Yesterday, Prai Beauty, a pioneering “pro-aging” skin care brand, has been acquired by Luxury Brands LLC in partnership with The Dodo Group. The financial terms of the deal, aimed at expanding Prai Beauty’s global reach, were not disclosed.
Founded in 1999 by Cathy Kangas, Prai Beauty initially focused on addressing the skin care needs of women over 50, particularly targeting the neck and décolletage area, which is known to age more quickly than the face. Kangas, who will continue as the brand’s CEO, has long championed a “pro-aging” message, striving to normalize conversations about aging and menopause, rather than stigmatizing them.
The acquisition marks a significant milestone in Prai Beauty’s growth trajectory. Michael Dodo, cofounder and chairman of Luxury Brands LLC, highlighted the brand’s potential for further expansion, especially in direct-to-consumer sales, research and development, and marketing. “We see tremendous potential for expansion across direct-to-consumer, R&D and marketing initiatives to elevate the brand’s presence globally,” he said.
Prai Beauty’s growth has been driven by its Ageless Throat & Décolletage Crème, which became a sensation after launching at Marks & Spencer in 2018, quickly becoming their number-one bestselling beauty product. The brand has expanded its reach globally, with products available in 500 Boots, 200 Marks & Spencer, and 230 Waitrose stores in the U.K., alongside a significant presence in the U.S. through 250 JCPenney locations. Prai Beauty is also gaining traction in other markets, including Canada, Europe, and South Africa. Prai Beauty’s impressive track record, with sales reaching $15 million in 2024.
Luxury Brands, which has a portfolio that includes Youngblood Mineral Cosmetics and FHI Heat, and The Dodo Group, a diversified investment firm specializing in revitalizing legacy businesses, will now help guide Prai Beauty into its next phase of global expansion.
