Skincare brand PRAI Beauty has announced its launch into Waitrose, following its latest success in M&S, Boots, QVC and Sephora. 

PRAI Beauty has a range of targeted skincare solutions designed for midlife women. The collection is formulated to address tricky to treat areas including the neck, decolletage and upper arms, showcasing highly active, lightweight formulas which are easy to incorporate into everyday skincare routines.  

Annie Toker, Sales & Marketing Brand Consultant at PRAI Beauty, says: “As an independent skincare brand, 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.” 

From November, PRAI Beauty’s Ageless Decolletage Creme, Ageless Throat & Decolletage Serum, Ageless Throat & Decolletage Night Creme and Ageless Upper Arm Creme will be available at Waitrose.