The Brand

In 2018, Founder Bec Conforti launched Prae, a boutique retail store offering luxurious, coveted essentials within the active, beauty, wellness and lifestyle space. The brand has since grown into a go-to online wellness destination with a loyal following Australia wide.


The Founder

Bec's personal experience with chemical sensitivity inspired an interest in natural, organic products, and a holistic approach to health. Fusing her newfound passion with her love of fashion and design, and her desire to educate and inform others, is what influenced Bec to create Prae. 

Today Bec is focused on solidifying Prae as Australia’s go-to online wellness platform, and inspiring and encouraging her community through the latest products, and engaging and inspiring content, such as podcasts, interviews, and more.



Working with brands that share our love and passion for sustainability is one of the core foundations of Prae. Each product within our brand offers a sustainable touch point, whether it’s the packaging, the ingredients or the process. You can rest easy knowing that your Prae purchase is not only good for the planet, but good for you too. If you’re shopping with us online, your order will be packaged using only recyclable elements, including a compostable satchel, and paper wrapping and tape.


Designed for the elevated, modern woman who leads a healthy, balanced lifestyle, Prae is more than just a brand, it’s a community. Through carefully curated products, inspiring content and collaborations, and professional, yet down-to-earth service, we strive to educate and inform in a considered and relatable way. Whether you’re shopping online or in store, Prae feels like home...


First and foremost we aim to educate and inspire our community. We collaborate with experts and advocates within the health and wellness space to provide you with thoughtful and honest content including interviews, tutorials, playlists, and our latest venture, Prae TV. Promising to be more than just an online store, Prae is a platform where you can read, listen and learn, whilst curating all the essentials you need to lead a healthy, active life.



Prae online gives you access to the latest must-haves in active, beauty, wellness and lifestyle, from the comfort of your own home. Each and every product is sourced from likeminded, sought after brands, and is tried and tested before it is released to our community. We also offer a range of products created in-house, inspired by the Prae customer.


You can experience our premium customer service, and shop our curation of luxe, sustainable essentials in person at our flagship store, located at the beautiful Cornerstone Stores in Tugun, or our Byron Bay boutique, located in the trendy Habitat precinct. Whether you’re shopping for fresh activewear or wanting advice on a new skincare product, you’re in good hands. We pride ourselves on offering a service that is friendly, relatable and inviting – we can’t wait to meet you!