My first introduction to the Pai Skincare line of products, specifically created for sensitive skin types, was last winter, when my skin suddenly broke out in itchy hives on my T-zone and cheeks. I have the most sensitive skin imaginable, getting a rash from bearded friends who greet me, to reacting to laundry detergents and at times even breaking out into hives from perfume. It just so happens that a similar skin frustration was what launched the existence of Pai in the first place.

I blamed my diet, painkillers for a headache I took days before, even the food I had been eating – anything but the products I was using, as all of them were organic and natural. Little did I know, that even the most natural ingredients can cause sensitive skin to go mad. Within a week, I didn’t even feel comfortable leaving the house, feeling overly self-conscious about my appearance. A bad skin day can do that to you, and if anyone knows that, it’s Sarah Brown, founder of Pai.

How it all started

Before creating and launching her own line of completely organic and natural sensitive skincare products, Sarah considered herself the average beauty consumer. She used different types of products without putting much thought into what they actually contained.

Sarah: “Pai was born out of my frustration at being unable to find suitable products for my own sensitive skin. In my mid-twenties I developed a condition called Chronic Urticaria; overnight my skin went into total meltdown and never really recovered.
In desperation, I turned to natural and organic products but found it such a frustrating shopping experience. Most of the products weren’t natural at all, and my skin couldn’t tolerate those that were. I’d hit a brick wall.

I finally took matters into my own hands with product diaries, food journals and proper research about my condition. In time, I learned how to manage my skin better. I knew there had to be other people in the same boat as me and felt compelled to create my own line of truly organic products backed up by certification and underpinned by a brilliant customer support network.
I retrained in cosmetic formulation, having worked in PR before, and started creating my own products from a converted garage. Almost nine years later, here we are!”

The here that Sarah refers to is an extensive selection of skincare products that are packed full of skin healing, protecting and regenerating organic extracts—plenty of options for nursing damaged skin back to full health.

‘Goodness’, in every sense of the word

“Pai means ‘goodness’ in Maori – my Mum’s a Kiwi, so it’s a little nod to her,” Sarah tells. “The idea of goodness is something we believe extends through the whole company – from making the best products from the cleanest organic ingredients, to offering the best customer experience.”
To be able to create good, clean products, Sarah believes it all starts with transparency, for example by simplifying the ingredients of Pai products in plain English on the product label.

Sarah describes the philosophy behind Pai as such:
“Pai is for people with sensitive or difficult skin. Our products are certified organic by the Soil Association and are free from all common irritants, harsh preservatives and synthetics. We believe great products start with great ingredients – it’s a simple equation.

We’re fanatical about the ingredients we use. They have to be lovingly grown, cleanly extracted and carefully handled during manufacture. All of this care and quality results in products that feel beautifully clean on the skin, and work hard day in and day out to soothe, rebalance and restore your skin’s natural radiance.”

Taking risks and building momentum – in a garage

Being the founder of an internationally acclaimed line of amazing skin care products didn’t just happen overnight. Sarah started out in her own garage, after having converted it into a small-scale laboratory.

Sarah: “I had to go right back to basics, starting out with simple formulas and taking a few crafty courses on how to make my own lip balms and creams. I used very simple but very high-quality, organic oils and they completely transformed my skin. I loved it – it was a very defining moment for me, I thought: ‘wow I’ve made a cream’.
I spent two years researching ingredients, testing the products on my own skin and even requesting friends with difficult skin to test them too. It was quite a simple process really. I took baby steps and launched with six products in 2007.”

At that stage, Sarah hired her first cosmetic chemist, who is still part of the Pai family today, which now contains three chemists out of a staff of 20.
“We actually have more chemists than sales people, which is funny,” Sarah laughs, adding: “I started with absolutely nothing, with nothing to fall back on. It was very risky, but I learned so much by doing things the trial and error way.
I sometimes worry about brands that launch with half a million in the bank. On one hand I imagine what I could have done if I had that money – but nothing gets you out of bed quicker than worrying about how you’re going to pay your only member of staff. The business grew very slowly at first, but now we have started to build momentum. I started in a garage and we’re moving to 25,000 sq ft factory next year.”

 Impressive moves for a company that was once a one-woman show, having thought to be mad by friends and family for quitting her job and taking on such an endeavour. From experimenting with her own skin, trying to find the right consistencies, and figuring out the right ingredients, Sarah has a huge know-how on what works, and what doesn’t, for sensitive skin.
“We use a mixture of tried and tested sensitive skin soothers, like Chamomile, Rosehip and Calendula – combined with breakthrough organic ingredients such as Echium and Copaiba.
We have one of the strictest ingredient policies on the market, so all of our raw materials and organic botanicals are of the highest possible quality. We source ingredients from all over the world and extract them very carefully to ensure no oxidization or degradation of their properties. For example, our Chamomile comes from Germany and our Rosehip (Editors note: Pai Rosehip oil is nothing less than a cult classic by now!) from the very high altitude in Chile – both the best possible sources. Our team of cosmetic chemists and formulators are constantly scouring the globe for the best organic actives and breakthrough ingredients.”

On a personal note

Having just given birth to her second son, her business at times feels like another child. Sometimes it’s hard to switch out of the work mode with all that is going on.
“My idea of relaxing right now is sleep!” Sarah exclaims. “I’m also a big believer in ditching the TV, phone and laptop in the evening – instead listening to some good music and enjoying a glass of red wine.”

And rest is exactly what she’ll need, seeing as Pai has some exciting new products in the pipeline for 2016.

As for my own skin, it slowly but surely recovered. This was in a large part due to Pai’s Geranium and Thistle Rebalancing Day Cream, which has been a standard addition to my bathroom cabinet ever since. My own tip for those of you with sensitive skin like my own is to guard your stress levels closely, and even if a product is organic, always double check the ingredient list. Research if there are known irritants for sensitive skin types, and if so, stay far away from it. It might save you a lot of itching, and not to mention money.

The entire range of Pai Skin Care Products can be found and ordered here!