Prai Beauty Joins Luxury Brands and The Dodo Group for Global Expansion

Prai Beauty has been acquired by Luxury Brands in partnership with The Dodo Group, expanding its reach in the global market.

Prai Beauty has been acquired by Luxury Brands LLC in collaboration with The Dodo Group, aiming to enhance its international presence. Founded in 1999 by Cathy Kangas, the brand focuses on skincare for women over 50, addressing specific needs such as ageing of the neck and décolletage. Kangas, who will continue as CEO, has worked to normalise the conversation around ageing, promoting a ‘pro-ageing’ approach.

The acquisition will enable Prai Beauty to expand its direct-to-consumer marketing and sales initiatives, leveraging the expertise of its new partners. Michael Dodo, co-founder of Luxury Brands, highlighted the brand’s growth potential, which has already seen success in the UK, where its products are sold in over 900 stores.

Prai Beauty has also been recognised for its commitment to sustainability, being a certified cruelty-free brand and dedicating a portion of its sales to animal welfare projects. With a growing base of younger consumers affected by ‘tech neck’, the brand is well-positioned to innovate and capture new markets in the future.