PRAI Beauty extends partnership with Boots and adds two midlife skincare collections

As a brand developed for women 40+, PRAI Beauty is on a quest to redefine midlife skincare and broaden its reach on the UK high street. Currently a bestseller in targeted skincare and renowned as the ‘Neckxperts’ with an affordable, cult, bestselling range of neck care, the brand is boldly extending its midlife skincare offering by expanding its partnership with Boots this summer. 

Hitting the high street in a major way, from 1st August, Boots will deepen distribution of this much-loved brand, becoming available in 700 stores nationwide, with new refreshed top shelf positioning and education in premium skincare, as well as its latest innovation at 

This major expansion is coupled with launching PRAI’s much-awaited midlife facial skincare offering into Boots; the Gold Wrinkle Repair range, as well as the Platinum Firm & Lift range created specifically for post-menopausal skin. These two new ranges will join the already successful neck care line up.

Chelsey Saunders, Head of Skincare at Boots, says: “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, says: “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 recognizes there is an opportunity with PRAI to help empower women of this age.”

The PRAI Beauty range at Boots will stock the brand’s entire bestselling Ageless Throat & Decolletage range, plus their latest launch, new Ageless Superboost Capsules with Hyaluronic Acid for neck and face, targeted skincare including its Ageless Upper Arm Creme (already a high street best seller) as well as facial skincare for midlife skin. PRAI will officially launch in-store and online from 1st August with a 360 marketing campaign behind the expansion, fronted by TV personality, model and menopause campaigner, Lisa Snowdon.