Paula's Choice Skincare

Paula's Choice is a Seattle-based, research-backed skincare brand founded by consumer advocate Paula Begoun in 1995. Built on the radical idea that beauty should be judged by ingredients rather than marketing, the company sells fragrance-free, cruelty-free, science-driven products direct to consumers around the world. Its cult 2% BHA Liquid Exfoliant and a culture of ingredient transparency turned a self-published 'Cosmetics Cop' into a roughly $300M brand that Unilever acquired in 2021.