Over 25 years ago, Petra Strand set out with a simple but transformative vision: makeup with the benefits of skincare, and skincare that leaves a lasting, lit-from-within glow.
In 1999, she opened a little boutique in London’s Soho to share skin-loving essentials that made beauty effortless—minimum effort, maximum glow. What began as one shop has grown into a global brand, but Pixi has never lost its heart. Every product is still personally developed by Petra, crafted with passion, care and her signature hands-on touch (she calls Pixi her “fifth child”).
From icons like Glow Tonic, beloved worldwide for its brightening, smoothing power, to multitasking heroes like On-the-Glow, Petra continues to create botanically infused favourites that deliver instant results with long-term benefits. Her belief has always remained the same: enhance, never mask, your natural beauty.

Our Founder
Petra Strand
As a makeup artist and busy mom of four, Petra knew exactly what was missing from her own routine. That real-life experience shaped Pixi into a collection of youth-enhancing, multi-purpose treats that save time without compromising on care. Guided by her Scandinavian roots, each product is enriched with botanicals and skin-loving ingredients that nourish as they illuminate.
"Pixi is about products that make you look as good as you feel, always bringing out the best version of you."
- Petra
The Icons

Our Magical Journey
25+ Years of Glow
What started as one woman’s vision is now an award-winning cult brand loved by experts, celebrities and millions of glow-getters around the world. Each Pixi formula is designed to deliver results you can see, feel and fall in love with—because beauty is about more than how you look; it’s about how it makes you feel: confident, radiant, and authentically you.
Innovative Faves

3 Million Strong
Join the Glowing Community
Today, Pixi’s glow shines in a vibrant global community of over 3 million Glow-getters on Instagram (and counting!). Your stories, looks and shared Pixi secrets inspire us every day. Together, we glow brighter.