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Brief Published: 30 Oct 2020

Pai Labs: Quick-to-Market Beauty Innovation

Pai Labs

Organic British skincare brand Pai is leveraging its in-house formulating expertise and on-site manufacturing facility in a new Pai Labs innovation incubator, which quickly develops and markets direct-to-consumer skincare must-haves. At a time when people’s beauty and personal care needs are in constant flux, this shrewd launch capitalises on new trends, and fast.

The brand developed this new incubator to bring product ideas to market faster and with more creative freedom, spurred on by the changing needs of consumers in the wake of Covid-19. The first three products to come out of Pai Labs are Covid responses. Acton Spirit is the brand’s hand sanitiser, which launched in March with a ‘buy one, donate one’ initiative, while Soapsud Island Gentle Hand Wash is designed for high-frequency hand washing and those suffering from sensitive, reactive and easily irritated skin.

The third and latest product, Free Bird Hand Serum is billed as an industry first – an innovation gel-cream developed with organic emollients and inulin (a prebiotic fibre) to counter skin dryness and imbalances. A triple oil blend of extra virgin olive, sunflower and jojoba oil nourish the skin, while the inulin rebalances the skin’s microbiome to boost its natural defences against harsh cleansers and environmental stresses.

“Pai Labs is all about driving innovation at the company. Bringing to life products we suddenly need, or love, more spontaneously,” said Pai founder Sarah Brown.

Aside from new pandemic needs, Pai Labs will react to global trends and respond to consumer ideas with new product initiatives. Shrewdly, it will also provide a platform for customers to have their say, whether it be products they want the brand to make, or formula changes and ingredient inclusions. They will also help decide which products make it into the permanent Pai Skincare line.

A big brand learning since the pandemic is the need to pivot quickly to cater to new needs and desires. For more, see Cosmetics in the Wake of Covid-19.