About Us
The world of skincare has never been louder. More trends, more advice, and more formulas to choose from. But skincare should feel empowering, not overwhelming.
For over 30 years, Paula’s Choice Skincare has helped take the guesswork out of your routine with proven science, clear guidance, and formulas designed to deliver results you can see. From breaking down skincare myths to formulating products around research-backed ingredients, our goal has always been simple: to help you achieve your best skin ever.
Because the right skincare doesn’t just change your skin; it changes how you feel in it. With 130,000+ five-star reviews and 300+ beauty awards, our proof is in our results. In skincare that keeps its promises.
We know formulas.
100s of independent studies, safety data & extensive consumer testing behind each formulation with antioxidants, skin-replenishing & skin-restoring ingredients to improve skin's overall health.
Our Origin
Paula’s Choice Skincare was founded in 1995 by beauty expert Paula Begoun, whose early work helped bring more transparency to the beauty industry. Known as the Cosmetics Cop, Paula wrote research-based books and product reviews that helped consumers sort beauty fact from fiction. Her commitment to honest education shaped the brand from the start, giving people clearer answers in a category often driven by trends and marketing claims.
Today, that standard continues through a global team of skincare experts, scientists, and formulators dedicated to creating products built on research, guided by evidence, and made to deliver results you can see.
1. Evidence-Based Formulation
We promise evidence-based formulation. Our products are developed using ingredients informed by process-driven published research and evaluated through appropriate testing designed to support their intended cosmetic benefits. We consider new evidence as it becomes available.
2. Transparent Communication, Not Trend-Driven Claims
We promise transparent, science-grounded communication. We do not rely on hype or unsupported trends. We explain what ingredients are designed to do, how to use them effectively, and what results you can realistically expect.
3. Purposeful Ingredients, Thoughtfully Selected
We promise ingredients chosen with intention. Ingredients in our formulas are selected for a specific purpose and used at levels aligned with current research and formulation standards.
We also avoid intentionally adding ingredients solely for marketing appeal or label presence. Our formulations are developed without added fragrances and carefully designed to minimise irritation.
4. Advanced Efficacy. Designed for Tolerance.
We promise to balance efficacy with skin comfort. Our products are formulated to support visible improvement while prioritising tolerability when used as directed. Individual experiences may vary.
5. Standing Behind Our Products
We continuously review our formulas and guidance as research evolves, and we stand behind our products through our published return policy, including our 60-day satisfaction guarantee for purchases made on Paula’s Choice website (terms and conditions apply).