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Pai Skincare, reimagined for a new world of sustainability

by Arun Shirishkar

Pai Skincare’s relaunch is far-reaching and focuses on storytelling and sustainability.

New Thought. New Outlook.
Sarah Brown, the company’s founder explains, “The pandemic really brought home Pai’s relevance now, seeing the upheaval it caused in our customers’ lives. The way we behave and shop is shifting, in a seismic way, toward conscious consumption. A purchase now represents your values, a demonstration of shared beliefs between customer and brand.”

The Covid-19 era brought complexities and positives for the brand too. The brand wanted to capture the essence of ‘who we are, what we do and what matters to us.’ Pai’s philosophy is that well-grown, carefully extracted organic ingredients result in great products.

Each product now has a new name and unique design interruption to bring to life its core benefit, reason for being, or hero ingredient. The patent-pending outer carton “magically” unfolds to unveil the back story. The brand’s new logo and packaging have been designed by Toronto-based creative agency Concrete.

Sustainability—The No.1 Priority
Sustainability was the No.1 priority for Pai’s packaging updates. Brown says every component was painstakingly reviewed and modified to improve its carbon footprint or recyclability. They are a unique patent-pending design that removes the need for adhesives and leaflets—see how it folds in the brand’s Instagram post below.

The cartons are laminate-free, made from 50% recycled /50% FSC board with biodegradable tamper seals. Fifty-percent of the primary packaging (bottles) is glass; and tubes comprise a minimum 40% PCR plastic with the remainder from bio-based (sugar cane) material. A new recycling guide on Pai’s website educates customers on how to disassemble packs and recycle each element.

Independently Certified
Pai is certified by COSMOS, Vegan Society, Cruelty Free International and London Living Wage.

“These are kitemarks of authenticity,” says Brown. “The term ‘clean’ has pervaded the natural category in recent years, but carries no definition and we’re at a point where brands invent their own self-referring standards with no scrutiny or objectivity. With organic products costing on average 1,000% more to produce, certification has never been more important to stop ‘cleanwashing.’ It provides a robust framework developed over years in consultation with industry and is a reassuring beacon for customers in a hard-to-navigate world.”

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