Pai (meaning “goodness”) was created after founder Sarah Brown’s skin became unusually irritated, hyper-sensitive and acne-prone in her mid-twenties. Finding the right products to soothe her skin and prevent irritating it further became a daily battle and the products claiming to be "organic" and "hypoallergenic" often also included synthetic and known irritant ingredients.
Made in London, Pai takes a simple approach to their skincare; using only the highest quality ingredients, avoiding any potentially skin-irritating nasties and maintaining high ethical standards across all aspects of their brand.
When it comes to what goes into their products, Pai believes in purity and transparency and their products are certified by the Soil Association, the Cruelty Free Leaping Bunny organization and the Vegan Society. Pai products carrying the Soil Association logo are 100% natural and at least 70% of (non-water) ingredients are organically grown and harvested.
“Pai is everything I wanted as a customer; skincare made with effective, organic ingredients, no nonsense marketing and a brand that understands products are just one piece of the puzzle." – Sarah Brown, Founder
Loved by beauty journalists around the world, Pai has been featured in the likes of Red, Cosmopolitan, Marie Claire, Harper’s Bazaar, Sunday Times Style, Stylist and Women’s Health. A true beauty influencer favourite, top industry experts including A Model Recommends, Into the Gloss and That’s Not My Age can also be counted amongst Pai’s firm fans.
As well as taking a simple and natural approach to skincare, Pai also takes pride in maintaining high ethical standards. This means no animal testing, using only sustainable plant ingredients and ensuring recyclable and biodegradable packaging is used wherever possible.
Pai products are free from Parabens, Alcohol, Phenoxyethanol, Petrochemicals, Detergents (SLS/SLES) and artificial fragrance. Pai also avoids anything that has the potential to upset or imbalance sensitive skin.