Pai expands its European reach in deal with Sephora

UK organic beauty brand will launch into 13 European countries with the beauty retailer

UK organic beauty brand Pai Skincare is to launch into selected Sephora stores in Europe this March, giving it a presence in many European countries for the first time.

Pai currently sells in 17 countries, through around 200 doors.

The company will now launch into Sephora in 13 countries - France, Luxembourg, Monaco, Spain, Italy, Portugal, Poland, the Czech Republic, Greece, Denmark, Sweden, Turkey and Switzerland, six of which - Italy, Portugal, Turkey, Greece, Poland and the Czech Republic -are new markets for the company. 

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