Target dark spots with Fade Forward

Sensitive skin needs caring for, yes. But that’s definitely not all it needs. As a brand, it’s all-important that we innovate too – creating formulas that give sensitive skin the solutions it’s missing out on. Because sensitive skin is never just sensitive skin. It’s skin that’s experiencing life, and deserves products to protect it and repair it along the way.

Enter Fade Forward, our latest innovation. This game-changing daily serum is proven to fade the appearance of hyperpigmentation, and designed to to keep new dark spots from forming – with instantly brighter results. Here’s how we do it.

Watch Sarah's Fade Forward launch show

A hyperpigmentation solution without exfoliating acids

There’s no denying the power and efficacy of existing products and treatments to fade dark patches – these could be from sun damage, hormone related (like Melasma), or premature ageing.

But many dark spot serums work only on the surface of the skin – using exfoliating acids to brighten and essentially buff away the darkest patches to reveal the fresher skin beneath. Some even work by bleaching or whitening the skin (that's a hard no from us).

And while they encourage cell turnover at speed, their formulas can compromise the skin’s protective barrier and leave it vulnerable to irritation. Which, you guessed it, can lead to further hyperpigmentation.

What’s more, they don’t deal with the cause of an uneven skin tone, giving you a temporary fix that’s leaving you prone to further damage.

Glow forward with confidence

Instead, the hero of our breakthrough formula is sustainably-harvested, pigment-controlling Marine Algae. This 100% natural active ingredient tackles the root of discolouration deep in the skin – no matter its tone, type, or level of sensitivity.

To explain how this works, you need to know how hyperpigmentation happens in the first place. It's caused by an overproduction of melanin (yes, the stuff that helps you tan). Your melanocytes need to know when to make melanin - such as when the sun shines on your skin. This is all controlled by a protein, which acts as a messenger to take charge of your skin tone.

The problem is, you lose these proteins as you age, and that's why dark spots and patches begin to appear. Enter, Marine Algae. It's rich in phlorotannins – and these little heroes boost the production of that protein messenger, putting it back in the driver's seat of your skin's melanin process. The result is an even, steady skin tone, fading existing dark spots, with a domino effect of helping to stop them from forming in the first place.

We’ve also included natural and stabilised Vitamin C – sourced from corn and coconut – to brighten and protect the skin. So your existing dark patches appear faded and improved – and your skin stays bright going forward.

Clinically proven results

Naturally, we put the formula to the test on people who have dark spots. And we couldn't be happier with the results.

Fade Forward is clinically proven to reduce the appearance of dark spots in just nine weeks**. And in independent consumer trials*, subjects reported their skin was glowing:

82% agreed it visibly reduced the appearance of dark spots
87% agreed it left skin visibly healthier with a radiant glow
83% agreed it helped balance the appearance of uneven pigmentation
83% agreed it made their skin tone look noticeably more even
73% agreed skin looked instantly brighter

Like all Pai products, it’s also clinically proven for sensitive skin.

How to use Fade Forward

Because of the round-the-clock benefits of our new serum, it works best when applied at multiple times of day too. And thanks to the formula, it’s gentle enough for daily use. Firstly in the morning to help protect against pigmentation, then again in the evening to unify skin tone while the body is in repair mode.

Each morning, apply Fade Forward Dark Spot Serum to the entire face – not just your dark patches – followed by your favourite moisturiser and SPF 30+ sunscreen.

At the end of the day, remove make-up and SPF with your chosen cleanser. If you’re looking for more glowing skin, we’d recommend Light Work Rosehip Cleansing Oil. Then apply your Fade Forward Serum once again, followed by your night cream – Bonne Nuit is the best – finishing with our nourishing Rosehip Bioregenerate Face Oil.

Shop our Fade Forward Marine Algae Dark Spot Serum here