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Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
  • New
  • We never retouch our models' skin.
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
Bright Now ™ PHA & Rosehip Exfoliating Toner
  • Face /
  • Bright Now ™ PHA & Rosehip Exfoliating Toner
Exfoliator Brighten

Bright Now ™ PHA & Rosehip Exfoliating Toner

€39.00

100ml / 3.4 fl.oz

Our first acid toner for all skin types, even sensitive, designed to reveal smooth, glowing skin every day.

  • Vegan

  • Powered By Green Chemistry

  • Cruelty Free

  • Pai Skincare Europe

    Exfoliating

  • Pai Skincare Europe

    Brightening

  • Pai Skincare Europe

    Evens skin tone

Bright Now ™ PHA & Rosehip Exfoliating Toner

Bright Now ™ PHA & Rosehip Exfoliating Toner

  • Free delivery when you spend €39*

  • Targets Dullness, Uneven Skin

  • Suited To All Skin Types

  • Key Ingredients Rosehip Extract, PHA, Natural Niacinamide, Deep Sea Magnesium, Organic Aloe Vera, Hyaluronic Acid

Why You’ll Love It

SWIPE BRIGHT.
This ultra-kind exfoliant whips off dead skin cells and is proven to brighten skin from the very first use – for a smoother, more even-toned complexion. All that and still clinically proven for sensitive skin.

Thanks to PHA – or Polyhydroxy Acid, whose molecules are larger than other exfoliating acids, making it gentler on the skin – and the first 100% natural COSMOS-certified Niacinamide, Bright Now™ works hard to even things out without irritation. Fragrance and alcohol free, think of it as your daily radiance-boosting, skin-smoothing step.

Directions

Use once daily, AM or PM. Shake before use. Soak a reusable cotton pad and apply to cleansed, dry skin, sweeping across the face and neck.

Recycling

We do our bit so it’s easy for you to do yours. Check out our instructions on how to recycle Pai packaging.

Full Ingredients

AQUA (water), ALOE BARBADENSIS LEAF JUICE* (aloe vera), GLUCONOLACTONE, NIACINAMIDE, GLYCERIN**, PENTYLENE GLYCOL, ZINC LACTATE, ROSA CANINA FRUIT EXTRACT* (rosehip), BABASSU OIL POLYGLYCERYL-4 ESTERS, SEA WATER EXTRACT, PANDANUS CONOIDUS FRUIT OIL (buah merah), CAPRYLYL/CAPRYL GLUCOSIDE, XANTHAN GUM, POLYGLYCERYL-10 LAURATE, ARGININE, HYALURONIC ACID, GLUCOSYLRUTIN, CITRIC ACID

of total: 24% organic, 100% natural origin

sur total: 24% bio, 100% d'origine naturelle

*organic / biologique

**made using organic ingredients / formulé à partir d'ingrédients biologiques

Provenance

Pai Skincare Europe

  • An independent trial of consumers with enlarged pores and uneven skin tone showed the following results*:

  • 87%

    agreed skin looked brighter

  • 87%

    agreed it didn't dry out the skin

  • 80%

    agreed skin looked clearer

*Based on a one week independent consumer trial of 105 subjects

The Pai Ritual

Middlemist Seven™ Cream Cleanser

The Pai Ritual

Step One

Middlemist Seven™ Cream Cleanser

Our cream cleanser is a gentle powerhouse for sensitive skin – and includes an organic cloth in every box.
  • The Pai Ritual

    Soothing

  • The Pai Ritual

    Softening

  • The Pai Ritual

    Cleansing

Step 1/4

Step 1/4

The Pai Ritual

Bright Now ™ PHA & Rosehip Exfoliating Toner

The Pai Ritual

Step Two

Bright Now ™ PHA & Rosehip Exfoliating Toner

Our first acid toner for all skin types, even sensitive, designed to reveal smooth, glowing skin every day.
  • The Pai Ritual

