It's not what you think.
has fielded dozens of queries over the years from customers experiencing a reactive skin crisis. According to founder Sarah Brown, 10% of these issues are related to inherent, autoimmune conditions like eczema or psoriasis, while the other 90% are associated with a lifestyle factor that once removed—like an ingredient causing an allergic reaction—resolves the issue. But the one thing that everyone seeking help always asks is what moisturizer they should use.
Instead, Brown’s staff suggests another tactic. “What we found again and again, is we’d fix people’s cleanser and the problem went away” she says, adding that items like cleansing wipes loaded with alcohol or cleansers with harsh surfactants were creating issues and giving people mixed signals about their skin. “I
t would strip all their oil away and they would overproduce oil, or they’d really struggle to replace their oil, so their skin was incredibly dry,” says Brown. Customers were directed to Pai’s, a cream formula that comes with a muslin cloth and told to use it for a month.. Featuring the same plant oil at the centre of their best-selling, the cleansing oil also includes castor , olive and sweet almond oil, which all contribute to giving the product a “cushioning and good slip” when applied.
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