Family-owned indie makeup and skin care brand, Pixi Beauty, has expanded distribution in the mass market. Beginning the week of February 3, Pixi Beauty began rolling out to select CVS, Walgreens, Kohl’s and Ulta Beauty stores nationwide. The expansion follows 13 years of being sold at Target; in recent years Pixi began selling to Anthropologie and Urban Outfitters, as well. The brand, which will continue its Target partnership, also has a strong online business at, where it offers free travel size samples with all purchases.

Pixi Beauty, which was founded in 1999 by makeup artist Petra Strand, entered the U.S. in 2007 when it entered Target. It saw great success with advent of social media in 2017 when the brand utilized micro-influencers in a campaign called Pixi Pretties, where influencers designed their own products.  The campaign was repeated in 2018 and 2019 to equal success, pushing sales past $100 million globally. In 2019 Pixi celebrated its 20th anniversary and launched 80 new items.

The company is overseen by Petra’s son, Felix Strand, from the company’s headquarters in Santa Monica, California. Petra is based in the U.K. where Pixi is sold at Marks and Spencer, Boots and Liberty London to name a few.