Privai Skincare

A corporate phase

New Frontiers

Over the next fifteen years, Privai's formulas earned a steady following inside the spa industry. As the clean beauty movement saw massive growth in the 2010s and store shelves filled with marketing-led brands, Privai stayed close to its spa-room roots, where formulas had to perform on real skin under professional hands. Estheticians and massage therapists trusted the line because it delivered results their clients could feel.

In 2022, that reputation made Privai an attractive acquisition. The brand was folded into Arch Amenity Group, a national amenities management partner overseeing spa, fitness, and lifestyle programs at hotels, residences, and commercial properties across the country. The fit was clear on paper: a premium spa-grade product line inside a premium amenity portfolio. Privai gained dozens of new accounts through AAG's network and kept growing.

This is not the end

The show must go on!

Three years later, when the conglomerate began preparing for a merger, Privai was deemed an outlier, not closely enough related to the core business, and therefore not closely enough related to the core business. By late 2025, Privai was on the verge of being shut down. However, its loyal core team began looking for a way to keep it operational, knowing that its products would be missed in the spa-grade skincare market.

Botanical skincare, spa-grade and made for every day.

Female led, Employee owned

Today, Privai is independent again, woman-owned, and led by Tiffany Harlan. Tiffany came in to assess the brand on behalf of the corporate group, with a mandate to sell it off or close it. After months reviewing the financials, the formulations, and the brand itself, she decided to trust her instinct and came to a conclusion: the brand, the products, and the people behind them were capable of succeeding, and worth saving. She left her corporate role and took ownership, along with the team members. The operations, production, and education teams who built the trust this brand carries are all still here, and more invested than ever.