Paula's Choice is a skincare brand and retailer founded in 1995 by beauty industry expert and author Paula Begoun. The company built its reputation on evidence-based skincare formulations backed by peer-reviewed scientific research, and its founder's best-selling book "Don't Go to the Cosmetics Counter Without Me" helped establish the brand's no-nonsense approach to beauty.
The brand is best known for its BHA (salicylic acid) and AHA exfoliants, particularly the Skin Perfecting 2% BHA Liquid Exfoliant, which has achieved cult status in the skincare community. Paula's Choice products are formulated without fragrance, parabens, and other potentially irritating ingredients, and every product page on the website includes a full ingredient list with explanations of each component's function and the research supporting its use.
Paula's Choice sells directly through its website and through select retail partners. The brand offers a comprehensive routine builder tool and extensive educational content through its Ingredient Dictionary and Expert Advice articles. The company was acquired by Unilever in 2021 and continues to operate as a standalone brand with its commitment to science-first formulations.