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Meet Petra Strand of Pixi

Today we’d like to introduce you to Petra Strand.

Petra, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I have been a make-up artist for over 25 years and I started Pixi in London 18 years ago.

I opened my 1st store in Soho London and it stocked Pixi Color & skincare.

Pixi was a passion project for me as I was continually searching for products that were cruelty free with botanical extracts in the color as well as the skincare. I wanted products not just for my kit but for me, that were multipurpose pro-quality but super flattering, essentially products that comprised of quick fixes and formulations that were beneficial to the skin.

I remember the 1s’t message we ever put on the window was *I just want to look like I have had a good night’s sleep* and it just really resonated with people. From that store in London the business has grown and we have taken all of the elements from the store and transported it to Venice and added some really unique experiences like the treatment rooms offering our bespoke Pixi facials.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The brand has grown at a steady pace, we have been very mindful of not over expanding in the beginning and because the vision for the brand has been constant and it has not deviated from the original message it has been a relatively smooth experience.

Consumers have definitely been in alignment with what we are doing (especially in the last 5 years) looking for high quality vegan formulations and skincare that is botanical based but ultimately results driven.

Alright – so let’s talk business. Tell us about Pixi – what should we know?
My passion is product development, I love creating new products and when I create new color items I start with hand blended pigments. I work with small laboratories that really understand the vision for the brand. I always draw up a wish list of key ingredients that have beneficial properties whether in the make up or skincare.

I am really proud that we have maintained our authenticity and integrity which means we retain long term customers that stay with the brand for a long time and in London, the customers have truly become integral to the brand and we have really enjoyed replicating this in Venice and becoming part of the community on Abbot Kinney.

Is there a characteristic or quality that you feel is essential to success?
Tenacity, working hard and trusting my gut instinct. I have always tried to stay true to what I originally envisioned and stuck with it.


  • Glow Tonic is our hero skincare product and is a toner that hydrates and soothes as well as having 5% Glycolic that improves the texture of the skin it is $29.00 for 250ml
  • The Rose oil & Rose Caviar Essence are such luxe formulations that smell divine the oil is superbly nourishing and the Essence hydrates and revitalises and they are $24.00 respectively
  • One of our best selling make up products is the Flawless & Poreless Primer it contains soothing vitamin e, decongesting extract of willow bark and nourishing She Butter- so it preps the skin perfectly before base and is $22.00
  • Matte Last Lipsticks are the most incredible Rosehip oil infused super intensely pigmented and long lasting liquid lipsticks and come in a spectrum of beautiful shades and are $14.00
  • One of the original hero color prodcts is the: Endless Silky Eye Pencil it was a vegan formulation that was a game-changer as it was pro performance in such delectable shades and so buttery in texture $12.00

Contact Info:

  • Address: Pixi
    1308 Abbot Kinney Blvd.,
    Venice, CA 90291
  • Website:
  • Phone: 424-744-8879
  • Email: or
  • Instagram: @pixibeauty
  • Facebook: @PixiBeauty
  • Twitter: @PIXIBeauty

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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