Beauty Boss: Sarah Brown, Founder of Pai Skincare
Sarah Brown.
Our latest Beauty Boss is Sarah Brown, Founder of Pai Skincare—a line of clean and ethical skincare products made with effective, certified organic ingredients. After developing Chronic Urticaria in her mid-twenties, Brown created Pai because she had reactions to almost every product she tried. As a result, Pai has one of the strictest and most transparent ingredient policies on the market.
All of their products are formulated and manufactured in Pai’s London headquarters, and they independently patch test all of their products to make sure they’re safe for sensitive and eczema-prone skin. Pai Skincare is also accredited by the Soil Association, independently accredited by The Vegan Society, and certified under the Cruelty Free International Leaping Bunny program, which means they don’t test their products on animals or source ingredients that are tested on animals.
Brown has taught herself everything from launching a business to ingredient variations and formulation. Over the years, Pai has gained a cult following from makeup artists, celebrities, and more—and is sold in over 50 countries world-wide. We chatted with Brown, who shared the inspiration behind the brand, best advice, wellness tips, and more.
When was Pai Skincare founded? What does the name mean?
I founded Pai in 2007. The name is a little tribute to my (Kiwi) mum! It means good/goodness.
What inspired the creation of the brand?
Pai came about because of a personal skin problem. I developed a condition called chronic urticaria in my mid-twenties. I lived with it for about four years, completely miserably, until I reached a point where I just thought, “No more, I need to understand this better.” It was that episode of deep frustration in my life which morphed into a passion project.
In creating Pai I was tackling all the challenges that I had with my own skin and navigating endless beauty aisles to find solutions to it. I wanted to create products people could trust, that really deliver and don’t feel like a compromise. Most importantly, I wanted people to feel really good in their own skin.
Do you have a hero product?
Our Rosehip Bioregenerate Oil is our most famous product. It has magical powers, and its perfection lies in its simplicity and purity. We don’t dilute it with any carrier oils or add fragrance; we extract the whole rosehip and just let it sing on the skin.
Rosehip is packed full of omegas and beta carotene, which makes it really regenerative. It can be used on any skin that needs repair or boosting—from dry skin and sun damage to acne scarring and pigmentation. Everyone should have a bottle in their bathroom cabinet.
What’s your favorite product(s) from the brand?
Our Virtuous Circle Exfoliator is a personal favorite—it has a great sustainability story behind it. We use jojoba wax beads in our exfoliator, a brilliant natural alternative that doesn't harm ocean life. It was a gooey mess throughout the formulation process, but we eventually cracked it. It’s the product that uplifts me (and my skin) most after a single application.
Where are your products sold?
We have wonderful partners in the U.S., from The Detox Market and Credo to Violet Grey, Free People, and Anthropologie. You can find the store closest to you here.
Future plans for the brand?
We want to cement our position as the leading experts in organic skin care, continue to improve sustainability across all areas of the business, and focus on innovation. We have loads of new product developments for 2021 in the pipeline, but my lips are sealed for now.
Pai Rosehip Biogenerate ($44) is a highly regenerative multi-tasking face oil that tackles blemishes, dryness, dullness, pigmentation, redness, and fine lines.
What inspires you?
There are too many to name. There are those, past and present, who have given back:
The late Anita Roddick (Body Shop founder) 40 years ago campaigned on ethical consumerism and was a Fair Trade pioneer.
Caroline Hirons took up the good fight for indie beauty salons that had fallen between the funding cracks via her Beauty Backed campaign last year.
Sali Hughes founded Beauty Banks several years ago to help women and families in hygiene poverty, which took on a life of its own during COVID-19.
On the business side, Pat McGrath, a true master of her craft, and Trinny (of Trinny London) who has built her ‘tribe’ like no other.
Secret to success?
Hard slog and a brilliant team. Last year their tenacity and commitment to our customer and cause was extraordinary. We’ve stuck to a single-minded mission to help people with challenging skin via natural means. We’ve been certified organic since 2008—well before clean was even a thing.
Beauty secrets?
For me, beauty is about the ingredients. All of our products are natural, ethical, and sustainable with goodness built-in. I discovered that the only way to maintain these values was to formulate and manufacture in house. I did it against all advice (and commercial logic), but it’s been the best decision I ever made. It gives us a deep connection to the product we’re selling and a unique visibility of our supply chain.
Wellness tips?
We know wellness isn’t just about the products you use, they’re only ever one piece of the jigsaw puzzle. Those who have a (free) skincare consultation with us find we take a very holistic approach, looking at the lifestyle factors that play a part in how your skin looks and feels before giving any recommendations.
Best advice?
For business owners? Do something you are passionate about—you have to be driven by a burning raison d’etre or you’ll fall at the first hurdle. Running a business requires stamina (and a sense of humor). Most entrepreneurs are successful because they persevered for long enough and were too stubborn to give in!
Do or create something authentic and never deviate.
How do you like to relax?
Having worked in the wine industry prior to starting Pai, a glass of red wine at the end of a long day (with homeschooling thrown in!)
For more information, visit paiskincare.us and follow on Instagram: @paiskincare
[Images courtesy of Pai Skincare]
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