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.
