And, and I love it because it’s a huge, uh, wide gamut of things that people can really look at and feel connected to mm-hmm . But I don’t necessarily see that for minorities in the fashion community or different trends, featuring minority people that are not like you are very like exceptionally lovely looking people.
[00:22:40] Jesse: So I wanted to hear from you. Since you have been in the industry, what your opinion of that is. And like, if you feel like that’s shifting,
[00:22:48] Pritika: so are we okay? I just wanna clarify what we’re talking about. Yes. So are we talking about like diversity within the diff the different, uh, I guess ways that ethnic people are represented?
[00:22:59] Pritika: Yes. So for example, like you’ll have maybe a plus size model. Yes. You’ll have someone that has discolored skin. Okay. Yes, exactly. Okay. Yeah. So I think there’s a long way to go. . I, I, I think everyone would, would agree with me on that, on that, uh, topic. Mm-hmm um, I think that we’ve come a long way as far as representing different, for example, India, you know, people look so different in India from the south to the north and, you know, the Northeast is like the unknown, like a lot of people ha are so mixed up there and it’s so beautiful.
[00:23:32] Pritika: Um, but I think like, so that was kind of one step is like, you know, understanding the diversity within each, you know, country and within, within each culture. And then, um, I think, I mean, I’m just speaking about right now, like the New York market, I could speak very differently about the Indian market. Sure.
[00:23:48] Pritika: Or there’s so many global markets and they’re all, they all look at, uh, diversity in such a different way. And you know, I just did this trip to Paris Milan and then London and it just, every single market is so, so different. Um, so just speaking about the New York market, I think that, um, maybe we haven’t touched on.
[00:24:09] Pritika: Diversity in that manner. So talking about like more like plus size discolored, you know, discoloration, um, even like just different features that you can have. I think it’s getting to that point and people are open to it. So I would say people are very open to it and they’re excited about individuals that come to the table with something completely different something very interesting.
[00:24:33] Pritika: And I think it’s much more about who you are now. Uh, before and they didn’t care who you were, they didn’t care about your name. They didn’t care who you were, what you liked. They didn’t even know, want to hear you talk. It was just like, I mean, I, I had agents tell me, like, don’t talk. Wow. Like don’t, don’t talk at castings.
[00:24:48] Pritika: You’re way too, you know, you’re way too polite. You’re way too, uh, polished or, um, you know, green, like I would talk a lot because I’m, you know, I’m a happy person and, um,
[00:25:00] Angela: be less happy. Oh my
[00:25:01] Pritika: God please. Yeah. I mean, it was really like that. Like you, you know, you’re not cool. Like basically, like they, they wouldn’t say I wasn’t cool, but it was.
[00:25:10] Pritika: Almost implying, like I wasn’t cool. So like, I should just kind of let my look, do its thing and just not wow. Talk, but, uh, people are super open and excited about everything that makes everyone different now, which is really cool. I think that was, uh, that was something that started happening, I think, in the last year.
[00:25:32] Pritika: So. It may not really be out there yet when it comes to the different ethnicities that are being represented now in fashion, it may not be like out there, out there, but it’s happening and people are excited about it and ready for it. So I think it’s a step in the right direction, but it’s not quite there.
[00:25:48] Pritika: And I think there’s always room for growth. So just like we, you know, if you’re talking about just the Caucasian pool, uh, there has been a lot of, I guess, progress. On that front. And, um, I think that’s coming very soon.
[00:26:07] Angela: Hey, everyone, we love doing this podcast and if you enjoy our episodes, we would really appreciate if you could support us in any number of ways.
[00:26:17] Angela: First is by subscribing to us, rating us and reviewing us on apple podcasts and iTunes. Second is by telling a friend third is following us on Instagram at where are you from pod. Fourth is supporting us on Mia coffee. You can find out more about all of these by visiting our Instagram’s Lincoln bio. And again, our handle is at where are you from pod?
