Sensitive skincare brand Pai launches emotive campaign by Digital Natives


Today marks the launch of sensitive skincare firm Pai’s new brand campaign with activity across OOH, social advertising, and an upcoming pop-up in Westfield White City (9-12 May).

Pai campaign

With a clear opportunity to stand out in the premium, organic and sensitive skincare categories, the Pai brand finds itself at the tipping point of major growth.

Digital Natives, Pai’s lead creative agency partner, has been at the helm of the brand campaign development, having been appointed in November last year.

This campaign marks the first activity from the agency since its appointment.

The creative zones in on how and why Pai came to be, leveraging its Founder, Sarah Brown, who created the brand from her garage in West London after urticaria changed her skin overnight.

Moreover, the personal, founder-led concept was driven by consumer insights, following positive feedback from Pai’s target customers that they connected with Sarah and her story—finding her both relatable and trustworthy as an authority in sensitive skincare.

The initial phase aims to capture the attention of women with sensitive skin aged 35-44 across the UK, with a particular focus on London—with a longer term, further reaching plan set to roll out in the coming years.

The platform will not only increase brand awareness but drive differentiation across key markets.

Sarah Brown, Founder of Pai Skincare said: “I know I’m not alone in my skin story. So many people experience sensitive skin, in all shapes and sizes.

“I hope that this campaign will show that we see them, we understand them, and we’re here to help them find their skin confidence again—with kinder, smarter skincare they can trust to work.”

Louise Yankovic-Jenkins, Global Marketing Director at Pai Skincare said: “We’re really excited to be able to raise awareness of Pai’s origin story, and bring it to life in a way that feels truly authentic to our audience.

“Sarah is at the heart of everything Pai does, so we’re thrilled to see her front and centre in this campaign.”

Digital Natives’ Co-Founder, Alistair Fitch, said:  “We’ve a long track record of working in the beauty category and Pai has something truly unique in Sarah and its product range, with a story that needs to be told.”