London-based sensitive skin brand secures investment
from Luxembourg’s CAP Invest.
Pai says it plans to use the investment to double-down on
e-commerce, hire an experienced CTO and expand its global
direct retail operation. The brand will launch its first online
stores in Asia, scale up online marketing and bring web
development in-house.
Founder Sarah Brown says: ‘Pai has empowered thousands of women
to tackle their sensitive skin issues. Our ambition is to help
millions, which this investment will enable us to do.’
Thomas Riccobono of CAP Invest says: ‘Pai has a clear sense of
direction and successfully differentiates itself in the market.
The honesty and integrity of the brand especially resonated
with me. It extends beyond the beauty category, and operates in
that wellness and healthy lifestyle space, which I found to be
a refreshing approach.’
Founded by Sarah Brown in 2007 as a solution to her own skin
condition, the first products were made in her converted garage
in West London by hand. Pai’s products are all certified
organic by the Soil Association.
In July 2017 Pai opened a new purpose-built manufacturing
facility at its London HQ.