[00:26:42] Angela: Thank you. A totally different topic, but kind of some parallels here is we were just talking about squid game the other day because of kind of the hopefulness that having more like multicultural, multilingual content out there has
[00:26:58] Jesse: more. Have you watched it though?
[00:27:00] Pritika: Cuz we don’t wanna spoil. I watched it.
[00:27:02] Angela: Okay. Yeah. I’m not gonna, I’m not gonna to. Okay. I already did.
[00:27:04] Pritika: I lost it. like in one night I watched it in one night. Oh my God. The whole season. Did you just have nightmares all night? um, I don’t think I had nightmares I, I wasn’t like, so is it weird that I wasn’t so deeply disturbed the first episode disturbed me and then I was like, okay, now I know what I’m in it.
[00:27:22] Pritika: Like I’m in this for, and like, I know what is gonna happen. And I think, I didn’t know that it was gonna be so violent. Yeah. Yeah, yeah, yeah. Yeah. I wasn’t expecting that. I don’t think
[00:27:33] Angela: any of us were, but yes, as someone who watched a lot of what I deem fucked up shit, I also wasn’t as disturbed as I think most people, but anyways, so not talking about flat, we were talking about, um, just the fact that like a, you know, foreign content is now being so globalized.
[00:27:51] Angela: Thanks to things like Netflix. We were speculating on the hopefulness of. Being more normal for like a predominantly English speaking audience to now want to consume different content from all different language based, you know, producing companies. So, um, when we were talking about that, I think we also were more realistic as well.
[00:28:13] Angela: Um, which is like, you know, baby steps, right? Like it’s headed in the right direction, but it’s gonna take some time, but we’re seeing some progress here and. You know, we gotta just like celebrate the baby steps because they’re, they’ll keep piling on. So I bring it up because I’m seeing parallels with what you just said of like, you know, our time is not yet there from a total diversity standpoint of all different shape sizes, like representations, but it sounds like it is coming.
[00:28:43] Angela: It’s just a matter of time.
[00:28:45] Pritika: Yeah. I, I would agree with that. I. . I mean, I can’t believe like squid game was like, I mean, EV everyone was talking mm-hmm and they, they still are talking about it, but when it just like hit Netflix and the fact that it’s like, not even in English mm-hmm and everyone was like hooked onto it.
[00:29:00] Pritika: I thought that was really exciting. And I think also people are like, for example, like I did so much research, um, You know, talk about the Indian market, just about, um, the different like Asian markets when I was, uh, first developing the company and. Thinking about the west and thinking about the Western, like the typical Western individual, they just are so much more open and excited about different cultures and learning about, uh, whether that’s like food or, um, just the way someone gets married, you know, like all the shows, the match, making sure.
[00:29:37] Pritika: Oh yeah. Weddings and all of that. That’s like all on Netflix. I think people are so much more open and excited and comfortable and, um, You know, and it, and it’s not as, uh, it’s not as, I guess I don’t wanna say scary, but it’s not as scary to them. You know, it’s not as scary, like the unknown, um, which is really cool.
[00:29:56] Pritika: So I think, you know, to, to what you were saying, like, we’re gonna see a lot more of that and I think there’s gonna be some great shows, like coming out of India, coming out of different parts of Asia, even like Europe. I just think that it’s, it’s very exciting. Um, the people are, I guess this openness is now like contagious yeah.
[00:30:14] Pritika: Across America, across like the UK. And, um, I mean, I think it’s, it’s always, it’s always been like slowly inching forward, but, uh, I think now, like squid games just really like showed us that.
[00:30:27] Angela: And we were talking about like with squid game, but also with like K-pop and K drama really, really exploding in the last few years.
[00:30:35] Angela: Right. Like how. It is opening the floodgate for like, you know, acceptance and interest in just like global content in general. Um, I’m curious if you, when you were, you know, doing your research for starting procte and you mentioned that the Indian beauty space is less developed. I’m wondering if K beauty had any, like how deeply you looked into that.
