What Pixi Beauty does

Pixi Beauty is a London-born, privately held beauty brand founded by Petra Strand circa 2000 and operated under the legal entity PIXI - SJOVIK LTD., selling cosmetics, makeup, skincare, body care, and fragrance directly to consumers. The company is led by CEO Felix Strand alongside a C-suite of CXOs covering technology, marketing, revenue, and finance/people functions. The brand ships to 60+ countries through its owned Shopify-based DTC storefront (pixibeauty.com), physical boutique locations, the TikTok Shop marketplace, and select third-party retailers, supported by a native iOS/Android app and a Pixi Rewards loyalty program. A 51–100 employee headcount indicates a lean, asset-light operating model.

The product portfolio is organized into four named lines: Skintreats (skincare), Colourtreats (color cosmetics), Bodytreats (body care), and PixiPerfume (fragrance), with anchor products including the alcohol-free 5% Glycolic Acid Glow Tonic toner, the Vitamin-C CremeSerum (using 3D encapsulation technology combining vitamin C moisture pearls with niacinamide and ferulic acid), the award-winning On-the-Glow multitasking family (Blush, Bronze, SuperGlow, Base, Tonic, SHIELD SPF 50), and a broad-spectrum SPF 50 sunscreen stick. Themed collections (SunTreats, Antioxidant, Vitamin-C, Collagen, Clarity, Rose Infused, Retinol) and limited-edition collaborations (Pixi + Maryam Maquillage, Pixi + Hello Kitty) extend the range seasonally. SKUs span approximately $3 (single eye masks) to $99 (premium bundles), with a $45 free-shipping threshold and frequent gift-with-purchase promotions. The technology stack comprises Shopify, Google Analytics, Microsoft Clarity/Advertising, Postscript SMS messaging, and Jebbit for shoppable quizzes (Skincare, Shade Finder, Fragrance Finder, Gift Finder) and routine/kit builders.

Pixi's revenue mechanics combine one-time DTC product sales, a Subscribe & Save subscription program (10% off recurring), the Pixi Rewards loyalty program (up to 5X points per $1 spent, redeemable for vouchers, discounts, products, and exclusive experiences), boutique storefront sales, and marketplace commission revenue. Customer segments span adult women seeking multitasking skincare-makeup hybrids, anti-aging consumers, gift-givers, multitasking makeup buyers, and the newly targeted fragrance segment. Distribution is supported by a multi-channel marketing mix: founder-led content (Petra, Personally blog), Instagram and TikTok social commerce, paid search and display, email/SMS, and earned media placements, with co-branded collaborations and award-validated product credentials (People, Harper's Bazaar, SELF, Marie Claire, Real Simple, Cosmopolitan, Glamour) reinforcing brand trust.

Name

Pixi Beauty

Legal name

PIXI - SJOVIK LTD.

Website

https://pixibeauty.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Pixi Beauty is a London-born, privately held cosmetics and skincare brand founded by Petra Strand, selling skincare, color cosmetics, body care, and fragrance direct-to-consumer to women across 60+ countries via its own Shopify storefront, boutiques, TikTok Shop, and select retailers, anchored by the iconic Glow Tonic toner.

Ownership category

akta.pro rank

Product category

Cosmetics and Skincare

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye & Lip Skincare (CRABAAAC)

akta.pro secondary industry

Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• Skincare products
• Color cosmetics
• Facial care
• Fragrance line
• Beauty brand

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Primary revenue stream: one-time online purchases of skincare, makeup, fragrance, and body care through pixibeauty.com. Free shipping on orders over $45, 30-day returns, and frequent gift-with-purchase promotions drive order value. SKU pricing spans from approximately $3 single eye masks to $99 bundles.
2. Subscribe & Save Subscription: Recurring subscription program (10% off) for products automatically delivered on a customer-selected schedule, with no obligation, easy modification or cancellation. Drives predictable recurring revenue and customer retention.
3. Retail / Boutique Storefront Sales: Sales through Pixi's own physical boutique locations (footer references "Boutique Locations"), supplemented by select third-party retailers referenced in product launch news ("available at PixiBeauty.com and select retailers").
4. Marketplace & Channel Partner Sales: Distribution through TikTok Shop ("TikTok Shop Faves" collection) and select retail partners expands reach beyond the brand's owned DTC channels.

