Pixi Beauty's debut in India in 2019 marked an exciting new chapter for skincare enthusiasts. Founded by Swedish makeup artist Petra Strand, Pixi Beauty has grown from a small UK-based brand into a globally celebrated name, revered for its focus on natural, glowing skin. Petra, with her background in makeup artistry and a deep love for skincare, envisions beauty as an enhancement to your natural beauty, not hide it. "I believe in healthy skin, enhanced with dewy pops of colour that bring out your natural glow," she says, emphasizing that Pixi products are designed to make beauty effortless and radiant. Today, Pixi Beauty has gone global, stocked by major retailers and adored by a loyal following. It’s a brand that resonates with those who prefer a less is more approach and seek products that blend skincare with beauty.
We sat down with Petra to tell us a bit about Pixi’s plans for India and an insight into a woman who knows how to enhance her beauty by keeping it simple and effortless. At the heart of Pixi’s product line is the iconic Glow Tonic, a cult favourite that is based on its philosophy of gentle, effective skincare. Reflecting on the creation of this celebrated product, Petra shares, “I wanted to create the perfect skin prep before makeup—something gentle yet impactful. Our skincare is created to achieve the most healthy, glowing skin and that’s the base for all makeup to look good. Glycolic Acid was key for its exfoliating benefits, combined with botanicals like ginseng for hydration.” She admits that while she hoped it would resonate, she was "pleasantly surprised by the immense popularity" that followed. This cult-favourite product helped put Pixi on the global beauty map, setting the brand apart in the skincare world. Over the years, Pixi expanded its range to include makeup, skincare, and hybrid products that keep a fresh, natural look at the core of every item.
Petra’s Scandinavian roots also inspire Pixi’s ethos of clean beauty. Growing up surrounded by nature, she developed a love for simplicity, translating to products that prioritise ingredients and efficacy. “In Scandinavia, clean water and clear air lead to healthy skin. That’s the beauty base I wanted Pixi products to achieve—pure, radiant skin that looks good even without makeup,” she explains. This foundation of natural beauty has driven Pixi's approach to beauty as a celebration of authenticity. The brand is also firmly rooted in sustainability, a commitment that resonates with the growing eco-consciousness in India. “Pixi has been eco-friendly for 25 years,” Petra proudly shares. “Our products are all recyclable or biodegradable, and we’re entirely vegan.” This dedication to sustainability extends beyond product packaging to Pixi's philosophy, embodying a responsible approach to beauty.
With Pixi’s entry into India, Petra aims to cater to a market that values natural ingredients and timeless beauty. “India has so much love for vibrant colours and glow, which aligns beautifully with our products,” she says. Recognizing India’s festive and expressive beauty culture, she highlights Pixi’s Endless Silky Eye Pen range, which brings rich shades and luminous finishes suited to Indian tastes.
Looking to the future, Petra envisions a long-standing relationship with the Indian market. "We want to keep learning and supporting our customers in India, investing in education and beauty know-how," she says. Her goal is to connect with a wide audience, offering products that not only align with the ethos of simplicity and beauty but also adapt to the vibrant spirit of Indian consumers. Through Pixi, Petra Strand continues to champion beauty that enhances, empowers, and truly reflects the best version of oneself.
Pixi’s journey has shown that even in a fast-paced industry, authenticity and simplicity still captivate consumers.
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