    Exfoliating

  • The Pai Ritual

    Brightening

  • The Pai Ritual

    Evens skin tone

Step 2/4

Step 2/4

The Pai Ritual

Pai Skincare Serum Back to Life Jojoba & Hyaluronic Acid Hydration Serum

The Pai Ritual

Step Three

Back to Life™ Serum

Dull, dehydrated skin will drink up this Hyaluronic Acid serum – proven to hydrate without irritation.
  • The Pai Ritual

    Hydrating

  • The Pai Ritual

    Plumping

  • The Pai Ritual

    Smoothing

Step 3/4

Step 3/4

The Pai Ritual

Pai Skincare Sunscreen British Double Summer Time

The Pai Ritual

Step Four

British Summer Time™ SPF 30

A non-greasy, non-nano Zinc Oxide sunscreen for sensitive skin that protects against UVA + UVB.
  • The Pai Ritual

    Protecting

Step 4/4

Step 4/4

Key Ingredients

Key Ingredients

  • Rosehip Extract

    A Pai Skincare hero, this radiance-boosting skin superfood is rich in Omegas 3, 6, 7 and 9. Highly regenerative, Rosehip also fuels our skin health for a brighter and more even-looking complexion.

  • PHA

    This formula is powered by Polyhydroxy Acids (PHAs) in the form of Gluconolactone, which gently resurfaces to reveal smoother, clearer and glowier skin. The larger molecule size means PHAs penetrate the skin less deeply than AHAs and BHAs – making them a better fit for sensitive complexions.

  • Natural Niacinamide

    The first 100% natural, COSMOS-certified Niacinamide that brightens and evens skin tone by helping to slow down our skin’s melanin production. A potent antioxidant, it neutralises free radicals to banish dullness, too.

  • Deep Sea Magnesium

    Harnessing the power of the ocean, this natural complex has a regenerative and anti-inflammatory effect. It soaks in quickly to improve the skin’s health at every level.

  • Organic Aloe Vera

    This powerful plant extract is known for its deeply soothing and hydrating properties, helping to reduce inflammation for an altogether calmer complexion.

  • Hyaluronic Acid

    Bright Now™ contains a combination of acetylated Hyaluronic Acid – boosting hydration and elasticity for firmer and smoother skin overall.

“Exfoliating is tricky territory for those with sensitive skin. So our first acid exfoliant had to be gentle enough for daily use, yet powerful enough to deliver dazzling results. A world away from old school toners, it resurfaces your skin to reveal and maintain an everyday glow – without dryness or drama.”

“Exfoliating is tricky territory for those with sensitive skin. So our first acid exfoliant had to be gentle enough for daily use, yet powerful enough to deliver dazzling results. A world away from old school toners, it resurfaces your skin to reveal and maintain an everyday glow – without dryness or drama.”

“Exfoliating is tricky territory for those with sensitive skin. So our first acid exfoliant had to be gentle enough for daily use, yet powerful enough to deliver dazzling results. A world away from old school toners, it resurfaces your skin to reveal and maintain an everyday glow – without dryness or drama.”

SARAH BROWN
FOUNDER, PAI SKINCARE

Frequently Asked Questions

What does PHA do for skin?

PHAs gently exfoliate the skin, resulting in a smoother and more radiant complexion. The larger molecule size means they don’t penetrate the skin too deeply in a way that causes irritation, making them a better choice for sensitive skin that needs a gentler approach.

What does PHA stand for?

PHA is short for Polyhydroxy Acid, the exfoliant used in Bright Now™ Toner. The PHA we use in this formula is called Gluconolactone.

What skin types and concerns is Bright Now best suited for?

It works across a broad range: blemish-prone skin benefits from the cell turnover and pore-clearing action, dull or uneven skin gets the brightening and tone-evening effects, and mature skin sees texture refinement and improved radiance. In the consumer trial, 80% agreed skin looked clearer and 87% agreed it didn't dry out skin, so it suits drier and oilier types alike.

What clinical evidence supports Bright Now's brightening claims?

In an independent consumer trial of 105 women (aged 30+, with enlarged pores and uneven skin tone), 87% agreed skin looked brighter after seven days, 86% agreed it gave skin a glow, 80% agreed skin looked clearer, and 72% agreed skin tone looked more even. Notably, 82% also agreed skin felt smoother and 75% said it felt less congested.