[00:30:58] Angela: If. Had any inspiration for you or like takeaways that you integrated? Just because obviously that like completely is like its own thing, that it has exploded to a different degree in the last, you know, five, 10 years. So how much was that part of like, you know, your research and anything that you thought about putting into pro property?
[00:31:18] Angela: If any?
[00:31:20] Pritika: Yeah, I mean, it definitely was something I came across K beauty, J beauty, like, I mean, I. Yeah. I just think that when I was looking at Indian beauty, I was like, well, why has an Indian beauty developed to that scale where Indian beauty can resonate with like the Western consumer what’s, you know, what’s that disconnect and, you know, with K beauty and J beauty, I wasn’t super familiar, um, with either of those types of beauty.
[00:31:44] Pritika: I mean, I obviously. I have a good understanding of beauty because of my career, but I just, you know, I didn’t know everything about every product and how it made that, how these beauty products and these beauty practices kind of made that jump in that transition. Um, and when I was looking at pro I was like, you know, why hasn’t there been an Indian inspired beauty brand to reach global scale?
[00:32:05] Pritika: Like, where is that disconnect? Like what, what, what hurdle do we need to jump through? Just like, you know, these different KBD companies and JB companies had to do in the past. Like what did, what do we have to do? Um, and I think the biggest thing is accessibility. It’s making sure that, you know, the brand is access accessible.
[00:32:27] Pritika: Something like Iveta, uh, has been around for a long, long time. Thousands of years. Yeah. But it’s just, it’s the way that you message and the. to be relatable and it sounds really simple, but I think that Indian beauty and Iveta, you know, up till, I guess the last year. It wasn’t really so relatable and understandable and accessible.
[00:32:52] Pritika: Um, I really wanted proc, um, from the very beginning to be accessible in every way, like price points, but also with how we communicate with our audience and how we bring Indian beauty into like, I guess today, like into like, I guess you could say the modern world and not to say that Indian beauty is in modern, but it just didn’t really T.
[00:33:16] Pritika: It didn’t necessarily translate, um, for like the modern woman. So it’s, I kind of looked at it from a different perspective where like I knew Indian beauty deserved, uh, a seat at the table, as they say, just like, Hey beauty and Jay beauty. Um, and French beauty. I mean, it goes on. Yeah. But I knew that that was where Indian beauty needed to be, but that’s why I approached it with this hybrid concept, which is kind of derived, uh, from my own hybrid.
[00:33:43] Pritika: Actually, what was interesting is at the time, I didn’t realize that this like hybrid concept was going to be so important because I mean, I knew that it hadn’t been done before, but I guess the more and more I built the brand and the products and the packaging and the philosophy and all that stuff, I realized that.
[00:34:02] Pritika: It’s actually a reflection of who we are today because we’re hybrids of different cultures and heritage, and, you know, we’re so multidimensional, we have different interests and passions and goals. And so, uh, that’s really been exciting for me because that wasn’t the, like from that wasn’t the intention from the very, very beginning.
[00:34:21] Pritika: But the fact that it’s resonated with so many different types of people, because like pro beauty, isn’t like just, it’s not a brand for Indian people. It’s a brand. Everyone. Yeah. And so when I talk about diversity, I talk about diversity across the board. And I think that people can go very much like, okay, well, this brand is only for, you know, darker skin tones, brown, you know, black, et cetera, but that’s not, that’s not true diversity.
[00:34:46] Pritika: Um, and if we’re gonna move forward, we’ve gotta do it the right way, which is, you know, completely inclusive.
[00:34:55] Angela: I do wonder what that you talk about, like the hurdles that K beauty, J beauty, all these other beauties had to overcome to reach the mainstream audience. And you also just talked about like people kind of making assumptions of if a product is only for certain skin type skin tones.
[00:35:11] Angela: I’m curious, but you probably, I don’t know if you know this answer either. I’m just kind of talking out loud, but the K beauty thing, because it really just. Really exploded. I wonder when that initial leap went from people being like, oh, this is for Asian people to like, you know, everyone and their mom, just slapping on a beauty mask from, from some Korean brand.
