At Pai, Skincare Is Personal

This month I’m excited to share the story behind Pai Skincare. Launched earlier this year at Beauty Heroes, Pai is known generally as the sensitive skin green beauty brand. However, that is far from the whole story, there’s so much more to this vibrant and complex skincare range manufactured in London. Pai was born 13 years ago  by Sarah Brown after years of struggling with severe skin challenges and a terrible case of urticaria, hives all over her body. Sarah went down many roads to discover a solution, but many of them led to products that contained harmful ingredients, unnecessary ingredients and ingredients that were not well-sourced and genuinely ‘good’. From its inception, Pai – which means goodness in Maori, a simple word that comes from Sarah’s New Zealand roots – was built from the ground up to incorporate trust and quality in every step of the creation process.

Pai’s products are created from scratch, in their own COSMOS Certified Organic lab. This may sound common, but I assure you it is not, and it’s not easy to achieve a COSMOS certification on an entire range. But, Sarah was intent on building the trust with her customers, the trust she could not find in a brand when she needed it most. That means that she controls every aspect of the product from the source of the ingredient, how it is stored once it arrives in house, how it’s handled to preserve peak efficacy and how it’s bottled and shipped to you. Every single step is meticulous, and to certify that, so that we know it’s not just ‘marketing’, she pursued the  COSMOS Certified Organic status, and is also Certified Vegan and Certified Cruelty-Free. This third-party validation brings a unique level of trust and authenticity to the brand. Furthermore, Sarah makes sure that every single ingredient in each formula is necessary brings value to the formula that will benefit your skin. Creating products sustainably means that you aren’t creating products that use more than what they need to attain a desired result.

Pai has been crafting products from scratch and sourcing sustainably for more than 13 years rendering them a leader in the healthy beauty space. This month the Beauty Heroes community will get to experience the Pai process and quality first hand through in the three products we are delivering; Camellia & Rose Gentle Hydrating Cleanser, Light Work Rosehip Cleansing Oil and Kukui & Jojoba Skin Brightening Exfoliator. I fell deeply in love with Pai’s double cleansing ritual that pairs Light Work and Pai’s top-selling product, Camellia & Rose Gentle Hydrating Cleanser. If you’re like me, you’ll have a hard time deciding which is your favorite as Light Work makes oil cleansing effortless and is brimming with essential fatty acid and antioxidant rich rosehip seed oil. The name Light Work comes from the idea that oil cleansing should be easy and not a chore, it should be ‘light’ work. The unique nut-free formula is based on organic olive, castor and rosehip seed oils, and it glides over the skin to remove makeup and mineral sunscreen, rinsing clean with just a splash of water. Camellia & Rose is your step two and is a fluffy and comforting cleanser that leaves skin feeling plump, smooth and hydrated, as if you just had a mini-facial. Employ Pai’s two-sided terry and muslin cloth to massage in the cleanser with the muslin side and wipe away any residue with the soft terry side for a true at-home spa experience. The two cleansers can be used together or on their own as needed to create an at home ritual that feels decadent, lightly aromatic and beneficial.

To take the ritual one step further, Pai’s Kukui & Jojoba Skin Brightening Exfoliator is the perfect step to polish skin without any chance of irritation or damage. Or, take this exfoliator into the shower and massage onto face, neck and chest two to three times per week.

This month marks the beginning of a new chapter for Sarah and Pai Skincare as the brand looks forward to new packaging and updated product names next month. You can be sure, there are many more stories to be told about Pai, from ingredient sourcing, innovative botanicals and products designed to support all skin, and particularly sensitive skin. We can’t wait to share more with you, but in the meantime, it’s time to discover it yourself with this month’s DIY Ritual. Here’s one way to play:   



The first step in the double cleanse, use 2-3 pumps of Pai Skincare’s Light Work Rosehip Cleansing Oil into hands and massage into dry skin to lift away makeup and daily grime. With just a splash of water, the oil will emulsify into a light lather. Rinse. No cloth required.


Step two calls for Pai’s Camellia & Rose Gentle Hydrating Cleanser. This lightweight cream sweeps over the skin a second time, removing any leftover makeup while protecting skin’s acid mantle barrier. Use the soft terrycloth Dual-Effect Sensitive Skin Cloth to remove the day without a trace. 


On cleansed, hydrated skin, massage a small amount of Pai’s Kukui & Jojoba Bead Skin Brightening Exfoliator into skin to gently resurface and refine, without irritation. Fine micro-beads buff away uneven texture. Rinse. Pat skin dry.


Generously mist Josh Rosebrook’s Hydrating Accelerator onto freshly exfoliated skin to soothe and enhance delivery and penetration of hydration and nutrients.


Leahlani’s Mahina Evening Replenishing Elixir, a regenerative botanical oil, will soak right into cleansed, baby soft skin to stimulate skin’s natural collagen production and inspire new cell growth. Pump two times, then gently press into skin.

Discover. Share. Win!

Share your unique ritual featuring this month’s Hero on Instagram Stories or on your feed for your chance to win this entire collection. #DIYHerogram