paula's choice

Founded in 1995 by investigative journalist and author Paula Begoun, also known as the “Cosmetics Cop,” Paula's Choice was established out of a need for transparency and science-backed skincare. . Frustrated by misleading claims in the beauty industry and her own battles with acne and eczema, Begoun launched the brand as one of the first to sell directly to consumers online. The brand's philosophy centers on creating effective, fragrance-free, and non-irritating products that deliver on their promises. The product line focuses on potent, research-backed ingredients like exfoliants, antioxidants, and retinols. Its most iconic product, the SKIN PERFECTING 2% BHA Liquid Exfoliant, has gained a global cult following for its ability to clear pores and improve skin texture. After being acquired by Unilever in 2021, Paula's Choice has continued to grow while staying committed to ingredient transparency through resources like its extensive online ingredient dictionary and maintaining its Leaping Bunny certification for cruelty-free practices.