The Pro-Ageing Skincare Brand Worth Having On Your Radar

CREATED IN PARTNERSHIP WITH PRAI BEAUTY

Let’s Start With The Basics, How Did PRAI Beauty Come To Be? 

“I worked in the beauty industry for a number of years and realised it was shutting out women over 40, by targeting younger women with their products and marketing campaigns. It was something that made no sense to me. I wanted to create a beauty brand that spoke to women of all ages and used high-end ingredients at an accessible price point. What also mattered hugely was creating a brand that could give back to animal rescue efforts – this is embedded in our PRAI Beauty DNA.” 

 

In Such A Crowded Market, Why Does The Brand Stand Out?

“We use the very best, intelligent ingredients on the market, and we’ve always been able to keep costs down for our customers. It’s this delicate balance that sets us apart from the crowd. We don’t believe women need to spend £100 on a face cream to see results – it just doesn’t work like that. Providing you use great ingredients, and do your research, accessibility can be achieved. We’re also very pro-ageing, so we use age-appropriate models in all of our communication – something not all brands do. We never use big A-list celebrities or huge advertising campaigns, which means we don’t pass the costs down to our customers. Often, we’re using the hottest and latest ingredients before they become a trend, and we’re very proud of that – our chemists are such an asset to our team.”

  

Speaking Of Ingredients, What Are The Key Ones You Use & Why?

“We regularly use peptides to help support and build collagen, as well as hyaluronic acid and retinol. These are ingredients that are often searched for by our customers, so it makes sense to incorporate their benefits into our range. We also use ceramides which act like building blocks, helping to hold the skin together, while limiting moisture loss, too. The key ingredient in our popular neck cream is Sepilift, which is brilliant at restoring elasticity.” 

 

Your Products Work Well For Mature Skin – Why Is This Age Bracket So Key?

“Our skin drastically changes over time and women will find the skincare they used in their 30s or 40s no longer cuts it as they mature into their 50s and 60s. We know the ageing process has a huge effect on the skin – think loss of collagen, dehydration and accelerated signs of wrinkling – and mature skin overall needs thicker, more hydrating formulas as a result to keep it luminous and plump. It’s for this reason we saw a gap in the market and wanted to create PRAI. Often the first signs of ageing are small fine lines, wrinkles and a dulling of the complexion. This can be from cell turnover slowing down, as well as your skin’s inability to hold moisture as we pass through each decade. Our 24K Gold Collection is essential for all these issues. The products contain real colloidal gold, which not only helps to boost your cells turnover, but it also lends a lovely soft glow to your skin’s surface, while peptides and ceramides plump the skin out to reduce fine lines.”