Why we recreated our entire body range

Most product launches mean starting from scratch. We've found a new active, or we're putting our stamp on an emerging trend. But not always. Sometimes the best innovation comes from looking at what you've already built and asking: how can we make this exponentially better?

That's exactly what happened with our Gentle Genius™ Barrier Care body collection. We had a solid body range that customers loved. But we knew it could do more. Not just soothe sensitive skin after the fact, but actually prevent flare-ups by strengthening the skin barrier from the inside out.

"This collection brings together the very best of the old with the very best of the new," says Sarah, our Founder. "We would never mess with an existing, well-loved formula unless we felt we were able to make it even better and harder working for the skin."

Building a better body routine

Our original collection had the basics covered: body wash, body cream, hand cream. Popular? Yes. Revolutionary? Not quite. We wanted formulas that worked as hard as our face products. Sophisticated, barrier-building skincare that just happened to come in bigger bottles.

So we rebuilt the entire range. Updated every formula. Added an innovative wet skin moisturiser that locks hydration in before it evaporates. Created a suite of breakthrough formulas that don't just moisturise, but actively repair and strengthen the barrier with every use.

"If you are someone who is prone to flare-ups like me, barrier support is the name of the game," adds Sarah. "We also wanted the products to work better together as a system. Especially our in-shower duo. If you're lazy on the body moisturising front, this is such a fast solution. A powerhouse pairing that works hand in glove to maximise skin comfort, conditioning and all-day hydration."

One thing we couldn't part with? The name. Long-term Pai fans will recognise 'Gentle Genius' from our original body wash. Too perfect not to keep for this ceramide-powered, barrier-boosting range.

"We loved the name Gentle Genius, as our all-natural formulas are true gentle giants proving skin-kind can still be skin-strong," explains Sarah. "100% natural no longer means any compromise on performance. We're using the most groundbreaking, highly-concentrated actives that even those with the most sensitive skin can use. And the innovation wrapped up in these formulations is world class thanks to our in-house team of green chemistry experts. So the name stuck."

The ceramide challenge

Speaking of our experts, they had their work cut out. "These formulas definitely presented challenges and required some innovative thinking," admits John, Head of R&D.

We knew we wanted face-grade formulations for the body. Active ingredients typically reserved for serums and moisturisers that cost three times as much. But the main goal was barrier care, which meant one thing: ceramides. The gold standard for supporting healthy skin barriers.

Here's the catch. "Traditionally, ceramides are synthesised in a lab, which isn't compliant with COSMOS standards for natural certification," explains John. Most brands would have given up there. Used something else. Compromised.

Not us. After months of searching, biotechnology came to the rescue.

"We were thrilled to discover a unique, plant-derived ceramide blend produced through fermentation. Biotechnology has truly revolutionised the 'natural' beauty industry, opening doors to highly effective ingredients like these that were previously unavailable."

The hunt paid off. "The inclusion of a 100% naturally derived Ceramide Complex makes these products truly multi-dimensional from a skin performance perspective," adds Sarah. "Providing not just calm and super-boosted hydration but barrier building and strengthening benefits too, which are so important for the long term health and resilience of the skin."

29 attempts to get it right

Ingredients locked down, the next challenge was the formulas themselves. How do you improve on products customers already love?

"With this range we embraced the very latest innovations in natural ingredients and green chemistry techniques to take our formulas to the next level," explains Sarah. "All while retaining some of the existing ingredients, such as the meticulously sourced Calendula and Plum oils from the body cream, which have amazing anti-inflammatory and nourishing properties."

The body wash proved particularly tricky. "Our goal was to create a product with the look and feel of a cream, yet still capable of producing a good lather," says John. "Creams require oils. Oils are foam's enemy. This meant we had to carefully blend specific surfactants to create the desired creamy emulsion while minimising the impact on foaming ability."

How many tries? "We did a total of 29 formulation variations before approval."

Then there was scent. Bodycare is sensorial. Too often, sensitive skin products smell medicinal. Clinical. We wanted to change that without triggering reactions. Enter KindScent™, our 100% natural fragrance blend with zero declarable allergens.

"KindScent™ for me is the best of both worlds," muses Sarah. "A scent that is very much in the background but gives both a comforting and enjoyable experience. The aroma is fresh and lifts my mood, but is super soft and gentle. It complements the product and never overshadows it."

Our chemists carefully concocted our signature aroma, blending microdoses of oils with no or low allergens. Then had it dermatologist approved for peace of mind. "Good fragrance should be discernible but elegant, and never hit you over the head or be headache-inducingly strong," continues Sarah. "Having no declarable allergens brings a lot of reassurance. It promises there aren't needless irritants in the formula and it's been considerately formulated."

Packaging that works as hard as the formulas

You'll notice the new range looks different too. Head of NPD Danielle sourced modern bottles and tubes that open and close with a satisfying twist-and-click. No more fumbling with wet hands in the shower.

They're also a step forward for sustainability. Made with 50% post-consumer recycled content. 100% curbside recyclable. No outer cartons, so we're using less packaging overall.

All of this happens at our in-house London lab, where the production team had their own learning curve. "We were developing four new formulas, each with unique ingredients and innovative packaging, requiring us to find the most efficient manufacturing processes," says Production Manager Kasia.

"Close collaboration with the R&D team was essential. We identified potential risks, chose the best production methods, and prepared backup plans. Thanks to this strategic approach, we successfully finalised the processes within just one or two trials."

Then came launch. Four products at once. The team produced over 3.5 tons just to meet initial demand. Challenging? Yes. Worth it? Absolutely.

Discover our new ceramide body care collection for sensitive skin

The complete barrier care routine

Start with the Replenishing Body Wash (Step 1 of our Soak & Seal system). Follow immediately with the Wet Skin Moisturiser while skin is still damp (Step 2). For very dry areas or overnight repair, add the Soothing Body Cream. Don't forget hands with our Rapid Rescue Hand Cream. All four products share the same ceramide complex and work together to build stronger, more resilient skin over time.