The Dodo Group and its subsidiary, Luxury Brands LLC, have made a bold move in the beauty industry with their investment in PRAI Beauty, a skincare brand known for its pro-aging formulations. The deal signals an ambitious push for global expansion, particularly through direct-to-consumer channels, TV shopping networks, and traditional retail partnerships.
Cathy Kangas, the founder and CEO of PRAI Beauty, isn’t stepping aside—she’s staying at the helm, steering the brand into its next chapter. “This partnership is a game-changer for PRAI Beauty,” she said, emphasizing the opportunity to scale operations and reach more consumers worldwide.
Michael Dodo, co-founder and chairman of Luxury Brands, echoed the enthusiasm. “PRAI Beauty has carved out a strong position in targeted skincare solutions. We see enormous room for growth, and this investment will accelerate everything from R&D to marketing.”
The acquisition fits neatly into Luxury Brands’ strategy of acquiring and revitalizing established beauty names. The company has already integrated FHI Heat, a leader in professional hair tools, and Youngblood Mineral Cosmetics, a high-performance mineral makeup brand. With PRAI Beauty now in the mix, the portfolio continues to expand with brands that have both heritage and future potential.
Best known for its Ageless Throat & Décolletage Collection, PRAI Beauty has built a reputation on science-backed skincare targeting areas often neglected by traditional beauty brands. The new partnership aims to amplify that success by boosting product innovation, broadening its retail footprint, and refining its brand messaging to capture a larger global audience.
All this comes at a time when the beauty industry is facing major shifts. While some luxury and mass-market brands struggle with declining sales, others are doubling down on strategic alliances to fuel growth. PRAI’s new backers seem to believe the latter approach will win out. Whether they’re right remains to be seen, but one thing’s certain—PRAI Beauty is entering a new era.