[00:35:32] Angela: I don’t know when that happened. And like what that shift must have been.
[00:35:36] Pritika: I think it took much longer than people think. Yeah. That it. Uh, I think it was a slow progression, but then it hit a certain point and then it was just like, that was it. Mm. You know, within two years everyone knew about K beauty. Um, yeah.
[00:35:49] Pritika: It takes a lot longer to happen. Yeah. I think with Indian beauty, it’s actually happening pretty quickly, which is exciting. I predicted this a couple years ago, but you know, right now, like Iveta beauty is like the next hot, like hottest beauty. Um, that’s you. I guess out there. And, uh, I, I originally thought about this like four years ago, but then, you know, we started the company a couple years ago.
[00:36:15] Pritika: Um, you know, a little over two years ago, I think. Yeah. It, it doesn’t just happen overnight. Um, I think that it took, it took like years and I just think. People became more open to it. Mm-hmm and it’s just like, kind of also a reflection of where we are, like where our mindset, where every mindset is. Like, are you gonna be excited about trying something completely out of your comfort zone of completely different than what you’re used to?
[00:36:44] Pritika: Um, because it’s also like trust, there has to be a lot of trust with a company with your beauty products, whatever you’re using, whether it’s beauty or it’s like the clothes you’re wearing. Um, I think that trust took a little while to build up too. And then once more and more people started using different K beauty products, it just kind of spread like wildfire.
[00:37:06] Pritika: So yeah, it, it doesn’t just happen. And I think trust is a big thing. And I think with Indian beauty too, a lot of it, you know, a lot of it’s homemade, handmade, you know, there are certain things, especially like when I was doing research in India, you can’t, uh, like for the Western consumer, like they didn’t, they didn’t exactly trust products made in India.
[00:37:28] Pritika: Um, because at times there are now actually there are certain like types of certifications and, uh, You know, protocols, you have to follow, but that wasn’t always the case. Mm-hmm . And even people in India are becoming so much more conscious and aware of what they’re putting in their bodies and what they’re using on their face.
[00:37:46] Pritika: And that’s kind of a, that’s like a new trend over there too. It’s not, it hasn’t always been like that. I mean, you know, for years there were like bleaching creams in yes. Or bleaching, like, uh, yeah. Agents in like moisturizers and it’s like a moisturizer, you know, not everyone wants. Do that to themselves, but yeah, uh, I think there was a lack of trust at some point with certain in certain areas.
[00:38:11] Pritika: I don’t, I don’t know for sure in J beauty and K beauty, but I definitely know in I beauty there was that initial lack of trust, you know, with products being made in India and also with handmade, um, with handmade recipes, it can go kind of one way or the other, you know, you have to really know how to make the recipe.
[00:38:29] Pritika: Right. Mm-hmm and you can. More is not better, I guess, in a lot of these in a lot of these recipes. Um, so yeah, I think it just, it’s different for every type of beauty too, because obviously there’s such a, a deep culture and history associated with J beauty and K beauty and I beauty and it’s about honoring and respecting that, but then kind of translating it for a different audience and kind of.
[00:38:55] Pritika: I guess you could say, like I said, making it more accessible.
[00:38:58] Angela: Well, okay. You talked about building trust. Let’s totally switch gears and go towards, uh, an organization that has a lot of trust and that you have a deep relationship with you’re. The actual, the reason that we were talking is because I think it was the team with operation smile that reached out to us about potentially speaking with you.
[00:39:18] Angela: So. You mentioned that you started kind of working with them as a volunteer early on. What was, what’s the reason why you have such a strong affinity with this specific nonprofit? Cuz there are so many out there, right? So many different potential causes that you could advocate for. What is the reason why you chose this one and why it stuck with you for so
[00:39:38] Pritika: long?
