What Pai Skincare does

Pai Skincare is a London-based, certified organic skincare brand founded in 2007 by Sarah Brown, targeting consumers with sensitive, reactive, and aging skin. The company formulates and manufactures its products in London, holding COSMOS Organic and COSMOS Natural certifications (Soil Association), B Corp, Leaping Bunny, and Vegan Society credentials, and applies a 96-hour patch-testing protocol on eczema-prone skin that exceeds the industry 24-hour standard. The portfolio spans cleansers, moisturizers, serums, face oils, boosters, masks and exfoliators, eye creams, and body/hand care, with franchises including Age Confidence (NAD+ Renewal Serum, Salvation Jane, Peptides Booster), Gentle Genius Barrier Care, and hero SKUs such as Rosehip BioRegenerate Oil and Middlemist Seven cleanser.

Pai's technology stack is green-chemistry-led and biotech-augmented rather than digital-AI-led: in-house actives include NAD+-boosting sunflower sprout extract, a biofermented TriPeptide complex (Acetyl Hexapeptide-8, Glutathione, Acetyl Tetrapeptide-5), exosome-rich Centella Asiatica (30–150nm), enzyme-resistant sodium acetylated hyaluronate, Echium plantagineum seed oil, and CO2-extracted rosehip oil. The brand publishes clinical efficacy figures (e.g., 9.45% wrinkle depth reduction and 11% firmness improvement at 8 weeks for the NAD+ serum; 48.9% anti-wrinkle efficacy vs placebo for Acetyl Hexapeptide-8).

Commercially, Pai operates a direct-to-consumer e-commerce model through paiskincare.com with multi-currency support (USD, GBP, AUD, CAD, NZD, JPY) and ships to 60+ countries. Revenue is generated predominantly via one-time product purchases and curated bundles/gift sets (Try Pai Kit, Age Confidence Starter Kit, Age Well Bundle, Rosehip Ritual), with a 15% first-order welcome discount and seasonal promotions (summer sale 20%) supporting acquisition, and a $49+ free-shipping threshold anchoring AOV. Following the April 2023 £14M Series C led by Famille C Participations, the Clarins group family holds a majority stake, providing capital for growth and access to the Clarins ecosystem.

Name

Pai Skincare

Legal name

Pai Skincare

Website

https://paiskincare.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

London-based certified organic skincare brand founded in 2007, formulating and manufacturing clinically tested, COSMOS-certified products for sensitive, reactive, and aging skin, sold direct-to-consumer globally across 60+ countries via paiskincare.com.

Ownership category

akta.pro rank

Product category

Organic Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

akta.pro secondary industries

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Natural/Organic & Clean Skincare (CRABAAAH), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Organic skincare products
• Sensitive skin care
• Natural facial cleansers
• Certified vegan cosmetics
• Anti-aging serums

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales of organic skincare products through paiskincare.com. Products sold at full price with seasonal promotions and discounts. Includes bundles, kits, and individual products across cleansers, moisturizers, serums, boosters, face oils, and body care categories.
2. Bundles and Gift Sets: Pre-configured bundles and gift sets (Age Well Bundle, Age Confidence Starter Kit, Rosehip Ritual, Try Pai Kit) providing curated routines at discounted prices compared to individual purchases. Drives higher average order value.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Pai Skincare manufactures and sells its own line of COSMOS Organic and COSMOS Natural certified skincare products, including cleansers, moisturizers, serums, boosters, face oils, masks, eye creams, body care, and curated kits and bundles. All products are formulated for sensitive and reactive skin, vegan, cruelty-free, and 96-hour patch tested on eczema-prone skin. Distribution is primarily through the company's own direct-to-consumer e-commerce website with global shipping.

Product overview

Pai Skincare is a London-based organic skincare brand offering a comprehensive portfolio of certified natural and COSMOS Organic certified skincare products. The product range centers on the core skincare categories of cleansers, moisturizers, serums, boosters, face oils, eye creams, masks/exfoliators, and body/hand care. Key product lines include the Age Confidence collection (NAD+ Renewal Serum, Salvation Jane Moisturizer, Peptides Boosters) for anti-aging, the Gentle Genius Barrier Care line for sensitive/reactive skin, and hero products like Rosehip BioRegenerate Oil and Middlemist Seven Cleanser. The brand differentiates through green chemistry formulations, biotechnology-enhanced actives (including biofermented peptides, exosome-rich botanicals, and NAD+ science), and 96-hour patch testing on sensitive/eczema-prone skin. Products are vegan, cruelty-free (Leaping Bunny), and the company holds B Corp certification. Pai distributes through direct-to-consumer e-commerce with products organized by skin concern (sensitive, dry, oily, combination, aging) and ingredient focus.

