September 15, 2022

A Look Into Pai's Certified Organic Skincare

Sarah Brown launched Pai Skincare in 2007 after struggling with a common but understudied skin condition that left her with reactive, hive-prone skin. Frustrated with the confusion of traditional beauty labels and marketing, she has made it her mission to offer safe, efficacious skincare for even the most sensitive skin types. We sat down with Sarah to catch up on Pai’s latest launches, the products she thinks are the most undervalued, and whose makeup bag she’d love a peek into.

Name: Sarah Brown

Profession: Pai Skincare Founder

Current location: Soho, New York City

What are words you live by?

The James Thurber quote, “Don’t look back in anger or forward in fear, but around in awareness.” For me it sums up what you need to be a business owner.

What first attracted you to the beauty industry?

I wasn’t attracted to it, I was forced into it. I have an extreme skin condition called urticaria that forced me to be hyper aware of what was in my beauty products because I was so reactive and would get terrible rashes. It pushed me to learn how to read labels and get through the confusion to discover how impactful some ingredients can be.

If you could tell yourself in 2007 (when the brand launched) anything, what would it be?

I would tell myself to do it, even though it will be hard. Also to raise money earlier, learn how to focus on one thing at a time, and hire people where you are weakest.

What was the first product you created?

The first Pai product I created was The Pioneer (hence the name!), a mattifying moisturizer. It is a product I still use.

What Pai product is a sleeper hit (maybe not the best seller, but you think it should be) and why?

Virtuous Circle Eco-Bead Exfoliator brought me back to life after having newborns when I barely knew my own name. Polly Plum Calming Body Cream is so nourishing and smells delicious. I keep a tube of it in my fridge for when I am having a urticaria reaction.

Virtuous Circle Eco-Bead Exfoliator

Polly Plum Calming Body Cream

When did you know you “made it” as a brand?

When we began selling in Whole Foods in the UK, the manager of the whole body area called me to say that I’d made it because people began stealing our testers! A lifetime achievement was receiving the Queen’s award for enterprise. Walking through the gates of Buckingham Palace was such a validating moment.

What is one surprising thing people might not know about Pai?

Our product names often have funny backstories. There are lots of personal, musical and cultural references. For instance, Resurrection Girl was inspired by the pandemic. I felt like it was a time to reinvent ourselves in a bold and positive way so we were inspired by that and the Alicia Keys song Girl on Fire which felt so relevant to what many women went through during that time.

Who first taught you about beauty?

My mum is the most low maintenance person - she only used Pond’s cold cream when I was growing up. She taught me that less is more. When you struggle with a skin condition, often the more simple your routine is the better. She uses Pai now!

Walk me through your beauty routine starting in the morning.

In the morning I use our Middlemist Seven Hydrating Cleanser with a hot cloth, Century Flower Barrier Defense Mist, C-2 Believe Vitamin C Brightening Moisturizer, and then SPF.

I like to add drops of Impossible Glow in bronze into my sunscreen for a warm, natural glow. Those can be mixed with moisturizer, foundation, applied to the skin directly, or even added to body cream.

Pai Impossible Glow Bronzing Drops

When I have an event I use Westman Atelier: the Vital Foundation Stick and Baby Cheeks Blush Stick in shade Nude Peach on my lips and lids. For special occasions I will add their Eye Pods in the color Rendez Vous and Eye Love You Mascara with RMS Kohl Eye Pencil, which applies beautifully and does not irritate my eyes. I finish by dabbing Impossible Glow in champagne across my cheekbones as a highlighter.

Vital Skin Foundation Stick

My hair texture is thick, wavy and hard to tame. I just bought Virtue's The Polish Un-Frizz Cream. It has been terribly humid in New York, and I found that this cream kept the frizz in check. In the evening, if I have worn makeup I will double cleanse with our Light Work Cleansing Oil.

Light Work Cleansing Oil

I use Century Flower Barrier Defense Mist between layers for more even product application (especially before oil). If I am breaking out I will use the All Becomes Clear Blemish Serum followed by Carbon Star. If my skin is normal I’ll use Back to Life Hydrating Serum with the Rosehip Bioregenerate Universal Face Oil. If my skin is aggravated I’ll use the Instant Kalmer Serum and The Light Fantastic. Once a week I will use our Virtuous Circle Eco-Bead Exfoliator. It is the most gentle polish and it leaves your skin so fresh.

Is there a treatment that has been life changing for you?

Every once in a while I get an acupressure treatment called Daoyin Tao that is a form of scalp, neck, face and shoulder massage that uses pressure points. It puts me in the deepest meditative state. I also get a regular massage once a month.

If you could get a peek into any person’s makeup bag, who would you choose and why?

I would have loved to look into Marilyn Monroe’s, but for now I’ll say Kristin Scott Thomas. She has aged so beautifully and I’d like to think there is some Pai in there.

Who do you look up to in the beauty world?

I am on the executive committee of CEW (Cosmetic Executive Women) and its members have been incredibly helpful for me. In their own different ways they are all at the top of their game. Also, Trinny Woodall has such expertise and has truly built a community. She understands women and what it is like to be a woman that is getting older.