 

The actives are supported by published peer-reviewed research: a 12-week vehicle-controlled study found 5% niacinamide significantly improved hyperpigmentation and skin lightness (Bissett et al., 2005; PMID: 17166242), and a 12-week regimen comparison confirmed PHA delivers comparable smoothing results to AHA with significantly less irritation (Green et al., 2004; PMID: 15002656).

What does the niacinamide in Bright Now do, and why is it special?

Bright Now features the first 100% natural, COSMOS-certified niacinamide available in cosmetics, which means certified organic formulations can finally include this gold-standard brightening active. It works by inhibiting melanosome transfer, the process that moves pigment from melanocytes to surrounding skin cells. In vitro research found it reduces that transfer by 35–68% (Hakozaki et al., British Journal of Dermatology, 2002), and a 12-week vehicle-controlled clinical study showed 5% topical niacinamide significantly improved hyperpigmentation and skin lightness from as early as week 4 (Bissett et al., Journal of Cosmetic Dermatology, 2005).

What makes Bright Now different from other acid toners?

Most acid toners use AHAs or BHAs that penetrate deep into skin, causing stinging, redness, and sun sensitivity. Bright Now uses gluconolactone (PHA), a larger-molecule acid that delivers the same resurfacing effect but works at the skin's surface, so there's no irritation trade-off. It's also fragrance-free, alcohol-free, and essential oil-free, which is rare in this category. In a consumer trial of 105 women, 87% agreed skin looked brighter after one week while 88% agreed it caused no irritation.

How do I use Bright Now in my skincare routine?

Use once daily, AM or PM. Shake before use, soak a reusable cotton pad, and sweep across cleansed, dry face and neck. It's a leave-on formula, so no rinsing needed. Apply before your serums and moisturisers, and pair it with Rosehip Bioregenerate Oil at night for a complementary rosehip-powered brightening routine.

What role does the CO2-extracted rosehip play in this toner?

Organic rosehip extract (Rosa canina) delivers the carotenoids, polyphenols, and flavonoids that provide antioxidant protection and support radiance while your skin is being exfoliated. CO2 supercritical extraction significantly increases the concentration of natural antioxidants like tocopherols and carotenoids while decreasing peroxide content compared to conventional methods (Koraqi et al., Frontiers in Pharmacology, 2024). It's the same extraction method used in Pai's Rosehip Bioregenerate Oil, so the two work as natural partners in a brightening routine.

Can I use Bright Now alongside retinol, vitamin C, or other actives?

Yes. Because PHA works gently at the skin's surface rather than penetrating deep, it layers well with other actives in the Pai range, including retinoid and vitamin C boosters. Apply Bright Now after cleansing, then follow with your treatment serums and moisturisers as usual.

How is Bright Now different from Pai's Phaze PHA Clarifying Face Wash, since both use gluconolactone PHA?

Both use the same gluconolactone PHA, but the format changes what they do. Phaze is a wash-off cleanser designed for daily decongesting and clarifying, so the PHA has limited contact time with skin. Bright Now is a leave-on toner, meaning the gluconolactone stays on your skin to deliver continuous resurfacing, brightening (with added niacinamide and rosehip), and hydration throughout the day or night. You can use them together or alternate depending on whether your priority is clearing congestion (Phaze) or brightening and evening tone (Bright Now).

What certifications does Bright Now hold?

Bright Now is COSMOS Organic certified with 100% natural origin content, Vegan Society registered, Leaping Bunny cruelty-free certified, and dermatologist tested and approved. It's also hypoallergenic and non-comedogenic (so it won't clog pores), and free from parabens, silicones, sulfates, gluten, alcohol, fragrance, and essential oils. Like every Pai product, it's formulated and manufactured in Pai's own London lab.

Is Bright Now suitable for sensitive skin?

It was designed specifically for sensitive skin. The formula is independently patch tested for 96 hours (four times the industry standard), and published research confirms gluconolactone PHA is compatible with clinically sensitive skin, including rosacea and atopic dermatitis (Green et al., Cutis, 2004). In the consumer trial, 88% of 105 subjects agreed it caused no irritation, and 81% said it didn't cause any tingle.

