HELLO! India Exclusive: Petra Strand waves her magical 'Pixi' dust

She started with a small boutique in Soho, London, in 1999 — decades before much of the beauty industry was driven by social media. Yet, 27 years later, her Pixi Beauty retains a loyal following, holding strong on the belief that a product has to do more than sound impressive — it has to feel good, help you look good, and make sense in your life. 

In an age of aggressive actives and complicated 12-step routines, founder Petra Strand reveals how she has kept her brand refreshingly uncomplicated. 

HELLO! India: You blended skincare and makeup in your products long before ‘clean girl beauty’ and ‘skin-first makeup’ became industry buzzwords. Did you always sense the world would move towards this softer, more natural philosophy of beauty? 

Petra Strand: I didn’t see it as a trend. I saw it as something women were already asking for, even if the industry did not yet have the language for it. Growing up in Sweden, beauty was never about looking overly done. It was about fresh air, healthy skin, simplicity, and balance. Later, when I became a makeup artist, I noticed the same thing repeatedly: people did not want to look masked or transformed. They wanted to look rested, radiant, and like themselves. So, I’d often mix skincare into foundation because I wanted makeup to move with the skin, not sit on top of it. At that time, skincare and makeup were treated as two completely separate worlds, but to me, they always belonged together. 

HELLO! India: You juggled multiple worlds as a makeup artist, a product developer, a mother, and then an entrepreneur. How much of your brand was born from necessity rather than ambition? 

Petra Strand: Pixi was born much more from necessity than ambition. As a makeup artist, I could never find exactly what I wanted — textures that felt nourishing, colours that looked fresh, and products that made skin look alive in real life, not just under perfect lighting. So, I started creating them myself, often at my kitchen table. 

At the same time, I was a mother trying to build something meaningful. There was no big corporate plan. In the early days, my sisters and I worked incredibly long hours at our Soho boutique. It was survival, love and belief. I knew we could approach beauty as something more skin loving and joyful. 

HELLO! India: You launched before social media, influencer marketing, or even the modern skincare boom existed. What did it take to build cult loyalty organically at that time? 

Petra Strand: Back then, you couldn’t build a brand with one viral moment. Trust had to be built one customer at a time. 

Our Soho boutique was much more than a shop — it was like a little beauty home. Women would come in to talk about their skin, their routines, and their lives. I’d spend hours helping them find the right texture or shade. Those conversations helped shape the brand. 

There were also very difficult moments. We hand packed products, mixed formulas, answered every question ourselves, and hoped we’d make enough to pay the rent. It was exhausting but all driven by passion and purpose. 

One of the most emotional moments for me came years later, when women who had shopped with us in those early Soho days returned with their daughters. It made me realise we had become more than a product in a makeup bag — we had become part of their memories. That kind of loyalty can’t be manufactured. 

HELLO! India: Your Swedish roots and Scandinavian minimalism seem deeply embedded in the brand DNA. How did your upbringing influence your work? 

Petra Strand: It shaped everything! In Sweden, there’s a very natural relationship with beauty. As a child, I spent so much time outdoors, around forests, lakes, and open spaces. That feeling of healthy skin after being outside, that natural flush and freshness, has always stayed with me. 

My grandma was also a huge influence. She believed in taking care of yourself gently, consistently. Nothing extreme or forced. Just small routines, done with care. That philosophy became part of Pixi. Even our idea of “glow” comes from that Scandinavian sensibility. It’s not about looking perfect or overly polished, but looking healthy, rested, and full of life. 

HELLO! India: India has become one of the most exciting and competitive beauty markets. Are there specific skincare or makeup habits here that you find especially interesting or inspiring? 

Petra Strand: In India, there’s such a beautiful relationship between tradition, everyday routines, innovation and self expression. I’m really inspired by the importance placed on skincare routines and radiance. Glow has always been such a vital part of the Indian beauty culture but not just superficially — it’s connected to care, wellness, and confidence. 

There’s also such joy around colour in India: luminous skin, beautiful blush tones, expressive eyes, warmth, and personality. I find that incredibly inspiring because Pixi has always believed beauty should feel alive. 

HELLO! India: What’s one beauty myth you wish people would stop believing? 

Petra Strand: That more is always better. More steps, more products, stronger actives, and heavier makeup are not always the answer. You don’t need to overwhelm your skin or transform your face to look beautiful. Sometimes, a simple routine you actually enjoy consistently is most powerful. 

HELLO! India: How do you stay relevant in a world where new brands crop up every day, driven by celebrities or virality? 

Petra Strand: By staying honest. We don’t launch something simply because the market is talking about it. A product has to solve or simplify something. And I’m still very hands-on with product development and ask practical questions. Would I use this every day? Does it make skin look healthier? Does it make life easier? If the answer is no, then it’s not right for us. 

We’ve also been lucky to grow with our community. Some customers discovered us years ago, and now, a younger generation is discovering us through social media and creators. That balance means the brand has history as well as fresh energy. 

HELLO! India: Finally, when you think about your legacy, what do you hope people associate with you?

Petra Strand: Beyond our products, glow-giving formulas, and skincare-infused makeup, I hope people remember how Pixi made them feel — comfortable and confident, with the reminder that beauty does not have to be about perfection.