Paula's Choice

Beauty begins with truth

After discovering that many of the products she had been using to calm and heal her acne and eczema-prone skin were laden with harmful irritants, Paula Begoun decided to take matters into her own hands.

Paula became a best-selling author and well-known authority on all things skincare, she then founded Paula’s Choice Skincare in 1995. Today, her eponymous range has over 150 different formulas, each of them effective, safe and backed by cited research.

Science & truth

Paula's Choice pride themselves on being smart about skincare, cutting out all the hype. Following the truth, not just what's popular.

Multi-faceted formulas

Every product they formulate contains antioxidants, skin-replenishing ingredients and skin-restoring ingredients to improve skin's overall health.

Non-irritating & highly effective

Paula's Choice uses everything skin needs and nothing it doesn't. They formulate with active ingredients in appropriate concentrations and stable pH levels. It's not about promising miracles - it's about results.

Packaged for potency

They do not use jars or transparent packaging because vital ingredients become less effective when exposed to air and light.

Leaping Bunny Certified

The brand has never tested on animals and never will. Paula's Choice uncovers the truth about skincare and share all of the facts with you along the way - because keeping your skin healthy shouldn't be a mystery.