Can I use Bright Now during pregnancy?

Yes. Bright Now is pregnancy-safe. It uses PHA (gluconolactone) rather than the AHAs or retinoids that are typically flagged during pregnancy, and the entire formula is 100% natural origin with no essential oils or fragrance.

Does Bright Now increase sun sensitivity like other acid toners?

No. Unlike glycolic acid and other AHAs, gluconolactone PHA does not increase photosensitivity (confirmed in published research; PMID: 15002656), so it's safe for year-round daily use without needing extra sun protection precautions beyond your normal routine. That said, daily SPF is always a good idea, especially if brightening and evening skin tone are your goals.

Is Bright Now a good replacement for the discontinued REN Ready Steady Glow tonic?

It was developed specifically to serve consumers left without Ready Steady Glow after Unilever closed REN in 2025. Both are British-made daily acid toners, but Bright Now improves on the original in key ways: it swaps lactic acid (AHA) for gluconolactone (PHA), which delivers comparable resurfacing without the stinging or sun sensitivity. It also replaces Ready Steady Glow's parfum and four citrus essential oils (all containing the allergen limonene) with a completely fragrance-free formula, and adds niacinamide, hyaluronic acid, and CO2-extracted rosehip for brightening and hydration that the original didn't offer.

Is Bright Now suitable for darker skin tones concerned about hyperpigmentation or uneven tone?

Yes. The niacinamide in Bright Now works by reducing the transfer of pigment-containing melanosomes between skin cells, rather than suppressing melanin production itself. Research found it reduces that transfer by 35–68% (Hakozaki et al., British Journal of Dermatology, 2002), which helps fade hyperpigmentation and even out tone without affecting overall skin colour. The PHA exfoliation also supports this by gently lifting away pigmented dead cells at the surface, and because it doesn't increase photosensitivity the way AHAs do, it's less likely to trigger the post-inflammatory darkening that can follow irritation on deeper skin tones.

Overall rating: 5.0 / 5 from 6 reviews.

AI Generated Review Summary

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Review highlights

Reviews

Amazing

"Recently I switched up my routine a bit. I switched from The Anthemis moisturiser to the C-2 Believe one. I also added this toner which I use in the evenings. That along with the hyaluronic acid serum. My skin has never look brighter, healthier, younger, better. I can't believe how well the products work together. I get up in the morning and my skin already looks great before doing anything to it. It's just got a youthful healthy glow. Pores and scars from spots seem to be disappearing rapidly and my skin just looks much clearer. I'm so happy with the new products and I just love Pai overall. Been using them for years and I'd recommend to everyone. I'm 36 and feel like I have the best skin of my life right now. For reference - my skin is pretty normal but I can get hormonal breakouts around my chin/jaw area."

— Kim (5/5)

Another fantastic Pai product

"I have very sensitive skin and dehydrated skin. I have been using this toner in the morning time for a couple of weeks now and I have noticed that I need to use less moisturiser and my skin feels soft with zero dryness all day. This toner will be a part of my regular Pai skincare routine. Thank you Pai for developing products that are suitable for sensitive skin. Finally I can get excited about a new product without the fear of a reaction"

— Joanne R. (5/5)

Magic in the bottle

"When I received this product I wasn’t sure if I like it or not. Now it’s been 2 weeks using it every morning and my skin looks amazing, My skin is glowing. Love it. Another amazing product from Pai magic factory 🤩"

— Sarka K. (5/5)

Un exfoliant tout doux

"Ma peau est plus douce, plus lumineuse, sans être irritée, après deux semaines d'utilisation. Ce produit tient ses promesses. . . C'est bluffant ! Bravo Pai pour ce produit !"

— Céline C. (5/5)

Une peau rayonnante

"Exfolie et nettoie la peau en douceur et la lisse en final et la laisse rayonnante . Efficace"

— Marion D. (5/5)

Super

"Die Haut ist klarer und glatter."

— Chris T. (5/5)

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