Knowledge is beautiful

About us

There is nothing more important to us at Paula's Choice than helping you get the best skin of your life. To achieve that, skincare must deliver on its promises. We are not afraid to tell the truth about what's best for yout skin and we want to share that knowledge with the world.

We base our product development on scientific research. Efficacy of the ingredients and products is paramount. That is why you won't find irritating, unnecessary fragrances in our products, why we don't sell products in jars and why all of our day creams have an SPF of at least 30.

Paula's Choice

Skincare should not contain irritating ingredients

Paula Begoun

Paula discovered a problem
After struggling with acne and eczema for years, Paula started reading the labels of skincare products. This is how she discovered that she had been applying harmful ingredients like acetone (nail polish remover) to her face.

Paula did her research
Paula started reading everything about skincare and immersed herself in ingredients to learn what works, and why.

Paula told the truth
When she worked at a beauty counter in a department store, Paula refused to sell their anti-wrinkle creams because she didn't believe that they worked. Her honest approach got picked up by the press.

Paula shared her knowledge with other women
No-one should ever have to go through what Paula went through. Through more than 20 bestselling books, appearances on CNN, Oprah, Today Show and other TV programmes, Paula told the truth and became known as an authority on skincare.

Paula developed ground-breaking formulas
Thousands of fans asked for it, so after 10 years of research Paula started her own skincare line. The results speak for the themselves.

Truth in beauty

Beauty is very personal, it means something different to each person. But regardless of whether you're a make-up fanatic or a bare-faced beauty, healthy skin is the most important foundation for us all. It is our mission at Paula's Choice to give you the right information on skincare and ingredients so that you can achieve the best skin of your life.

Always use an SPF during the day

Paula's Choice

Our values

We tell the scientifically researched truth. We believe it is important so that you can make the best skincare choice for your skin. We want you to be confident that the products you are using do as they promise.
You have a right to know what's in your products, and what these ingredients do exactly.

Our beliefs

  • 100% effective, 0% fluff
  • Empowering through knowledge
  • Clear and honest communication
  • Skincare that keeps its promises
  • Beauty on your own terms

How we do it

  • A dedication to research
  • Expert skincare advice
  • Research journalism
  • A cocktail approach to ingredients


  • Straightforward skincare routines
  • Scientifically proven ingredients
  • Free from alcohol
  • Age is not a skin type