Our mission is to help everyone with sensitive skin not only through our products, but also the advice we give and by changing the skin care industry for the better.

We have empowered hundreds of thousands of women to tackle their sensitive skin issues already. Our ambition is to help millions. Our wider philosophy is simple: Pai means “good” in Maori (my Mum is a kiwi!), and that sums up what we’re about. Our aim is to be a responsible business, and that spans everything - from how we treat our customers to our environmental commitment.

We use organic ingredients because we believe they are best for sensitive skin. So if sensitivity is your primary concern, start by substituting any products that don’t sit comfortably on your skin.

The best place to start is usually your cleanser. These often contain hidden detergents and lead to skin imbalances. Once the skin is rebalanced everything else falls into place! Our Camellia & Rose Gentle Hydrating Cleanser is really gentle and doubles as an eye makeup remover. It gently lifts away dirt and impurities without stripping the skin, so you never get that tight feeling after use. If you’re more motivated by the health and wellness benefits of going organic, then instead start with the products that i) cover the largest surface area of skin and ii) are absorbed in - so a body cream for instance over a wash-off product. Our Comfrey & Calendula Calming Body Cream is suitable for eczema-prone skin and is also a brilliant after-sun. It’s particularly soothing applied cool on to sunburn.

The Pai Rosehip BioRegenerate Oil a game changer. It’s an extraordinary one ingredient product with a 100 different skin uses. Everyone should have one in their bathroom cabinet.

Rosehip has really high concentrations of Omegas 3, 6, 7 & 9 and Carotenoids which fuel skin regeneration - this makes it great for anything from scarring to blemishes. Our Rosehip BioRegenerate Oil is the most concentrated rosehip on the market (you can tell by it’s vivid colour) because we extract the whole hip, not just the seeds. It’s best to pat 2-3 drops into clean, slightly damp skin. I use it daily before bed as a facial oil, and occasionally add a drop into my moisturiser when my skin is in need of extra nourishment.

Our Rosehip BioRegenerate Oil is my desert island product.

But I also have a new found love of our latest launch - our Back to Life Hydration Serum. It’s like a glass of water for your skin. I really wanted to formulate a serum for people like me, who can’t usually tolerate serums. That’s what this serum is in a nutshell - it gives a hydration boost without any irritation.

‘Clean Beauty’ means different things to different people. For some it means products without synthetic ingredients or non-toxic. To others it means certified organic with zero compromise. Despite its ambiguity, the ‘Clean Beauty’ movement is having a positive impact on the industry. It’s encouraged people to ask more questions about the products they use, and become better informed about ingredients.

The 'Clean Beauty' movement has given truly organic brands, like Pai, a brilliant platform to educate people on the extraordinary remedial properties of natural ingredients.

Lack of transparency remains a big issue in the industry though - so customers need to stay vigilant. If you are paying a premium for a natural product, you need to know you are getting an authentic one!