About Us | Sarah Brown's Story – Why I Started Pai Skincare

The Science of Natural™

You were told you had to choose between natural and effective. We built Pai to prove you don't.

High-performance skincare that's better because it is 100% natural.

Proven in clinical and consumer trials. Formulated in our London innovation lab.

What Pai does for you

Skin Longevity: Healthier and stronger. For life.

Most active skincare makes you pay for results. Their harsh synthetic formulas can irritate: think redness, purging and recovery down time. And that cost runs deeper than discomfort.

Chronic inflammation is a recognised driver of premature skin ageing, or inflammaging. So skincare that keeps aggravating your skin can undo the very results it promises.

Pai takes away those trade-offs. We put the same proven actives – at concentrations that are guaranteed to work – into 100% natural formulas gentle enough to use every day.

Calm the skin. Strengthen its barrier. Support its recovery. Do that consistently and it stays healthier for longer. That’s what we mean by skin longevity.

Experts in Green Chemistry

We make every Pai product in our own innovation lab in London, with our team of world class cosmetic chemists. That is rarer than it sounds, and makes all the difference. We control what goes in, how it’s made and who makes it.

It’s never one magic ingredient that makes our products transformative. It’s the formulation. How we combine natural activities, stabilize them and deliver them into the skin so they perform.

Take our Rosehip BioRegenerate. Independently tested against leading rosehip oils, it contains up to 700% more antioxidants. Just a few drops visibly brightens and renews skin overnight.

This is what lets us say the thing the industry spent years calling impossible. Natural isn't "as good as". Done properly, it's better.

Proof, not promises

We don't ask you to take our word for it.

At Pai, every claim is earned. We back our products with independent clinical and consumer trials, real before-and-afters, and thousands of reviews from people who keep coming back. If a formula can't prove it works, it doesn't launch.

Every product is patch tested on people with sensitive skin for a full 96 hours, four times longer than the industry standard. This means each one is kind enough for even the most reactive skin.

We’re a Certified B Corporation. Certified organic and natural by COSMOS, vegan by The Vegan Society, and cruelty-free under Leaping Bunny. Every accreditation is independently validated, and we are audited by them each year.

We're B Corp certified – which means we're part of a global movement that's committed to making business a force for good.

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Cruelty Free

Pai Skincare believes that beauty products should be cruelty free. We are proud to be Leaping Bunny approved. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.

All of our own brand cosmetics and personal care products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty-free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.

The Soil Association

So you can be sure our certified organic products are truly organic, we are accredited by the Soil Association.

This involves third party checks, annual inspections, detailed production records and traceability paperwork that guarantee:

Pai products carrying the Soil Association kitemark are 100% natural and at least 70% of (non-water) ingredients are organically grown and harvested.

All of our organic ingredients are non-GM, sustainably grown (without pesticides) and harvested, and extracted without the use of chemical solvents.

Any non-organic ingredients we include have passed strict toxicity and biodegradability criteria and carry a non-GM certificate.

We believe that if a product is natural, the majority of its ingredients must be from nature. Unlike many other ‘natural’ products, ours are certified to a Soil Association COSMOS Natural standard. COSMOS Natural certification means:

• No animal testing has been conducted.

• A minimum of 98% of ingredients are of natural origin.

• Any non-natural ingredients must meet strict standards, green chemistry principles and cannot exceed 2% of the formulation.

• No endangered plant species may be used and no GM Ingredients.

• No controversial chemicals, parabens and phthalates are in the product.

• No synthetic colours, dyes or fragrances.

The Vegan Society

We are independently accredited by the Vegan Society.

To carry this kitemark, our products are individually assessed each year for the potential inclusion of animal ingredients, including those not present in the final product.