Paula’s Choice Skincare

Paula’s Choice: Brand Heritage and Evolution

Paula’s Choice was founded in 1995 by Paula Begoun, an advocate for transparency in the beauty industry famously known as the 'Cosmetics Cop.' The brand's signature is its commitment to science-backed, fragrance-free formulas that focus on high-performance ingredients like BHA (Salicylic Acid), Retinol, and Niacinamide.

Originally established in Seattle, Washington, the brand quickly gained a global cult following thanks to its direct-to-consumer model and educational approach to skincare. In August 2021, the brand was acquired by the British consumer goods giant Unilever. This acquisition integrated Paula's Choice into Unilever's Prestige division, expanding its global distribution while maintaining its US-centric manufacturing operations.

Despite the change in ownership, the brand continues to develop its products primarily in the United States, utilizing rigorous research and development to uphold the standards originally set by its founder. Today, it remains one of the most recognizable names in the clean beauty and clinical skincare market.