Pixi Beauty Petra Strand – Founder of Pixi

Pixi has always been about effortless beauty that truly delivers. From skin-loving formulas to a glow-first mindset, the brand focuses on enhancing what’s already there rather than covering it up. In the following Q&A, we take a closer look at the philosophy, cult favourites, ingredients and ideas that continue to define the Pixi glow.

1. How would you describe Pixi’s philosophy?

Pixi is all about real results with real care. We believe beauty should be effortless, not about covering up, but about enhancing what’s already there. Every product is infused with botanicals and actives that love your skin back, and everything is cruelty free and vegan. After more than 25 years, our mission hasn’t changed: helping everyone, everywhere, glow from the inside out, effortlessly.

2. What makes Glow Tonic such a cult product?

Glow Tonic is where it all began. It’s been part of my personal routine for over 26 years, and still, nothing compares to that instant radiance it gives. It gently exfoliates with glycolic acid, soothes with aloe, and energizes with ginseng. It’s become a true icon, loved by generations and shared like a beauty secret between friends. I think it resonates because it works. It’s the original “Pixi glow” in a bottle.

3. What ingredients define Pixi’s approach to skincare?

Pixi has always been about balance, science meets nature. We blend potent actives like glycolic and hyaluronic acids with skin-loving botanicals like aloe, rose and ginseng. It’s about choosing what’s both gentle and effective, skincare that truly makes a difference.

4. What skincare would you recommend for mature skin?

For mature skin, it’s all about nourishment, balance and gentle renewal. Begin with EOD Cleansing Oil to melt away makeup and impurities, followed by Rose Cream Cleanser for a soothing second cleanse that leaves skin soft and comforted. Use Glow Tonic in the evening to refine texture and boost radiance and Antioxidant Tonic in the morning to protect and strengthen the skin barrier. For hydration and vitality, I love Rose Oil Blend, it brings life back to the complexion. Seal it all in with Rose Ceramide Cream and a misting of Hydrating Milky Mist to lock in moisture. In the evenings, weave in our Retinol Tonics or serums to smooth and renew the skin overnight.

5. What role does makeup play in the Pixi philosophy?

Makeup at Pixi is the topper, the finishing touch on top of healthy skin. It’s never about heavy layers or covering up. Instead, it’s about products that bring out natural beauty in a simple, effective way. This approach reflects my decades of artistry, creating formulas that feel effortless but deliver incredible results.

6. How do you imagine new colors and textures when developing collections?

Inspiration is everywhere. in nature, light and everyday life. A walk in the park, the way sunlight hits the skin, the natural flush after laughter, those moments guide how I imagine new colours and textures. I create shades that feel alive on the skin: flattering, fresh and effortless. Each tone should enhance your natural beauty and bring out your confidence, never cover it up. Textures must melt seamlessly, feel comfortable, and leave skin looking and feeling healthy. Every formula I make has to deliver real results while celebrating the individuality of the person wearing it. My goal is always the same: to create beauty that feels like you, the best version of you!

7. How has Pixi evolved since 1999?

Pixi began as a small boutique in London’s Soho, one makeup artist, one dream and shelves lined with products I’d mixed by hand. What started as a passion project has grown into a global brand loved in more than 65 countries, yet our heart has never changed. Even as we’ve grown, we’ve stayed true to our roots: blending high-quality botanicals with innovation, remaining proudly independent, vegan and cruelty free and making effortless, glowing beauty accessible to everyone.

8. How does minimal packaging align with your overall brand philosophy and

product positioning?

Pixi has always stood for effortless beauty with purpose. Our products are multi tasking, skin-loving and made to simplify routines, so it only felt natural that our packaging should reflect that same clarity. To me, true luxury isn’t about excess; it’s about excellence in every detail. By stripping away what’s unnecessary, we draw focus to what truly matters. Our high performance formulas, rich in botanicals, actives and peptides that deliver real results. The result feels refined yet approachable; elevated in quality, but always true to our Pixi ethos of making beauty simple, effective and kind.  

by – Khizra Khan