‘The real experience of Pixi’

Pixi Beauty, the London-based skin-care and cosmetics brand founded by makeup artist Petra Strand, has opened its new Los Angeles flagship, which, at 425 square feet, is less than half the size of its previous Venice location.

“Our Abbott Kinney location was more of a retail and branding play,” said company President Felix Strand. “Here, let’s integrate everything and get the real experience of Pixi going.”

The December opening coincides with the brand’s extensive product expansion. In mid-January, it released more than 90 new products — the most it’s ever rolled out at one time in its two-decade history. These include extensions to its top-selling Glow line, including a Cleansing Gel ($18) as well as its In-Shower Steam Facial ($22). Specifically for spring, there is a series of long-wearing MatteLast Liquid Lip shades ($14) available.

Strand said the new products were a way to “create unique and interesting products around our families of products, to build out the regimens around the ingredients that our customers already love.” Also, in mid-February, the products will be available at about 1,800 Target stores in which Pixi is already sold as well as in Anthropologie and Urban Outfitters. Pixi Beauty, Westfield Century City, 10250 Santa Monica Blvd., Los Angeles, pixibeauty.com — Kavita Daswani

Pixi PIXI rolled out 90 new products in January at its recently relocated Los Angeles f lagship.