SPRINKLING PIXI DUST

Kannagi Desai spends a day with Petra Strand to gain insight into her cult brand Pixi Beauty and the rituals that keep her grounded

Petra Strand, the visionary behind Pixi Beauty, wears an incandescent glow that reflects her brand's 25-year legacy. On a crisp London morning, Strand is already at work, her routines a testament to the dedication she has for both her brand and her personal life. As I spend the day with her, it’s clear that Strand’s life is as dynamic and inspiring as Pixi itself.

MORNING RITUALS

Strand rises early, around 5 or 6 AM when the city is just beginning to stir. Her morning routine is a blend of ritual and reflection. “I start my day with a splash of cold water. It wakes me up and prepares me for what’s ahead,” she says with a smile.

As she applies her Vitamin C Tonic and DetoxifEYE Eye Patches, Strand shares what these products mean to her. “Launching Pixi in India was a milestone that made me incredibly proud,” she reveals. “Seeing our products become a part of people’s daily routines in new markets is fulfilling. It’s about staying true to our DNA while growing globally.” Her thoughts often drift to Pixi’s evolution as she prepares for the rest of her day. “Every product we create is embedded in the essence of our journey,” she says. “For example, when we launched 20 Skintreats products in one year, it was a pivotal moment. It demonstrated our commitment to providing high-quality, accessible skincare.”

POWERING THROUGH