Pricing tiers

Go-to-market motion5 records

Distribution channels5 records

Marketing channels10 records

Core offering

Pixi Beauty designs, formulates, and sells its own line of skincare, color cosmetics, body care, and fragrance products under the Pixi brand. The product portfolio is anchored by hero skincare items such as the alcohol-free Glow Tonic 5% Glycolic Acid toner and the new Vitamin-C CremeSerum 2-in-1 hybrid, the On-the-Glow multitasking makeup family, the On-the-Glow SHIELD SPF 50 sunscreen, and the newer PixiPerfume fragrance line. Products are sold direct-to-consumer through pixibeauty.com, the Pixi mobile app, owned boutique locations, and select third-party retailers and TikTok Shop across 60+ countries, with a Subscribe & Save subscription program and Pixi Rewards loyalty program supporting repeat purchase.

Product overview

Pixi Beauty is a single unified cosmetics and skincare brand (founded by Petra Strand) whose portfolio is organized into several named product lines that work together as a fuss-free, multitasking routine: the Skintreats skincare line (anchored by the iconic Glow Tonic toner and now including the new Vitamin-C CremeSerum serum-moisturizer hybrid, Rose Ceramide Cream, Antioxidant Mist, Roll-On AntioxifEYE/BeautifEYE Serums, DetoxifEYE patches, and GradualGlow Self-Tan); the Colourtreats makeup line (On-the-Glow Blush, On-the-Glow Bronze, On-the-Glow SuperGlow, Sheer Cheek Gel, LiquidGlow Blush, Endless Silky Eye Pen, MatteLast Liquid Lip, LipBlush, and H2O SkinTint foundation); the Bodytreats body care line (Rose Body Polish, Rose Body Cleanser); and the newer PixiPerfume fragrance line (PixiFig, PixiRose, PixiMimosa, plus Gift Trio). These are grouped into themed collections such as SunTreats (anchored by On-the-Glow SHIELD SPF 50), On-the-Glow Family, Antioxidant Collection, Vitamin-C, Collagen, Clarity, Retinol, Rose Infused, Glow Tonic, and 25 Years of Glow, and sold via bundles like Glow, Brighten & SHIELD, Perfect Glow Kit, and the Pixi Ultimate Starter Kit. Limited-edition collaborations with MaryamNYC and Hello Kitty (e.g., the Maryam Maquillage Dream-y Lit Kit, Pixi + Hello Kitty AnyWhere Palette) extend the core range seasonally. Pixi sells direct through pixibeauty.com (built on Shopify) plus select retailers, and supports the offering with a Skincare Quiz, Shade Finder Quiz, Fragrance Finder Quiz, Gift Finder Quiz, Skincare Routine Builder, Petite Kit Builder, the Petra Personally editorial blog, the Pixi Rewards loyalty program, Subscribe & Save, and a native iOS/Android app.

Differentiator

Problem solved

Functional benefit

Brands

• PixiPerfume: A fragrance line extension of Pixi Beauty offering eau de parfum scents, including PixiRose, PixiMimosa, and PixiFig, sold as a gift trio set.

