Prai Beauty expands partnership with Boots

Prai Beauty is to developing its reach on the UK high street and expanding its offering at 700 Boots stores.

Available from today, customers will be able to purchase Prai Beauty's skincare including its Ageless Throat & Decolletage range, new Ageless Superboost Capsules with Hyaluronic Acid and midlife facial skincare offering.

The expansion is joined by a 360 marketing campaign, fronted by TV personality and model Lisa Snowdon.

Founded in 1999 by Cathy Kangas, Prai Beauty creates targeted skincare solutions for the face, neck, decolletage, arms and hands. Formulated for every skin type, tone and age, the brand's bestsellers include an Ageless Throat & Decolletage Creme and 24K Gold Caviar Wrinkle Repair Serum.

Chelsey Saunders, Head of Skincare at Boots, said: “As a leading beauty retailer on the high street, we know what our customers want.  We’ve seen the unwavering support behind this brand in targeted skincare and are excited to make it more accessible and expand the range into premium facial skincare too.”

Cathy Kangas, CEO & Founder of Prai Beauty, said:“ We are thrilled to be expanding our partnership with Boots. Boots is a major institution in the UK and a leader in its beauty offering on the high street and online. We are excited that the loyal support and sales we have in the UK can now be propelled onto a much bigger Boots platform. Menopausal and older women can often be forgotten by brands, despite their skin needs changing, and we’re delighted Boots recognises there is an opportunity with Prai to help empower women of this age.’