Pixi Beauty Is Celebrating 25 Years With a New Limited Edition Collection
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25 years in business is a feat worthy of celebration—especially for a beauty brand. Founder Petra Strand launched Pixi Beauty in 1999 at her flagship store in Soho, London. The UK-based skincare and cosmetics brand has accomplished a lot in its 25 years, from partnering with Target to launching one of the first internet-viral products endorsed by bloggers (the original pre-social media tastemakers of the 2000s and 2010s), the Glow Tonic Toner, which remains one of the brand’s bestsellers.
In fact, even after a quarter century in business, the brand is still the leader in the “masstige” beauty space, a term coined for prestige beauty brands with accessible price points and often sold at drugstores. Unlike some of its peers, Pixi has managed to maintain its mass-market appeal (and sales, more importantly) in brick-and-mortar retailers while still cultivating an enduring fan following on TikTok, which is almost an oxymoron at this point.