More than 25 years ago, Pixi Beauty founder Petra Strand launched a beauty brand focused on enhancing natural beauty rather than covering it up, a philosophy that was less common at the time but now shapes many modern beauty routines. The original lineup included just a few makeup and skin-care products, among them Pixi Glow Tonic ($18), a glycolic acid toner that remains one of the brand’s best-known products.
Today, Glow Tonic is a cornerstone of Pixi and the foundation of a broader line of glow-focused products. Ahead, our conversation with Strand about the toner’s longevity, the growth of the brand, the launches that surprised her and what she has learned about building a hero franchise.
Glow Tonic launched 27 years ago. Did you ever imagine it would still be one of Pixi’s hero products nearly three decades later?
“Honestly, no. When I created Glow Tonic, I wasn’t thinking about decades. I knew I was onto something when I did a deep dive into glycolic acid, and this ingredient was not really used at that time.
The fact that people are still reaching for Glow Tonic nearly three decades later is incredibly humbling. I think its longevity comes down to something very simple: It works. It fits into real life, delivers visible results and helps people feel confident in their skin. That’s always been the goal.”
What inspired you to create Glow Tonic, and what gap in the skin-care market were you trying to fill at the time?
“At the time, exfoliation often was ‘scrubs.’ Products were either too harsh or didn’t fit easily into a daily routine.
I wanted something gentle enough to use regularly but effective enough to make a visible difference. Glow Tonic was created to help skin look fresher, smoother and more glowing in a simple, approachable way. I always say a Tonic is ‘more than a toner,’ which is true—it’s a potent second step after cleansing that also makes your serum penetrate and work better.”
The skin-care industry has changed a lot over the years. Why do you think Glow Tonic and Pixi’s other tonics have remained so relevant?
“Because they solve real needs rather than chase trends.
I think consumers today are more informed than ever, but they’re also looking for simplicity. They want products they can trust. That’s something we’ve always focused on, and I think that’s why our tonics continue to resonate across generations.”
Was there a moment when you realized Glow Tonic had become more than just a successful product and had evolved into a true skin-care icon?
“It was when women who had shopped with us in our London boutique started coming back with their daughters and their mothers. Seeing all generations talking about Glow Tonic and sharing the same routine was incredibly emotional and lovely.”
Which product has surprised you the most in terms of consumer response or sales?
“Beyond Glow Tonic, I’ve been amazed by the success of our On-the-Glow franchise, especially On-the-Glow BLUSH ($19) and On-the-Glow BRONZE ($19). We created them to deliver effortless, skin-loving color in a format that was quick and easy to use. They became viral favorites and continue to be some of our most loved products globally. I think people connected with the simplicity. Just swipe, blend and glow.
I’ve also been amazed by the journey of our eye patches. What started as a simple solution for tired eyes has become a true Pixi icon, loved by everyone from makeup artists and frequent travelers to busy parents looking for a quick refresh. Those products all share something in common. They solve a real need, fit into everyday life and make people feel a little more confident in their own skin.”
What have you learned about building a long-lasting hero franchise from Glow Tonic’s success?
“The biggest lesson is that trust and efficacy matter. Products need to do what they say they will do. I want to underpromise and overdeliver!
A hero product isn’t built overnight. It comes from consistently delivering results, listening to your community and staying authentic. We’ve never reinvented Glow Tonic just for the sake of novelty. Instead, we’ve protected what people love about it while continuing to innovate thoughtfully around it.”
With so many new ingredients and trends constantly emerging, what’s next for Pixi?
“At Pixi, we’re always exploring new ingredients, technologies and formats, but only if they genuinely make life easier. A great example is our Vitamin-C CremeSerum ($24). We combined the benefits of a serum and a moisturizer into one simple step, delivering brightening, hydration and nourishment in one step, so you can achieve beautiful results without overcomplicating your routine.”
Scandinavian beauty is having a big moment right now, with a focus on natural skin, minimal makeup and effortless routines. As a Swedish founder, do you feel Pixi was championing those values before they became mainstream?
“Growing up in Sweden, beauty was always connected to happiness, balance and nature. It wasn’t about looking overly done. It was about fresh skin, feeling well and looking like yourself.
When I created Pixi, those values naturally became part of the brand. We blended skincare and makeup long before ‘skin-first beauty’ became an industry phrase because, to me, they always belonged together. In many ways, Pixi was championing Scandinavian beauty principles long before they had a name.”
27 years later, what does Glow Tonic’s success mean to you personally as a founder?
“More than anything, it makes me grateful. Grateful that people trusted us. Grateful that something created with so much love has connected with so many people around the world. And grateful that after all these years, Glow Tonic still helps people feel confident in their skin.”
