Under the slogan ‘Beauty begins with the truth’, Paula Begoun, the creator of the firm, radically turned the beauty industry around 35 years ago with a brutally honest and direct speech about truly effective treatment products.

Driven by her determination to find a solution to her acne and eczema problems, Paula dedicated herself to learning about the science of facial treatment and sharing her knowledge to help others. She is one of the most respected skincare expertes with 20 published beauty bestsellers in addition to her famous Beautypedia.

Her skincare brand, Paula´s Choice, represents smart beauty, science, truth and stands out for her unbeatable multi-faceted and sustainable formulas.