Prai Beauty lands at Waitrose in first supermarket launch

Prai Beauty has selected Waitrose as its first supermarket partner as the brand continues to strengthen its retail presence in the UK.

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

The brand's launch at Waitrose introduces its Ageless Throat & Decolletage Creme, Ageless Throat & Decolletage Serum, Ageless Throat & Decolletage Night Creme, and Ageless Upper Arm Creme to a supermarket environment for the first time.

The move follows the brand's success in the UK market through other retailers such as Marks & Spencer, Boots, QVC and Sephora, as well as double digit growth on its DTC channels.

Annie Toker, Sales & Marketing Brand Consultant at Prai Beauty, said: "This move into Waitrose is a turning point for Prai Beauty. It is the first grocer the brand has launched into and the Waitrose customer demographic is spot on for Prai's product offering.

"We’ve demonstrated ongoing growth and success behind Prai Beauty's hero products and the brand is ready to take this next step as part of our omnichannel strategy."

Nicki Baggot, Skincare & Suncare Buyer at Waitrose, added: "By stocking Prai Beauty’s hero bestsellers, we’re bringing a brand our consumers will know and trust onto the shelves at Waitrose.

"We’re excited by this new partnership and believe our customers will love what it has to offer."