Celebrating 25 Years

For the last 25 years, we've cut through the noise in the beauty industry by explaining ingredients, sharing our research and giving you the facts – because Beauty Begins with Truth.

Beauty begins with you

Thank you for 25 years of truth, results & community. We couldn’t do it without you.

"With Paula's Choice I know I'll always get the truth."
@simplyije

"I believe in Paula’s Choice because their products are based on research"
@stephaniebroek

"I was blown away at how the brand works to empower customers."
@rachelengel

Beauty begins with you

Thank you for 25 years of truth, results & community. We couldn’t do it without you.

"With Paula's Choice I know I'll always get the truth."
@simplyije

"I believe in Paula’s Choice because their products are based on research"
@stephaniebroek

"I was blown away at how the brand works to empower customers."
@rachelengel

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Meet our skincare experts

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Paula's story

25 years ago, Paula Begoun didn’t join the beauty industry – she changed it.

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Smart, Safe Beauty

We uncover the truth about skincare – no myths, no fluff, no hype.

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What's new?

Update your skincare routine. Our latest products are winning fans.

SHOP NEW PRODUCTS

Meet our skincare experts

Get to know the team on hand to help you on your journey to healthy, glowing skin.

READ MORE

Paula's story

25 years ago, Paula Begoun didn’t join the beauty industry – she changed it.

READ MORE

Need a routine?

Answer 2 quick questions and we'll recommend the right products.

FIND MY ROUTINE

Smart, Safe Beauty

We uncover the truth about skincare – no myths, no fluff, no hype.

LEARN MORE

You deserve perks

Become a member for exclusive gifts, deals & personal skincare advice.

SIGN UP