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HOW PAULA TRANSFORMED THE BEAUTY INDUSTRY

“I’ve been controversial my whole career from the time I wrote my book back in 1984. Later in my career, I learned that I was something called a disruptor.” —Paula Beogun

For over three decades, Paula Begoun has done what nobody in the beauty industry has—told the truth. 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 & formulating effective products began.

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

ALWAYS THE WHOLE TRUTH

“There are good and bad ingredients that are natural, and there are good and bad ingredients that are lab-created. To suggest that only natural is good is bad skin care.”

“I know the limitations of skin care, I know the advancements of skin care. When you do brilliant skin care and you stay with it and you pay attention to sun protection and pollution protection, I know how healthy your skin can look.”

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. Consult our Science Advisory Board to review our list of medical experts who ensure we accurately represent the latest research.

  • 1975

    Paula is fired from her cosmetics counter job for telling clients the truth about what products could & couldn’t do for skin.

  • 1985

    Paula self-publishes her first best-selling book, Blue Eyeshadow Should Be Illegal, & appears on The Oprah Winfrey Show where she’s given the enduring nickname “The Cosmetics Cop.”

  • 1995

    Paula’s Choice launches as one of the world’s first online beauty brands.

  • 1997

    Paula’s Choice launches in Australia.

  • 2000

    Paula’s Choice launches one of the industry’s first leave-on exfoliants, 2% BHA Liquid Exfoliant, that quickly becomes a global bestseller.

  • 2002

    Paula’s Choice launches the Ingredient Dictionary, a go-to resource for beauty editors & customers.

  • 2005

    Paula’s Choice launches in Europe.

  • 2008

    Paula’s Choice launches in Taiwan & South Korea.

  • 2009

    Paula’s Choice launches in Thailand & Hong Kong.

  • 2013

    Boosters for specific concerns launch.

  • 2014
  • 2015

    First eye cream launches after 90% of customers request a formula that targets aging around the eyes.

  • 2016

    CALM collection for sensitive, redness-prone skin launches.

  • 2018

    DEFENSE collection for maintaining skin’s natural healthy glow long-term launches.

  • 2019

    Paula’s Choice partners with TerraCycle® to offer recycling options.

  • 2020

    Paula’s Choice celebrates its 25th anniversary.

  • 2021

    Paula’s Choice launches at Sephora in the US.

  • 2022

    Paula’s Choice launches the new Beautypedia Ingredient Checker, letting you analyze any skin care product in seconds.

  • 2023

    Paula’s Choice launches at Sephora in Canada.

  • 2024

    2% BHA Liquid Exfoliant is named one of the Top 100 Skin Care Products of All Time by WWD.