Working on campaigns during London's sticky summer months (no air conditioning!) always reminds me why we do what we do at Pai.
Our latest work carries a simple but important message rooted in a skin reality you seldom see. It's deeply personal, conveying my own experiences of living with erratic skin and how rubbish it can make you feel. Some things are best spoken from the heart.
Creating authentic campaigns means finding models with real-life skin conditions. Easier said than done.
We've always had a strict no retouching policy at Pai. For this project, we searched high and low for Hellana. It was crucial that we work with someone who genuinely understands skin challenges and was willing to show their skin in its true state (and frankly, beauty).
Finding Hellana took some doing. Many models put forward didn't want to lay their skin issues bare to the camera (or world!). Which proved just why this work is so important.
During our shoot, we asked Hellana about her skin troubles, starting with when she developed rosacea two years ago, to how she manages her skin today.
"Growing up, because my mum had Rosacea, I almost had a phobia about it. Recently I had a flare-up while on a shoot and I was really worried. There's not much you can do and obviously in my job it really matters how I look and how my skin looks.
It got me thinking, oh no if this keeps happening in the future, I'm not going to be able to model, what's going to happen to me? Actually though, all they had to do was put extra makeup on me! I feel like more and more people are coming forward and saying that they have skin concerns, it seems to be a lot more common than I realised."
Finding the right products and ingredients that your skin responds happily to can be a revelation. Being able to guide our customers from frustration to finally finding what works has been one of the most satisfying parts of building Pai.
For those dealing with rosacea like Hellana, our The Anthemis uses German chamomile CO2 extract to reduce redness. The Instant Kalmer specifically targets inflammation pathways. And for cleansing without irritation, Light Work removes everything while keeping the barrier intact.
We offer free 30-minute phone consultations with our sensitive skin experts, bookable online. Our customers tell us these conversations change everything. More than product recommendations, they're about understanding your specific skin and building a routine that actually works.
Here's what one customer had to say about her consultation with one of our sensitive skin coaches:
"She listened to my concerns... was infinitely patient and I was left with the feeling that she really cared about my issues, not just products. I would say it was a more holistic approach than I've experienced before."
If you've been struggling with your skin, a conversation with our team might be exactly what you need. We're here to help you understand what your skin actually needs.
Sarah x