[00:39:40] Pritika: Well, I started with them when I was in eighth grade. So excuse me. So I, I mean, I. Saw this video. So I don’t know if you’ve seen their videos, but so it’s like a 32nd video where it talks about just the work that they do and the children’s lives that they touch and the different countries they go to. And like, when you don’t know anything about an organization and you watch this video, like every single time I watch one of the videos, um, from our mission trips, like I’m literally in tears and it’s just so it like hits you, it hits you in such a way cuz you see these children and, and how they’re so grateful and excited and you know, for.
[00:40:18] Pritika: To be alive, but then they go get a surgery, a 45 minute surgery that literally changes their life and allows them to be who they are and their, you know, show their personality. And, um, so I just watched one of those videos when I was like in eighth grade and I joined happy club, which is the student club at north academy.
[00:40:37] Pritika: And, you know, operation small was founded in my hometown. So, and also at north academy that we had the first like student club and, um, You know, at that time, you don’t really think that you can do so much to help out and contribute to, um, you know, a cause like that. But I would like, you know, package the supplies in the back and open their mail.
[00:40:58] Pritika: And like, you know, I’ve been with the organization since like our office in Norfolk, Virginia, which was like, you know, much smaller than where, where we are now. And like, I’m sure, I don’t know if you guys have been to headquarters now, but it’s beautiful. And it’s like to see how the organization has grown and how I’ve grown with it.
[00:41:12] Pritika: And. it’s so wonderful. Um, but you know, the, the cause always resonated with me. And, um, from that very first video and from hearing about the different experiences and reading about like the work that operation smile does, um, I just knew that I wanted to be a part of it. Um, I didn’t, uh, I didn’t really know.
[00:41:35] Pritika: what it was gonna be like to be like on a mission and to experience it cuz when you’re there and you’re talking to the different families and you’re talking to the different patients and on my first mission mission, I was, um, an ambassador, but I also was working as a U voice. And so it was my responsibility to talk to the different families and the different patients and just get an understanding of where.
[00:41:56] Pritika: From what, what they had to do to, you know, find out about operation, smile, what they had to do to get to the mission site. And, you know, there’s, there’s such amazing stories. Um, every mission that I’ve been on, I, I come back and I’m like, oh my God, it just it’s. It’s truly incredible. Um, because we not only, you know, perform like this 45 minute surgery, but it’s like before care, after care, it’s like teaching people how to take care of themselves, whether that’s like, you know, personal hygiene, whether that’s, you know, period care, there’s just so many different areas that we cover that I actually wasn’t aware of from that first, I guess, from that first, um, year that I was involved.
[00:42:38] Pritika: Um, with the organization through happy club, but like over time, like, you know, as each organization builds and, um, tries to encompass more and more areas of, you know, help. So for us, it was like, it was all about like collect conditions. And then, you know, as, as you progress, it’s more about providing safe surgical care.
[00:42:56] Pritika: And that was really exciting too, because I’ve seen. You know, I’ve seen doctors, so I’ve seen doctors like, you know, do a rhinoplasty, like on top of like on top of a cl surgery. And it’s, it’s just so exciting because one thing that I think we take for granted here is, um, you know, access to safe surgical care and yeah, they care medical care, like in general that we need.
[00:43:18] Pritika: Um, which is something that, you know, I come from a family of doctors. So. Like, I’m just, I feel very fortunate, but I think that we’re all really fortunate here because that just doesn’t really exist, um, in a lot of places outside of the us. So, um, I was, I’m, I’ve been really fortunate to like see that, you know, in the different countries that I’ve traveled to in India and Mozambique and, you know, South Africa.
[00:43:41] Pritika: Um, but yeah, it’s just, it continues to build for me, like, like just like pro I could talk about operations, smile for. You know all day. Um,
[00:43:50] Angela: and I think I read somewhere that you also have kind of plans or ambitions for kind of melding your two loves together in some way, right. Operation smile. And procte in the
[00:44:01] Pritika: future.
[00:44:02] Pritika: Yeah. Oh yeah. So op, so we are, so I’m a global ambassador for the organization, but profi is a brand ambassador for the organization. So we are focused on, I mean, as you know, we have a couple give back programs to India, um, and in general, but operation smile just seemed like the natural partner. Um, for us, not only cuz of my involvement, but just because I’ve also been on the ground there and ride poor and I’ve seen, you know, how we plan to expand.
