If you haven’t heard of Paula’s Choice, you should probably tell a lie and pretend you have. It’s the sort of skincare brand your mother, your best friends and your work colleagues have used at some point in their existence.
The Seattle-based company has been around for 35 years, founded by Paula Begoun, who was a long-time sufferer of acne and eczema growing up.
After studying science, she worked as a makeup artist and esthetician, eventually opening up her own cosmetics store. Paula soon became known as a bit of an expert in her field, an early beauty influencer (before the days of social media) who wrote about beauty industry and appeared as guest speaker on shows like Oprah. It wasn’t until 1995 that she was spurred on to create her own brand of terribly hard-working products, thus, Paula’s Choice was born.