Products and services

• Glow Tonic Iconic alcohol-free glycolic acid toner (5% AHA) with aloe vera, ginseng, fructose, and sucrose for daily gentle exfoliation; the brand's hero skincare product recognized by multiple major publications. Available in 250 ml / 8.5 fl oz.
• Vitamin-C CremeSerum 2-in-1 brightening serum and moisturizer hybrid using 3D encapsulation technology to suspend vitamin C beads, niacinamide, and ferulic acid in a hyaluronic serum-gel (1.7 fl oz / 50 ml, 57 capsule-doses). Paraben-free, vegan, cruelty-free.
• Rose Ceramide Cream
• Antioxidant Mist Antioxidant-rich facial mist available in original (80 ml) and petite (30 ml) sizes, frequently featured on TikTok.
• DetoxifEYE Depuffing under-eye patches with a 93% effectiveness rating for hydrate-and-refresh use; part of the award-winning Eye Patch family.
• GradualGlow Self-Tan Serum Lightweight self-tan serum for daily, every-other-day, or overnight use, available in original and petite sizes.
• PixiPerfume Fragrance Line Pixi's debut fragrance line offering three vegan, cruelty-free, and paraben-free eau de parfums — PixiFig, PixiRose, and PixiMimosa — plus a PixiPerfume Gift Trio, designed to enhance moods and integrate into daily self-care routines.
• On-the-Glow Blush Hydrating pH-reactive cream blush stick delivering a dewy, buildable finish; available in shades including Cassis, Chantilly, Mauve, Fleur, Juicy, Ruby, and CheekTone, with a 2026 New Shades Set.
• On-the-Glow SuperGlow Effortless luminosity highlighter stick available in universally flattering shades including IcePearl, GildedGold, NaturaLustre, and PetalDew.
• LiquidGlow Blush Liquid blush with buildable dewy finish in shades Summer, Warmth, Peony, Fresh, Subtly, and Pretty; recognized as a RealSimple Smart Beauty Awards 2026 winner.
• Endless Silky Eye Pen Silky eyeliner pen line, sold as a customizable trio with a complimentary sharpener included.
• On-the-Glow SHIELD SPF 50 Sunscreen moisture stick with broad-spectrum SPF 50 (Avobenzone 3%, Homosalate 6.6%, Octisalate 5%, Octocrylene 10%). Lightweight, non-comedogenic, vegan, paraben-free, formulated with clover flower extract, hyaluronic acid, and vitamin E. Volume: 0.6 oz / 19 g.
• Glow, Brighten & SHIELD Bundle Three-step skincare bundle combining Glow Tonic (250 ml), Vitamin-C CremeSerum (50 ml), and On-the-Glow SHIELD SPF 50 for exfoliation, brightening, and sun protection.
• Pixi Ultimate Starter Kit Bestselling starter kit (3,200+ 5-star reviews) bundling Pixi essentials including On-the-Glow Blush and other hero products.
• Perfect Glow Kit As Seen on TV kit featuring Glow Tonic Cleaning Gel, Peel & Polish, Glow Tonic, and Glow Mist; over 2,300 5-star reviews.
• Eye Patch Best Sellers Trio As Seen on TV trio bundling DetoxifEYE, NutrifEYE, and BeautifEYE under-eye patches; 4.9/5 average rating.
• Pixi + Maryam Maquillage Dream-y Lit Kit Limited Edition collaboration with MaryamNYC bundling co-created makeup essentials (5.0/5 average rating).
• Skintreats Skincare Line Pixi's skincare product line covering cleansers, tonics (Glow Tonic, Clarity Tonic, Vitamin-C Tonic), serums and oils (Vitamin-C CremeSerum, Rose Oil Blend), moisturizers (Rose Ceramide Cream), mists (Antioxidant Mist, Glow Mist, Hydrating Milky Mist, Clarity Mist), exfoliators/masks, eye care, lip care, and self-tanner, organized by benefit (Brightening, Clarifying, Hydrating, Youth Enhancing, Glow Enhancing, Soothing).
• Colourtreats Makeup Line Pixi's makeup product line spanning Cheeks (On-the-Glow Blush, Bronze, SuperGlow, Sheer Cheek Gel, LiquidGlow Blush), Eyes (Endless Silky Eye Pen, EyeLiftMax, EyeDefineWaterline, Large Lash Mascara, Brow Tamer, eye palettes), Lips (LipGlow, LipLiftMax, MatteLast Liquid Lip, Lip Balms, HydraLipTreat), and Complexion (Correction Concentrate, H2O SkinTint, Flawless Beauty Primer, H2O SkinVeil).
• Bodytreats Body Care Line Body care line inspired by the most-loved Skintreats products for a head-to-toe Pixi glow, including Rose Body Polish and Rose Body Cleanser.

