Who we are

Sarah Brown at Pai, against the chalkboard wall

We started Pai Skincare in 2007 and sold it to Clarins in 2023, then set up Imaginists to work with other founders and the people who invest in them. We stayed on Pai's board, and in 2025 put together the deal for its sale and returned temporarily as joint-CEOs to support the transition.

The name "Imaginists": we imagine things and then make them real.

We're both cyclists. Because cycling is faster and let's you get ahead of all the people who think they should be in front. Which is fun.

Sarah Brown

Co-founded Pai in 2007 out of a garage, with £15,000 of savings, no beauty background and chronic urticaria that had arrived one night. CEO for 15 years (growth: 15/15, profits 14/15) and then supported on brand and innovation following the sale to Clarins. Sarah Joined CEW UK (Cosmetic Executive Women) as a board member in 2015 and Executive Board from 2018, where she supports on general business strategy, and the mentoring programmes underpinning this vibrant industry community.

Ed Saper

Ran operations, finance, commercial, direct-to-consumer and Amazon at Pai: built the first websites, set up the commercial channels, opened the USA and France, won the trade mark battles and raised the money. Non-executive director of Pai since 2023, and consultant COO at Stories & Ink from 2024 to 2025. He builds things like websites, apps and software for enterprises.

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