Paula's Choice

Paula's Choice was founded by Paula Begoun in 1995 with a mission to provide skincare products backed by scientific research and proven ingredients. Paula, a renowned skincare expert and author, started the company after struggling to find effective and transparent products in the market. She aimed to create a brand that prioritized honesty, integrity, and results-driven formulations. Initially launched as a cosmetics and skincare consultancy, Paula's Choice evolved into a full-fledged skincare brand in response to the overwhelming demand for products that lived up to their claims. The brand gained popularity for its no-nonsense approach to skincare, focusing on ingredients that were proven to be effective rather than relying on marketing hype. Over the years, Paula's Choice has expanded its product range to cater to various skin concerns, including acne, aging, sensitivity, and more. The brand's commitment to using high-quality, research-backed ingredients and avoiding common irritants like fragrances and dyes has earned it a loyal following among skincare enthusiasts and professionals alike. In 2019, Paula's Choice received investment from TA Associates, a leading global growth private equity firm, to support its continued growth and expansion. This partnership has allowed the brand to reach a wider audience while staying true to its core values of transparency, efficacy, and customer satisfaction. Today, Paula's Choice is a trusted name in the skincare industry, known for its evidence-based approach to formulating products and empowering consumers with knowledge to make informed skincare choices. With a strong online presence and a global customer base, the brand continues to innovate and set new standards for effective and affordable skincare solutions.

Paula's Choice was founded by Paula Begoun in 1995 with a mission to provide skincare products backed by scientific research and proven ingredients. Paula, a renowned skincare expert and author, started the company after struggling to find effective and transparent products in the market. She aimed to create a brand that prioritized honesty, integrity, and results-driven formulations. Initially launched as a cosmetics and skincare consultancy, Paula's Choice evolved into a full-fledged skincare brand in response to the overwhelming demand for products that lived up to their claims. The brand gained popularity for its no-nonsense approach to skincare, focusing on ingredients that were proven to be effective rather than relying on marketing hype. Over the years, Paula's Choice has expanded its product range to cater to various skin concerns, including acne, aging, sensitivity, and more. The brand's commitment to using high-quality, research-backed ingredients and avoiding common irritants like fragrances and dyes has earned it a loyal following among skincare enthusiasts and professionals alike. In 2019, Paula's Choice received investment from TA Associates, a leading global growth private equity firm, to support its continued growth and expansion. This partnership has allowed the brand to reach a wider audience while staying true to its core values of transparency, efficacy, and customer satisfaction. Today, Paula's Choice is a trusted name in the skincare industry, known for its evidence-based approach to formulating products and empowering consumers with knowledge to make informed skincare choices. With a strong online presence and a global customer base, the brand continues to innovate and set new standards for effective and affordable skincare solutions.