All about Paula's Choice Skin Care
For anyone who has ever felt overwhelmed by the noise of the beauty industry, Paula's Choice is a breath of fresh, effective, and honest air. It’s a brand built not on hype, but on a fierce commitment to scientific truth, transparency, and formulas that simply work. Because, as so many of us have discovered, the best skincare is rooted in research, not miracles. A founder, who like me, is an advocate of "Truth" in personal care formulations. To say I admire her genius would be an understatement!
Paula was a Trailbrazer from the beginning
The story of Paula's Choice begins with its incredible founder, Paula Begoun. A beauty industry veteran, author, and consumer advocate, Paula became known as the original "Cosmetics Cop" for her dedication to debunking myths and empowering consumers with factual, research-backed information.
After struggling with skin issues like acne and eczema for years and finding little help from the products on the market, she took matters into her own hands. Armed with scientific knowledge, she launched Paula's Choice Skincare in 1995. Her mission was revolutionary at the time: to create effective, fragrance-free, and non-irritating products that delivered on their promises. She wanted to give people the confidence that comes from knowing they are taking the absolute best care of their skin.
A Journey of Growth and Partnership
A brand built on such a strong foundation of trust and efficacy was bound to flourish. As Paula's Choice grew from a cult favorite to a global powerhouse, it attracted partners who believed in its mission.
- Early Investment - In 2012, the brand partnered with its first institutional investor, Bertram Capital, which helped it grow into one of the world's largest digital-first beauty brands.
- Joining with TA Associates - In 2016, the brand was recapitalized with TA Associates, a private equity firm that helped accelerate its global growth and bring its radically truthful approach to an even wider audience.
- Acquisition by Unilever Prestige - In a move that truly solidified its place in the global beauty landscape, Unilever acquired Paula's Choice in mid-2021. This was an exciting moment for the brand, bringing the resources and global reach of Unilever to a company that has never strayed from its core values. Paula's Choice now sits within Unilever's "Prestige" division, alongside other respected brands like Dermalogica and Tatcha. For us fans, this partnership means greater access to the products we love and a commitment to continued innovation.
Clear Consumer Communication
The thing I personally love the most about Paula's Choice, is that if you look carefully at their website. Pick any product and browse the "Full Ingredients" list. Not only will you see the chemical or INCI names, but you'll also see a specific reason that that ingredient is in the bottle. There's a commitment to the "Truth" and for me, this builds consumer trust.
Paula's Choice & Sustainability
A Deep-Rooted Commitment to Our Planet and Its Inhabitants
One of the most wonderful things about Paula's Choice is that its commitment to "truth in beauty" extends beyond just incredible formulas. The brand holds strong values, particularly when it comes to sustainability and ethical practices.
- Cruelty-Free From The Beginning - From the very beginning, Paula's Choice has been a champion for animal welfare. The brand is proudly Leaping Bunny certified, which is the gold standard for cruelty-free products. This means that no animal testing occurs at any stage of product development, from the ingredients to the final formula.
- Thoughtful Packaging - The brand is on a continuous journey to improve its environmental footprint. It has set ambitious goals, such as significantly reducing the use of virgin plastic and increasing the use of recycled content in its packaging. In a fantastic initiative for its customers, Paula's Choice has partnered with TerraCycle® to offer a free and easy recycling program for its hard-to-recycle packaging components, ensuring that your empties are disposed of responsibly.
- Smarter Shipping - The brand prioritizes sea shipments over air freight to reduce its carbon footprint and has even partnered with bike couriers in some European cities for greener deliveries.
- Transparency is Key - Just as they are transparent about their ingredients, Paula's Choice is open about its sustainability journey. They publish an ESG (Environmental, Social, and Governance) Impact Report to measure and share their progress on everything from greenhouse gas emissions to employee wellness and diversity.
My Personal Thoughts
If you are looking for a brand that not only delivers exceptional results for their skin but also genuinely cares about its impact on the world. Paula's Choice is a brand that continues to lead with integrity, innovation, and an unwavering belief in the power of smart, safe skincare.