Differentiator

Problem solved

Functional benefit

Products and services

• Age Confidence Starter Kit A three-step anti-aging routine kit for mature skin featuring Middlemist Seven Gentle Cream Cleanser (travel size), Salvation Jane Omega Rich Moisturizer, and Peptides 5% Smoothing Booster, designed for consumers with sensitive skin who want clinically backed anti-aging results without inflammaging risk.
• Age Well Bundle A three-step cellular aging routine bundle combining Middlemist Seven cleanser, NAD+ Renewal Serum, and Salvation Jane moisturizer, tackling aging at the cellular level with green chemistry and omega-rich formulas for mature sensitive skin.
• Age Confidence NAD+ and TriPeptide Renewal Serum A cell renewal serum addressing root causes of aging using NAD+ science and collagen-boosting peptide technology; contains biofermented TriPeptide Complex, exosome-rich Centella Asiatica, and broad-spectrum hyaluronic acid.
• Rosehip BioRegenerate Rejuvenating Overnight Face Oil Bestselling CO2-extracted rosehip face oil with maximum antioxidant potency for brightening and skin regeneration, clinically proven for anti-aging benefits on sensitive skin.
• Bright Now PHA and Rosehip Exfoliating Toner A gentle exfoliating toner combining PHA (polyhydroxy acid) and rosehip for brightening dull skin without irritation, suitable for sensitive skin types.
• The Anthemis Chamomile and Rosehip Soothing Moisturizer A COSMOS Organic certified soothing moisturizer for sensitive skin featuring chamomile and rosehip extracts to calm and hydrate reactive skin.
• Light Work Rosehip Fruit Extract Cleansing Oil A cleansing oil that effectively removes makeup while maintaining skin barrier lipids, containing rosehip fruit extract for a nourishing cleanse on sensitive skin.
• Middlemist Seven Gentle Cream Cleanser and Face Cloth A 100% detergent-free gentle cream cleanser with camellia and rose extracts that dissolves makeup while keeping barrier lipids intact, sold with a Dual-Effect Face Cloth for gentle removal.
• Salvation Jane Omega Rich Moisturizer Omega-rich COSMOS Organic certified moisturizer featuring echium seed oil and macadamia oil that replenishes fatty acids mature skin loses, with ectoin for UV and pollution protection.
• Feather Canyon Echium and Argan Eye Cream A lightweight eye cream built around echium oil, clinically proven to reduce wrinkle depth by 30% in 28 days, with multi-weight hyaluronic acid for hydration at varying skin depths.
• Peptides 5% Smoothing Booster A concentrated COSMOS Natural certified peptide booster featuring Hexapeptide-11 and pea peptide, designed to be mixed into moisturizers for collagen and elasticity support.
• Stabilized Vitamin C 20% Brightening Booster A high-concentration stabilized vitamin C booster for brightening and evening skin tone without oxidation.
• Hyaluronic Acid 0.3% Hydrating Booster A concentrated hyaluronic acid booster for deep hydration, designed to be mixed into moisturizers for targeted hydration benefits for dry and dehydrated skin.
• Vegan Collagen 0.9% Restoring Booster A plant-based vegan and cruelty-free collagen booster for restoring skin elasticity and supporting mature skin.
• Salicylic Acid 2% Clarifying Booster A gentle salicylic acid booster for clarifying blemish-prone sensitive skin, clearing congestion without over-drying reactive skin types.
• Tri-Mushroom 10% Super-Soothing Booster A soothing booster featuring three mushroom extracts for calming reactive and hypersensitive skin with anti-inflammatory benefits.
• Phytofill 1% Firming Booster A firming booster with Phytofill technology for improved skin elasticity and reduction of fine lines.
• Instant Kalmer Ceramide Serum A calming serum with ceramide complex for strengthening skin barrier and reducing reactivity, targeting sensitive and rosacea-prone skin.
• Back to Life Hydration Serum A hydration-focused serum with jojoba and hyaluronic acid for plumping and reviving dehydrated skin.
• Fade Forward Dark Spot Serum A marine algae-based dark spot serum for reducing hyperpigmentation and evening skin tone on sensitive skin.
• Carbon Star Detoxifying Overnight Face Oil A detoxifying overnight face oil with black cumin and charcoal for combination and blemish-prone skin, clarifying and rebalancing overnight.
• Resurrection Girl Hydrating Mask A hydrating mask featuring resurrection plant and blue tansy oil for deep moisture and soothing of dry, dehydrated skin.
• Century Flower Barrier Defense Mist A barrier defense mist infused with lotus and orange blossom that locks in moisture, calms redness, and revitalizes tired skin.
• Virtuous Circle Eco-Bead Exfoliator A gentle physical exfoliator with kukui and jojoba beads for polishing away dead skin cells without irritation, using biodegradable eco-bead technology.
• Phaze PHA Clarifying Face Wash A polyhydroxy acid (PHA) clarifying face wash for gentle exfoliation and clarifying blemish-prone sensitive skin.
• The Pioneer Geranium and Thistle Rebalancing Day Cream A rebalancing moisturizer for combination skin featuring geranium and thistle extracts, helping normalize combination skin types.
• Love and Haight Avocado and Jojoba Hydrating Moisturizer A hydrating moisturizer for very dry skin featuring avocado and jojoba oils for deep nourishment of chronically dry skin types.
• C-2 Believe Vitamin C Brightening Moisturizer A brightening moisturizer with stabilized vitamin C for evening skin tone and boosting radiance, combining moisturization with brightening benefits.
• Bonne Nuit BioPeptide Renewal Night Cream A peptide-rich night cream for cellular renewal during sleep, featuring biopeptide technology for anti-aging overnight benefits.
• The Impossible Tan Hydrating Self-Tanning Drops Self-tanning drops that can be mixed into any skincare product for custom tan application, providing hydrating self-tan without sun exposure.
• The Impossible Glow Glow Drops Illuminating glow drops that add radiance and subtle color to the skin, mixable with moisturizers or worn alone for a dewy finish.
• The Gemini Stretch Mark Dual-System A dual-system for stretch mark prevention featuring pomegranate and pumpkin seed oils in a certified organic, pregnancy-safe formula.
• Gentle Genius Barrier Care Replenishing Body Wash A gentle non-drying body wash for sensitive and eczema-prone skin with barrier-supporting ingredients.
• Gentle Genius Barrier Care Soothing Body Cream A soothing body cream from the Gentle Genius Barrier Care line for sensitive and reactive body skin.
• Gentle Genius Barrier Care Rapid Rescue Hand Cream A rapid rescue hand cream for barrier repair and protection, formulated for sensitive and reactive hands.
• Gentle Genius Barrier Care Soak and Seal System Bundle A bundle combining cleansing and moisturizing for the Soak and Seal method, recommended for eczema-prone skin to lock in moisture.
• Gentle Genius Barrier Care Wet Skin Moisturizer A moisturizer designed for application to wet skin to lock in hydration, part of the Gentle Genius Barrier Care range for sensitive skin.
• The Rosehip Ritual Cleanser, Face Oil and Massage Tool Gift Set A complete ritual set featuring rosehip cleanser, face oil, and massage tool as a bestselling gift set for rosehip enthusiasts.
• Try Pai Kit An introductory kit featuring Cleansing Oil, Soothing Moisturizer, Bronzing Drops, and Overnight Face Oil, designed for new customers to experience the Pai range.
• Booster Discovery Kit A discovery set featuring multiple Pai boosters for customers to sample and find their preferred active ingredients.

