London-based, certified organic pioneers in sensitive skin, Pai Skincare, has closed a £14 million Series C investment to fund future growth of the brand, led by France-based Famille C Participations, a private investment firm of the Courtin family who own the Clarins brand. The company previously invested in Pai in 2021 and now becomes majority shareholder; Pai Skincare Founder and CEW Board member, Sarah Brown, retains a significant shareholding.
2023 will see the funds accelerate growth in the brand’s home market (UK) in addition to breaking ground across Europe, expanding and supporting partnerships with key retailers including John Lewis, Sephora and Oh My Cream.
Pai remains dedicated to formulating and manufacturing trustworthy, clinically proven formulas that have minimal environmental impact – via their focus on zero waste or upcycled ingredients and by maintaining complete control of the brand’s West London production facility.
“Everyone told us it was commercial insanity to continue to formulate and manufacture our products in-house when it could be outsourced to the “experts”. Our belief is if you want your products to deliver a superior quality and performance, and guarantee end to end sustainability, you can’t outsource their creation. Process is everything.” said Sarah Brown.
One of few brands that can authentically claim to be “certified clean”, Pai products and business practices are independently accredited by COSMOS (Soil Association), The Vegan Society, Cruelty Free International and, most recently in 2022, B Corp.
Founded in 2007, by Sarah Brown and Ed Saper in response to Sarah’s hyper-reactive, sensitive skin, a direct cause of prolonged Chronic Urticaria, this heritage story drives the passion that still pervades the company today.
This is the root of the brand’s vision of multi-dimensional formulas that address both the customer’s skin and wellbeing needs. It is the guiding principle that keeps the brand ahead of its competitors in terms of innovation in the sensitive, efficacious skincare category and continues to give the brand its edge.
Prisca Courtin comments: “Famille C Participations has ambitions to become a world leader in responsible skincare, following investments and acquisitions made in this space in recent years. Famille C Participations is also relatively unique: it combines the advantages of an operating group with those of an investment fund with strong financial and strategic capabilities.
We support entrepreneurs who innovate and make a positive contribution to the industry. I have huge respect for what Sarah and Ed have built so far. We are committed to grow Pai and help it to reach its full potential, thanks to the quality of the products and formulas, and their high standards.”