Quantifiable outcome

• Glow Tonic: 91% of consumers said the toner was hydrating
• +3 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• MaryamNYC (Maryam Maquillage)coreGTM or Marketing PartnerPixi has an ongoing co-created limited-edition collaboration with influencer/beauty creator MaryamNYC, branded "Pixi + Maryam Maquillage." The collab includes products such as the Maryam MatteLast Liquid Lip (Siesta Peach shade), the Dream-y Lit Kit, and the GRWM Routine bundle. The collaboration is featured prominently under the "Collabs" category and "TikTok Obsessions" collection on pixibeauty.com.
• Sanrio (Hello Kitty)coreOEM/ Whitelabel/ Licensing PartnerPixi has a Hello Kitty branded beauty collection, referenced under "Collabs" / "Hello Kitty Collection" on the navigation. The collection includes the "Pixi + Hello Kitty AnyWhere Palette" highlighted on the founder's blog. The collaboration leverages Sanrio's Hello Kitty IP for a co-branded beauty line targeted at fans of both brands.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Glossier: Iconic DTC beauty brand with a comparable direct-to-consumer model, owned e-commerce storefront, and cult hero SKUs (e.g., Boy Brow, Cloud Paint). Like Pixi, Glossier built a community-led brand with strong social proof and limited physical retail.
• The Ordinary (DECIEM): Accessible, ingredient-led skincare brand with hero exfoliating toners and serums positioned in the same masstige price band as Pixi Skintreats. Highly overlapping target customer (ingredient-savvy women) and DTC-led distribution.
• e.l.f. Beauty: Mass-affordable beauty brand spanning skincare, makeup, and tools sold through DTC plus mass and prestige retailers. Closely comparable accessible price points, multi-category breadth, and strong TikTok-driven acquisition model.
• Tatcha: Premium skincare brand with cult hero SKUs (e.g., Camellia Cleansing Oil, The Water Cream) sold DTC and through Sephora. Comparable brand-building approach via founder narrative, hero product-led marketing, and gift-set strategy.
• Drunk Elephant: Biocompatible skincare brand with proprietary formulation philosophy, strong hero-product focus, and DTC-plus-Sephora distribution. Comparable positioning in the active-ingredient skincare lane Pixi targets with Glow Tonic and Vitamin-C CremeSerum.
• Rare Beauty: Founder-led, digitally native beauty brand with community-led GTM, social-commerce virality, and Sephora distribution. Comparable brand-building mechanics — founder narrative, limited-edition drops, and TikTok-led discovery — that mirror Pixi's Maryam/Hello Kitty collab playbook.
• Tower 28 Beauty: Clean, vegan,敏感肌-friendly beauty brand with a strong DTC channel and Sephora distribution. Comparable positioning around fuss-free, multitasking, sensitive-skin-friendly formulations — directly aligned with Pixi's Colourtreats and Skintreats ethos.
• Youth To The People: Superfood- and active-ingredient-led skincare brand sold DTC and through Sephora. Comparable premium-accessible pricing, ingredient-driven hero SKUs (e.g., Kombucha Cleanser), and a similar masstige-prestige positioning to Pixi's Skintreats.
• Tarte Cosmetics: Multi-category beauty brand (skincare + color cosmetics) sold through DTC plus QVC/Ulta/Shoppers. Comparable multitasking and 'fuss-free beauty' ethos, broad hero-SKU portfolio, and gift-set-driven holiday strategy.
• Dr. Dennis Gross Skincare: Dermatologist-founded clinical skincare brand with hero exfoliating products (e.g., Alpha Beta Peel) and DTC-plus-Sephora distribution. Closely comparable in category overlap (acid-based exfoliants, vitamin C serums) and price tier to Pixi's Glow Tonic and Vitamin-C CremeSerum lines.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikTokpixibeauty.com/collections/shop-tiktok-faves
• LinkedInlinkedin.com/company/pixi-inc-

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 Pixi Beauty