Quantifiable outcome

• 9.45% reduction in wrinkle depth and 11% improvement in firmness at 8 weeks (NAD+ Renewal Serum)
• +6 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tatcha: Premium natural-inspired skincare brand with Japanese botanical heritage. Comparable to Pai due to premium D2C positioning, natural-ingredient emphasis, and strong Sephora/retail channel presence.
• CeraVe: Dermatologist-developed skincare brand with ceramides-focused barrier repair positioning. Comparable to Pai due to sensitive-skin focus, clinical credibility, and broad mass-market distribution; positioned at lower price points.
• Dermalogica: Professional-grade skincare brand with strong sensitive-skin positioning and education-led marketing. Comparable to Pai due to similar clinical-credibility positioning, focus on skin barrier and reactive skin, and D2C-plus-professional channel mix.
• Dr. Barbara Sturm: Biotech-driven luxury skincare brand known for science-backed anti-aging formulations. Comparable to Pai due to biotech-meets-skincare positioning, premium pricing, and clinical-credibility-led marketing.
• Drunk Elephant: Clean, biocompatible skincare brand combining active ingredients with ingredient-elimination philosophy. Comparable to Pai due to D2C-first premium positioning, clean formulation ethos, and active-ingredient-led product development.
• Dr. Hauschka Skin Care: Established natural skincare brand with certified natural and biodynamic ingredients, owned by WALA. Comparable to Pai due to natural-ingredient leadership, certification-backed positioning, and holistic skincare approach.
• La Roche-Posay: Dermatologist-recommended sensitive-skin skincare brand owned by L'Oréal. Comparable to Pai as a sensitive-skin specialist with clinical evidence, minimalist formulations, and broad international retail distribution.
• Tata Harper: Luxury clean beauty brand focused on certified organic, non-toxic formulations with farm-to-face supply chain. Comparable to Pai due to premium natural positioning, B Corp-style sustainability credentials, and D2C-led model.
• Trilogy Natural Skincare: Natural skincare brand specializing in rosehip and botanical oils, founded in New Zealand. Comparable to Pai due to natural/organic positioning, rosehip oil heritage, and certification-driven brand trust.

Broad incumbents

• Kiehl's: Heritage skincare brand owned by L'Oréal with apothecary heritage, sensitive-skin options, and global retail footprint. Comparable as a broader skincare incumbent with sensitive-skin product lines and natural/clean brand cues, though much wider portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/paiskincare
• LinkedInlinkedin.com/company/pai-skincare

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pai Skincare