About Us

ABOUT PIXI

Where the Glow Began

Over 25 years ago, in a world that celebrated heavy coverage and complex routines, Petra Strand introduced something quietly revolutionary: the belief that you are already beautiful.

In 1999, from a tiny boutique in London’s Soho, she launched Pixi with one transformative idea; that beauty should be effortless, empowering and truly kind to the skin. Her philosophy, “enhance, never mask, your natural beauty” wasn’t just a tagline. It was a challenge to an entire industry.

What began in that one small shop, where Petra and her sisters worked late into the night, often sleeping in the basement just to keep the dream alive, has grown into a global movement of glow-getters who believe in simplicity, authenticity and self-care as daily routines of empowerment.

The Pixi Promise

Every product reflects Petra’s unbreakable standards and her promise to you:

Cruelty-Free Always – Kind to skin, never tested on animals.

Botanically Boosted – Nature’s most effective ingredients, elevated by science.

Vegan Formulations – Consciously created for a cleaner, kinder world.

Multi-Tasking for Real Life – Time-saving, skin-loving, effortlessly effective.

Trust Through Consistency – Built on decades of devotion, transparence and care.

We believe true luxury is consistency, formulas you can trust, results you can feel and routines that fit your real life.

The Heart of the Glow

Petra Strand

Before she was a founder, Petra was a professional makeup artist and a busy mother of four. She created Pixi because she couldn’t find what she needed: high-performance, foolproof, skin-loving essentials that saved time without sacrificing care.

Pixi was born out of that necessity and nurtured with devotion. Petra calls Pixi her “fifth child” a reflection of her unwavering care and hands-on commitment. Every formula is developed with precision and a professional’s expertise, ensuring performance, purity and purpose in every drop. This is what makes Pixi different: it’s not just a brand, it’s a labour of love built from the heart outward.

"Pixi is about products that make you look as good as you feel, always bringing out the best version of you."

- Petra

The Icons

The Scandinavian Soul

Rooted in Petra’s Swedish heritage, Pixi is guided by the principles of Scandinavian simplicity: functionality, purity and harmony with nature.

Every formula is designed to nourish as it illuminates, powered by potent botanicals and intelligent science. Pixi’s product were one of the first to blend skincare actives with gentle, plant-based ingredients, long before “hybrid beauty” became a trend.

Our commitment is to creating results-driven skincare that is both kind and effective, ensuring your glow is as healthy as it is beautiful.

Innovative Faves

A Global Movement of Glow

From that single Soho boutique to millions of vanities around the world, Pixi has grown through authenticity, community and proven performance.

With a global community of more than 3 million Glow-getters, Pixi’s devotion is not measured in trends, but in trust. Mothers and daughters, professionals and beginners alike, all united by one universal truth: once you experience the Pixi Glow, you never go back.

Our journey continues with you. Your stories, your routines, your glow; that’s what keeps us inspired.

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