[00:44:31] Pritika: And it’s just, it’s very exciting to partner with operation smile at, at this next stage. So, um, where it’s not just not just, you know, my personal. Involvement and support, but now it’s like at that brand level, and I really hope to grow and expand, um, with the organization. And, you know, I think that it’s all, it’s really all, um, about growing together.
[00:44:54] Pritika: Like, so for me, like, I feel like I’ve grown up with operations. Well, because like operations, small actually gives like students like a platform and a voice. And, um, you know, when you don’t think you can do a lot at that level, but you are able to kind. Kind of, kind of like, I guess you could say build that part of yourself where I don’t really think a lot of organizations do that at like a young age, like in middle school and high school.
[00:45:20] Pritika: So from that level, like I felt like I grew a lot. Um, and now with proc, um, you know, we’ll, they’ll both grow together
[00:45:27] Jesse: too. So this sounds like a good point to transition over to our close, uh, because the questions are related, so, oh my God. Sorry. um, so if you don’t have anything else, uh, we can move forward into the fortune cookie part of.
[00:45:40] Jesse: Part of our pod, because we always like to end on a sweet treat. So our question for you kind of a continuation of the discussion is what are your hopes for PR and, and, uh, what Asian or Indian beauty will look like in the future?
[00:45:57] Pritika: Oh, that’s a good question. so my hope for proc or my hopes for proc, um, are still.
[00:46:06] Pritika: like, I guess you could say they’re still, um, in progress. I think they change every like every week. So that’s a tough question for me to answer. Uh, I think for Asian, Indian beauty, I think that obviously I want pro B to bring Indian beauty to the forefront. And I also like have that representation, not only for, um, D like people, Asian people.
[00:46:31] Pritika: I think that also in the product market, it’s important to have like our rituals and our practices and our ingredients, um, and everything we’re familiar with that needs still. So be out there and needs to be accessible. So I’m really hoping that profi is the beauty brand that does that. And you know, we’re well on our way.
[00:46:50] Pritika: So I think as far as my hopes for broccoli, I just. Like I said to inspire women to fearlessly go about their lives and really, you know, take advantage of every opportunity and really feel confident and comfortable in who they are. Um, and, you know, go that extra mile where it’s like, you can be multidimensional and, you know, you’re the one that determines where you’re going to be.
[00:47:15] Pritika: So I think profi has been built, um, to really show women. that that’s, um, exactly what the focus is. So I would say like, that’s my biggest hope for pro and I think, you know, we’re also like, well on our way there. Um, but you all know, and I’ve spoken about this in so many different interviews too. Like one of the main goals is to really bring that representation to the forefront.
[00:47:40] Pritika: And, um, I’m really excited with what we’ve, you know, accomplished in just a little over two. so we’ll see where we are, um, in the next year or two.
[00:47:53] Angela: Lovely. Awesome. Well, speaking of helping you reach that ambition, um, now is your chance, please let our listeners know, like where can they find proc? What’s the best way for them to keep up with the new products that are gonna come out or where can they find them?
[00:48:10] Angela: Like everything you wanna convey, go for it.
[00:48:15] Pritika: Yeah. So we have our website proxy, beauty.com and our Instagram proxy beauty. So we’ll be dropping new products and new bundles and sets. Um, I mean, pretty regularly every three months. So we just launched our Maha mask, which is a fabulous Pam moisture treatment.
[00:48:33] Pritika: So go check it out and, um, yeah, just keep up with us on Instagram and subscribe on our. Yay.
[00:48:42] Angela: Okay. Well, listeners, if you enjoy this episode, if you have questions about what we’ve discussed, Indian beauty proc Pica’s career, write us in at tell us where you’re from@gmail.com. Um, and we will try to get you some answers and then until then come back next week, because we always have a fresh new episode for you every Friday.