portrait

In the bathroom of Sarah Brown, founder of Pai Skincare

For those with sensitive skin, her name has become a household name. Sarah Brown, founder of Pai Skincare, is one of the pioneers who shaped “clean beauty” as we know it today. From her Rosehip BioRegenerate Oil—which has since become “ cult ”—to increasingly specialized formulas for reactive skin, she has become an expert and reassuring voice for all those whose skin is going through a rough patch, at every stage of their lives. Today, she’s giving us a peek inside her bathroom… Meet an inspiring founder.

Tell us all about yourself

"I'm a mom of two boys; I was born in London, I'm half-New Zealander, and I spent part of my school years in Melbourne. Today, I live in West London, where you can often spot me on my bike as I make my way from point A to point B! I started my career in communications, specializing in marketing just about everything—from travel to cakes, credit cards, and Nike sneakers. I then found myself in the world of wine in California. It was a formative experience: I was at the heart of an international family-owned business, which gave me a behind-the-scenes look at the supply chain and taught me how to stand out on a crowded supermarket shelf!"

How did Pai Skincare get started?

"Like some of the greatest companies, the brand was born out of a personal problem and a garage... For a long time, I suffered from chronic hives that were difficult to treat. I couldn’t find any satisfactory solutions from doctors, but I told myself there had to be one. Eventually, I created my own products. I wanted to reinvent skincare—both in its form and in the sensations it provides—for people with reactive or sensitive skin. High-performance, 100% natural products (backed by evidence), beautifully presented, and ones I could use without fear of even the slightest irritation. My skin was hyper-reactive, so I felt like I had few options, even though I wanted it all at once!"

How is Pai's philosophy reflected in his formulas?

"Products formulated to suit sensitive or sensitized skin: that is our cornerstone, and it is non-negotiable. But our formulas must also address a real consumer need, target a specific skin concern, and provide daily nutritional support. Thanks to advances in biotechnology, we are able to produce 100% natural, concentrated, and results-driven active ingredients—such as retinoids and niacinamide—which until now were only available in synthetic form. But they are just one piece of the puzzle."

"Our philosophy is that the skin also needs proper nourishment—rich in vitamins, antioxidants, and fatty acids. The analogy with nutrition is key: you wouldn’t eat ultra-processed foods or fast food every day while relying on a single vitamin to maintain your long-term health. It’s the same for the skin: it needs all its nutrients every day—not just cutting-edge active ingredients—to stay healthy over the long term."

It was around the time you turned 25 that your skin changed almost overnight. How do you look back on that period today?

"A shared perspective. Without that experience, Pai wouldn’t exist. But at the time, I felt completely helpless and self-conscious. I lost all my self-confidence, and it took me years to regain it. Anyone who has ever struggled with skin problems knows just how overwhelming those negative feelings and thoughts can become."

What does your self-care routine look like today?

"Start and end the day on the right foot, because everything that happens in between is bound to be chaotic and unpredictable. In the morning, that means fueling up: for breakfast, I have homemade granola packed with seeds, berries, and nuts, along with a cup of Sencha green tea. In the evening, I treat myself to a deep skin cleanse (and a moment of calm) withSevenPai Skincare’sLight Work Cleansing OilandMiddlemistCream Cleanser.It’s a very gentle cleanser that I use with our organic muslin cloth, which is also very soft. I also use our famous BioRegenerate Wild Rose Oil, and the trick here is “less is more”: I apply just two or three drops and gently pat them onto my face.

A good hair brushing before bed is also a natural way to wrap up the day. I love my No. 1 Universal Brush from La Bonne Brosse. It puts me in a good mood every time I use it."

Which two Pai Skincare products could you not live without?

"The Mist Century Flower Barrier Defense Mist, which I use more often than any other product in our line—4 to 5 times a day, often. I’m a die-hard fan of the mist! I spray it between each step of my routine to build up layers of hydration, and also on my foundation brush for an incomparably fresh and luminous finish. I also love our NAD+ Renewal Serum, the product that’s had the biggest impact on my fine lines—and the fastest."

Beyond skincare, how do you take care of yourself?

"Getting a good night’s sleep is my top priority. There’s almost no problem that can’t be overcome after a good 8-hour night’s sleep! I also started strength training a year ago, and I wouldn’t go back for anything in the world. I used to be completely against going to the gym, but it has completely transformed my health and the way I feel in my body. On the weekends, I bake bread and read. These two activities calm my mind and fuel my creativity."

Has your relationship with your skin—and with beauty more broadly—changed over the years?

"I feel more confident and happier in my own skin with each passing year. And I’ve done it without any cosmetic procedures—I’m proud of that (but I’m not judging if that’s your choice!)."

What's the best beauty tip you've ever been given?

"‘Less is more’ and ‘Don’t pick at your pimples .’ Two pieces of advice from my mom when I had acne as a teenager. We often tend to bring out the heavy artillery against blemishes, but that can create a chain reaction of other imbalances and end up being counterproductive. Today, I recommend focusing instead on finding your ideal cleanser—one that doesn’t strip the skin or disrupt its pH balance—because that’s what triggers a series of problems that even the most expensive serum won’t be able to fix."

What would you say to someone who is going through a molting process?

"Your skin is like a fingerprint; it belongs only to you. So instead of desperately following the often contradictory advice you find online, take back control by listening to the signals your skin is sending you."

"Keeping a journal has changed my life. Every day, I wrote down what I ate, my menstrual cycle, my stress levels, the quality of my sleep, and how my skin was reacting. It’s tedious, but over time, it’s amazing to see the patterns that emerge—and they’ll help you make informed choices, both in terms of products and lifestyle. Take it one step at a time, and be patient: each of these small steps will lead you toward happier, healthier skin that you can count on."

How would you like to see Pai evolve in the future?

"I hope Pai continues on its path, continuing to demonstrate and prove just how much products based on the science of nature can transform the skin. The possibilities are endless."

Sarah Brown's Selection

Vendor

Product title

Vendor

Product title

Vendor

Product title

Vendor

Product title

Vendor

Product title

Vendor

Product title

Vendor

Product title

Discover Pai Skincare