Prai Beauty changes ownership as it enters 'new era of growth'

Skincare brand Prai Beauty has been acquired by The Dodo Group, in partnership with Luxury Brands LLC.

The deal attempts to position the pro-ageing brand for "rapid expansion", while maintaining its core values of efficacy, innovation and empowerment in skincare.

Founder Cathy Kangas will continue as CEO, ensuring continuity and innovation as it enters a new era of growth.

"With the strategic support of The Dodo Group and Luxury Brands LLC, we are poised for unprecedented global expansion. I look forward to collaborating with Michael Dodo and his team to bring our innovative skincare solutions to more consumers worldwide," said Kangas.

Founded by Kangas in 1999, Prai Beauty believes that a good skincare regime shouldn’t stop at the face.

Its range of products are designed for midlife skin, and are created to lift, smooth and tighten all areas, including the often-forgotten neck, decolletage, arms and hands.

With the new acquisition, The Dodo Group and Luxury Brands LLC reaffirm their commitment to investing in high-growth, consumer-focused beauty brands.

Michael Dodo, co-founder and Chairman of Luxury Brands LLC, said: "Prai Beauty has built an impressive reputation as a leader in targeted skincare solutions.

"We see tremendous potential for expansion across direct-to-consumer, TV shopping, and retail channels. Our investment will focus on accelerating R&D and marketing initiatives to elevate the brand’s presence globally."