"I needed kinder, smarter skincare I could trust. So we made it."
Sarah Brown
Founder, Pai Skincare
“I knew natural ingredients were the only way forward for my sensitive skin. But I wasn’t willing to compromise – and neither should you.
On results, on luxurious formulas, or on ethical standards. That’s why I made Pai.”
★★★★★
Over 12,000 five star reviews
99% would recommend
us to a friend
"Pai has really transformed my skin! This is the first brand I have used that has really worked for my dry, sensitive skin."
- Laura
Sarah's Story
“I went from having pretty normal skin to a complete meltdown overnight. It became hypersensitive, but a lot of the products aimed at me just didn't work. I lost confidence in my skin, and in my skincare; I didn’t feel 100% myself. But I discovered I wasn’t alone. Sensitive skin is not a type, it’s a scale – and anyone can experience it.
I needed to be able to trust the products I was using. So I made my own. I discovered the transformative properties of natural ingredients, and realised you can have beautiful, certified organic products that give you results – and that crucially are proven for sensitive skin. So you can trust them too.”
Shop with confidence
We know it's hard work to scour skincare labels and decipher ingredients lists. That’s why every one of our products has been clinically proven for sensitive skin, for full peace of mind.
We also give you plenty of time to get to know your products before you commit. If a Pai product doesn’t agree with your skin, simply return it within 90 days and we’ll take care of the rest.
Results you can see
We prove our products work with independent trials, real before and afters, and customer testimonials you can trust
Ingredients you can trust
We expertly extract the best of nature to bring you its unrivalled benefits – in certified natural and organic formulas
Practices you can believe in
As a certified B Corp and proud London-based manufacturer, we build goodness into everything we do – from lab to launch
Discover our Bestsellers
Shop the five-star favourites that our customers come back for again and again.
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★★★★★
"It's creamy, smooth and absorbs beautifully into my skin. And the best part is - It. Actually. Works."
- NICOLE L
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"No other cleansers compares"
- HANNAH S
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"Finally, a cleanser that doesn't irritate my extremely sensitive eczema-prone skin"
- EMMA H
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"I find myself wondering how anyone lives without it!"
- DEIDRA J
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"One small drop and it's just a natural glow. I use it in my moisturiser and no longer wear foundation during the day"
- JANINE D
Start your Pai journey
Find your perfect match with four hero collections to target your key skin concerns – and get going with Sarah’s top picks from each with our money-saving starter kits.
I WANT...
Smoother, plumper skin
We’re not against ageing. We support it. With smoothing, soothing actives – like plumping peptides and Squalene-rich oils – that give mature skin its bounce back, and reduce the appearance of fine lines.
- Save 15%
- Bundle
- Online Exclusive
- New
I WANT...
Clearer, balanced Skin
Breakouts can happen to the best of us – including those with sensitive skin. So our blemish-busting formulas kill with kindness. They help to keep skin clear, without making matters worse by stripping the good stuff away too.
I WANT...
Calmer, stronger skin
Angry, irritated skin is our forte – and we know it needs more than just a fire blanket to settle it. It needs fire-proofing, too. Our calmest collection features our best ingredients to hydrate and strengthen your all-important skin barrier.
I WANT...
Brighter, radiant skin
Even if your skin is in a good place, it might need a little help to be really radiant. That’s where our best glow-givers come in. Vitamin C and Rosehip take the lead in this collection, brightening and evening out your skin tone – and keeping dullness and damage away.
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"A natural ingredient can outperform any synthetic cosmetic ingredient."
SARAH
96%
of customers
said we helped
resolve their skin concerns.
Free Skincare Consultation
Ask the experts
Not sure where to start? Let us help with a free personalised skin consultation. Our skin coaches are here to listen – with no catch or hard sell. From how to layer your skincare to prepping for a big event, our experts can guide you through it.