Born in a tiny boutique just off London’s iconic Carnaby Street, Pixi began as a deeply personal vision of founder Petra Strand—a working makeup artist and mother of four—who believed that colour cosmetics should feel as kind and nurturing as skincare. What started at her kitchen table, with early formulas tested on herself and her clients, has today evolved into one of the world’s most loved beauty brands, without ever losing its original soul.

Petra Strand’s philosophy was simple yet revolutionary: create joyful, easy-to-use products that enhance natural beauty, treat skin gently, and deliver maximum glow with minimal effort. This ethos continues to guide Pixi today. Despite its global presence across more than 60 countries, every Pixi product is still personally developed by Petra, who remains the creative force behind each texture, shade, and ingredient.

From the cult-favourite Glow Tonic to the now-iconic On-the-Glow Blush, Pixi’s portfolio is not driven by fleeting trends but by enduring trust. The brand’s signature green packaging and skin-loving formulations have helped it grow organically through word-of-mouth, glowing results, and loyal communities that span generations of beauty lovers.

To celebrate this journey, Pixi has unveiled two thoughtfully curated collections that reflect both its legacy and its forward-looking innovation: The Heritage Edit and The Innovation Edit.

“Everything I create starts with what I've needed in my own life, as a mother, a makeup artist and someone who wants to glow but doesn’t always have time. That’s what Pixi is about. Helping people feel confident in their own skin, with just a few easy steps,” shares Petra Strand, Founder of Pixi.

The Heritage Edit: The Icons

The Heritage Edit brings together the original formulations that shaped Pixi’s identity and earned a permanent place in beauty routines worldwide. These products continue to set the benchmark for multitasking beauty that prioritises skin health.

At the heart of this collection is Glow Tonic, originally created by Petra for clients seeking gentle exfoliation without irritation. Powered by 5% glycolic acid, aloe vera, and ginseng, it refines texture and reveals brighter, smoother skin. Other iconic products include Rose Oil Blend, inspired by backstage rituals for dry, jet-lagged skin; DetoxifEYE under-eye gels designed to depuff and refresh; Hydrating Milky Mist, a featherlight moisture boost; and Flawless Beauty Primer, a glow-enhancing shortcut to radiant skin.

The edit also features long-time favourites such as Endless Silky Eye Pen, Sheer Cheek Gel, and +Hydra LipTreat, each reflecting Pixi’s commitment to effortless application, comfort, and skin care benefits.

The Innovation Edit: The Future Icons

Carrying Petra’s original vision into the future, the Innovation Edit showcases new-age hybrid products designed to simplify routines while elevating glow. These launches reflect Pixi’s evolution without compromising its foundational values.

Highlights include Antioxidant Tonic, a 3-in-1 toner, essence, and hydrator; +Rose Essence Oil, a tri-phase blend combining the lightness of an essence with the nourishment of an oil; and the viral On-the-Glow Blush, created for quick, on-the-go colour that hydrates as it enhances.

The collection also introduces On-the-Glow BASE, a skincare-infused foundation stick; Rose Ceramide LipPatch for instant lip hydration; LipTone, a pH-adaptive tinted balm; and HandHero, a deeply nourishing hand cream designed to protect and repair.

Ready to Glow

Together, these curated edits celebrate everything Pixi has stood for since its inception: thoughtful formulations, skin-first beauty, and products that help you look good, feel good, and glow effortlessly. Whether rediscovering the brand or experiencing it for the first time, Pixi continues to prove that authentic beauty, built on care and consistency, never goes out of style—and the glow is only just beginning.