History

Paula’s Choice was founded in 1995 by Paula Begoun, often referred to as the “Cosmetics Cop“. Prior to starting the brand, Paula had a successful career as a makeup artist, beauty editor, and skincare consultant. Her commitment to consumer education led her to write multiple books about skincare and makeup, ultimately inspiring the creation of her skincare line. Paula’s goal was to create effective, safe, and customer-friendly products that align with her philosophy of truth, transparency, and integrity in skincare.

Origin

The brand is American, with Paula’s Choice Skincare headquartered in Seattle, Washington.

What the Brand is Known For

Paula’s Choice is best known for its scientifically proven ingredients and lack of harmful additives. They’re recognized for effective formulations that address a wide array of skin concerns like acne, wrinkles, hyperpigmentation, sensitive skin, and more.

One of their most recognized products is the Skin Perfecting 2% BHA (Beta Hydroxy Acid) Liquid Exfoliant. This salicylic acid-based exfoliant is popular for its ability to unclog pores, smooth wrinkles, and brighten the skin tone.

The brand’s motto is “Smart, Safe, Beauty“. This motto signifies the company’s commitment to providing products that are backed by scientific research, safe for various skin types, and created to enhance the user’s beauty without the use of harmful or unnecessary ingredients.

Paula’s Choice products are primarily designed for at-home use, with a comprehensive range of skincare products including cleansers, toners, exfoliants, serums, treatments, moisturizers, masks, and sunscreens.

Where the Products are Sold

Paula’s Choice products are sold globally. They can be purchased directly from the Paula’s Choice website and a variety of online retailers, as well as select retail stores worldwide.

Main Ingredients

Paula’s Choice takes pride in using ingredients that are scientifically proven to be useful to the skin and omitting ingredients that can potentially cause harm. Some common ingredients found in their products include Salicylic Acid (BHA), Niacinamide, Retinol, Vitamin C, and a variety of antioxidants, skin-restoring ingredients, and skin-replenishing ingredients.

Cruelty-Free, Vegan, Gluten-Free, Natural, or Organic

Paula’s Choice is committed to cruelty-free practices and is Leaping Bunny certified, meaning they do not test on animals at any stage of product development. The majority of Paula’s Choice products are vegan, with a few exceptions that contain ingredients like honey or beeswax.

While some Paula’s Choice products are gluten-free, not all are, so it’s important for customers with gluten sensitivities to check the ingredients list. The brand does not market itself as natural or organic, focusing instead on using ingredients that are proven to be safe and effective, regardless of their source.

Paula’s Choice embodies a commitment to quality skincare backed by science. The brand prides itself on delivering smart skincare choices rooted in research and education, empowering users to gain the best possible results for their unique skin concerns. With a diverse range of products that cater to a multitude of skin types and conditions, Paula’s Choice continues to be a respected and influential leader in the skincare industry.

Transparency is at the core of Paula’s Choice philosophy, and this is reflected in every aspect of the brand. Their products are packaged to ensure the stability of the active ingredients, and the ingredients of each product are thoroughly explained on the brand’s website. This kind of open communication allows consumers to know exactly what they’re putting on their skin and why.

Moreover, Paula’s Choice is dedicated to educating consumers. The brand website provides a wealth of resources such as ingredient dictionaries, expert advice articles, and tips for all skin types and concerns. Paula’s own background as an author and educator on skincare and cosmetics sets the tone for the company’s dedication to consumer education.

Sustainability and Social Responsibility

While Paula’s Choice is not exclusively a “natural” or “organic” skincare line, the company is conscious of its impact on the environment. They are committed to reducing waste and continually seek environmentally-friendly packaging solutions.

In terms of social responsibility, Paula’s Choice stands against animal testing and is part of Beauty Without Bunnies program by PETA, certifying that their products and ingredients aren’t tested on animals.

Innovation

Paula’s Choice has demonstrated a commitment to innovation from its inception. The brand was among the first to challenge industry norms by disclosing pH levels, emphasizing the importance of skin barrier, and pioneering the use of original combinations of actives such as niacinamide, vitamin C, and retinol.

Innovation at Paula’s Choice is driven by scientific research and consumer needs. They continue to create new formulations to address a wide array of skincare concerns, ensuring they stay at the forefront of skincare science.

Celebrity Endorsements and Recognition

Paula’s Choice has earned accolades from beauty editors, influencers, and customers worldwide. Celebrities have openly praised the brand’s products, contributing to its strong reputation. However, Paula’s Choice doesn’t rely heavily on celebrity endorsement, instead, it stands by the quality and efficacy of its products and allows the results to speak for themselves.