Beauty Boss: Petra Strand, Founder of Pixi
Petra Strand.
Our latest Beauty Boss is Petra Strand, Founder of Pixi—an iconic cult beauty brand that she created more than 20 years ago and launched in her flagship London boutique. Since its inception, Pixi has developed a loyal fanbase around the world as a result of its pure, awakening and skin-loving products.
With more than two decades of experience as a makeup artist and product developer, Strand is passionate about skin care and dedicated to creating innovative formulations that are infused with botanicals and beneficial ingredients. As a mother of four with a busy and demanding schedule, she wanted to offer multi-tasking and youth-enhancing products that could easily be used on the go while helping to bring out everyone’s natural beauty.
In addition to its London space, Pixi also has a Los Angeles-based retail boutique at Westfield Century City, where fans of the brand can shop and explore the extensive collection of skin care, cosmetics and body products, including their latest launches like Suntreats—a collection of sun care products designed to keep skin healthy and glowing all year round.
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We chatted with Strand, who shared the inspiration behind the brand, secrets for success, wellness tips, and much more.
When was Pixi founded and what does the name mean?
Pixi was founded in 1999, with the name inspired by the mythical creature "pixie," often depicted as a fairy. This embodies the magical, whimsical essence of beauty that we strive to incorporate in all our products. My childhood in the Swedish countryside played a significant role in shaping this vision. Our first retail outlet was our boutique in Soho, Central London, and while we have expanded internationally, our two boutiques (London and Los Angeles) still represent the heart of Pixi and my original vision 24 years ago.
What inspired the creation of the brand?
The inspiration behind Pixi was my passion for skin care and makeup. As a working makeup artist, I could never find exactly the right products, I decided to create my own! I aim to create a line of products that are easy-to-use, multi-tasking, and made people feel effortlessly like the best version of themselves. The goal was to highlight the natural beauty in everyone and inspire confidence that would radiate into their daily lives.
Pixi is a line of youth-enhancing, multi-purpose products that bring out the natural beauty in everyone.
Does Pixi have a hero product?
Indeed, our hero product is the Glow Tonic, an exfoliating toner that brightens and smooths the skin for a healthy, radiant complexion. With a cult following, it's been adored by many worldwide. Our DetoxiFEYE patches are also beloved for their cooling and revitalizing effects. If Glow Tonic is the original classic, DetoxifEYE is the modern classic.
What are your favorite products from the brand?
It's challenging to choose just one favorite, but aside from the Glow Tonic, I adore our Rose Ceramide Cream for its perfect texture, suited for both AM and PM routines. It melts into the skin, leaving no residue, just perfectly balanced skin. The Endless Silky Eye Pen offers rich pigmentation with a sumptuous, buttery feel in a vegan formulation. For complexion, the Flawless Beauty Primer provides a silky, subtle lit-from-within glow, which is a Pixi signature.
Where are your products sold?
Our products are available online on our website, our two boutiques in London and LA, and national retailers across North America, Europe and Asia. We also have a strong presence in many other international retailers.
Future plans for the brand?
We plan to expand our product range, continue developing innovative, multi-functional and effective beauty solutions, and increase our global footprint to reach more customers worldwide. Product development has driven Pixi's growth, and I'm always excited to create products that combine natural, plant-based ingredients with cutting-edge science, keeping us forward-facing.
Who inspires you?
I am inspired by individuals who embrace their natural beauty and exude confidence in their uniqueness. An classic timeless beauty like Audrey Hepburn have always been a source of inspiration. I also admire those who do great things not for recognition or accolades, but because it's the right thing to do, showcasing kindness.
Pixi’s Suntreats collection helps to balance, soothe, and nourish skin with multi-acting skin treatments.
Secret to success?
Success lies in authenticity, passion, and never-ending learning. Surround yourself with a supportive team, be open to feedback, work hard and smart, and stay curious.
Beauty secrets?
My beauty secret is consistency in skincare and staying hydrated. Maintain a routine tailored to your skin type and drink plenty of water for radiant, healthy skin. Embrace the progress and improvements in your skin. My daily makeup routine is minimalist: a peach-toned colour corrector, mascara, and a cream blush used as a lip stain for an enlivened complexion.
Wellness tips?
For maintaining wellness, I advocate for a holistic approach that includes mindfulness, self-care, a nutritious diet, consistent exercise, and lots of sleep. Achieving a harmonious work-life balance is crucial for overall well-being. Personally, I cherish the moments spent with my family, as they help me rejuvenate and refocus.
Best advice?
The most valuable advice I can give is to remain authentic, celebrate your uniqueness, and embrace calculated risks. Trust in your abilities and never stop learning. Moreover, practice being present in the moment, as it allows you to fully experience and enjoy life.
Favorite way to relax?
I find relaxation in spending quality time with my loved ones, spending time in nature, long walks on a windy beach, Identifying activities that allow you to disconnect and recharge is vital for mental health. Though it can be challenging, it's important to occasionally step away from technology—put down your phone and resist the urge to scroll. Reading is another favorite pastime of mine, particularly biographies, as they offer captivating insights into others' lives.
For more information, visit Pixi’s website and follow on Instagram: @pixibeauty
[Images courtesy of Pixi]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk