Over 25 years ago, in a world that celebrated heavy coverage and complex routines, Petra Strand introduced something quietly revolutionary: the belief that you are already beautiful.
In 1999, from a tiny boutique in London’s Soho, she launched Pixi with one transformative idea; that beauty should be effortless, empowering and truly kind to the skin. Her philosophy, “enhance, never mask, your natural beauty” wasn’t just a tagline. It was a challenge to an entire industry.
What began in that one small shop, where Petra and her sisters worked late into the night, often sleeping in the basement just to keep the dream alive, has grown into a global movement of glow-getters who believe in simplicity, authenticity and self-care as daily routines of empowerment.
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