Founded in 1995 by Paula Begoun, Paula’s Choice is a Seattle-based, research-driven skincare brand focused on truth, transparency, and cruelty-free, fragrance-free products. Acquired by Unilever in 2021, the brand is a leading direct-to-consumer (DTC) company known for effective, ingredient-focused products targeting wrinkles, acne, and rosacea.

For over three decades, Paula Begoun has done what nobody in the beauty industry has — told the truth.

Research continually evolves, but Paula’s commitment to uncovering the truth remains the same. Today, Paula’s Choice has established one of the most robust science-backed foundations in the industry to take the guesswork out of skin care.

Long before formulating her own products, she was a consumer struggling with acne & eczema, desperately trying to find products that wouldn’t make her skin worse. That’s when her lifelong career of research and formulating effective products began.

“What I wanted to do was make great skin care products and provide information.”

At Paula’s Choice, we believe that beauty begins with truth. You deserve smart skin care choices—minus all the hype.

+Smart
+Safe
+Effective
+Fragrance Free
+Cruelty Free

Seattle, Washington

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