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London-based sensitive skincare brand Pai Skincare has closed a £3.45 million (€4 million/USD4.5 million) Series A investment led by Luxembourg based CAP Invest.

Pai plans to double-down on e-commerce, hire an experienced CTO/head of e-commerce and expand its global direct retail operation. With six websites covering Europe, North America and Australia, the UK-based business will launch its first online stores in Asia, scale up online marketing and bring Web development in-house.

Founder Sarah Brown says of the new investment: “Pai has empowered thousands of women to tackle their sensitive skin issues already. Our ambition is to help millions, and that’s what this investment is going to help us to do.”

“Pai has empowered thousands of women to tackle their sensitive skin issues already. Our ambition is to help millions, and that’s what this investment is going to help us to do”

CAP Invest is adding to its already comprehensive portfolio of brands including Oh My Cream, Big Fernand, Gault & Millau and StaffMatch. Thomas Riccobono of CAP Invest comments:? “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, Pai’s certified organic products are now established as a premium choice for consumers with sensitive skin types. High profile supporters include Natalie Portman and Emily Watson.

In July 2017 Pai will open a new purpose built manufacturing facility at its London HQ. The investment isaimed at helping create new skilled NPD and manufacturing jobs in London.

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About the Author

Jane Wolfe

Deputy Editor
Natural Products News deputy editor Jane Wolfe re-joined NPN in 2013 having previously worked for the magazine as a sub and freelance journalist from its Steyning beginnings.

Articles by Jane Wolfe
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