The Cult Skincare Brand To Have On Your Radar

"This led me to write my books [there are over 20 in total], all of which taught people how to take care of their skin. After that, readers begged me to come up with products of my own to make their routines easier and more effective. It took three years of formulating, as well as working with the best cosmetic chemists in the world, before Paula’s Choice was launched in 1995.” 

Extensive Research & High-End Ingredients Are At The Forefront

“The success of Paula’s Choice still blows me away given the number of skincare brands out there. What sets us apart is the fact we address different skin types with simple formulas. Also, my team and I are steadfast and focused on research about the skin. We only use ingredients which are proven to improve the skin in significant ways and we rarely follow trends – unless they have impressive claims behind them. When research is there, we act on it, like we did with ingredients like peptides, azelaic acid and cannabidiol (CBD).” Likewise, the brand ensure that every product formulated contains a unique blend of replenshing ingredients, as well as antioxidants to improve skin's overall health and radiance. 

Each Product Aims To Simplify & Educate

“Skincare doesn’t need to be expensive or overly confusing, which is what I’ve tried to show with the brand. Everything is clear, concise and obvious in terms of who should be using it – for example, oily skin types, or those with sensitivity. What matters in skincare is the products formulation. A basic routine should include a gentle cleanser, a leave-on AHA or BHA exfoliant, serum, booster, or a moisturiser that’s brimming with antioxidants. It goes without saying you should be using an SPF30 daily (or greater), too. Other things to consider are more specific treatments. If for instance, you have acne, a well-formulated routine is so important. This involves daily, gentle cleansing, and leaving on an exfoliant like my 2% BHA Liquid Exfoliant​. It’s key to look for boosters, too, such as our 10% Azelaic Acid Booster [another core best-seller] which works to reduce breakouts and diminish red marks from past blemishes. Above all, I can’t stress how important it is to avoid anything that irritates or inflames the skin.” Another benefit of the brand is all the products in the line can be applied together. This is important as there's a lot of confusion around what you can and can't layer, so Paula's Choice has taken the guesswork out, allowing you to mix and match with ease.

One Formula Remains A Bestseller

“The Skin Perfecting 2% BHA Liquid is a global bestseller. It’s truly unique in that it’s a gentle, leave-on exfoliant which sheds dead skin cells efficiently. Brimming with anti-inflammatory ingredients, it's a great solution for those with sensitive or reddened skin. You'll find your complexion has a visible glow, as well as renewed smoothness post-use. Sun damage and certain skin disorders can prevent this process happening naturally, hence the need for a topical product to step in and help your complexion do what it can’t do on its own. The other benefit is it works overnight to unclog pores, reduce spots and diminish wrinkles. It hydrates, too. Having developed this for myself, I never thought it would become so popular. You can now try this cult BHA Liquid with 15% off here.” 

Paula’s Choice Is All About Consistency

“The most important aspect of skincare is consistency, something I’ve tried to reflect in Paula’s Choice – everything is based on simplicity. There are three key things your skin should have in abundance daily: antioxidants, a hydrator [hyaluronic acid], and skin repairing formulas. Regardless of your age or skin type, these are essential – especially antioxidants which block environmental damage and protect.” 

They Continue To Stamp Out Skincare Myths

“I’ve made it my mission to stamp out misleading information. As a brand, we are dedicated to providing the truth about skincare – even if it isn’t popular. There are so many myths I’d like cleared up – one is that people believe a cool, tingling sensation means a product is working. This is your complexion telling you it’s being sensitised and irritated – not helped. In addition to what you feel on the surface, there is also damage occurring below, destroying support structures – this is often caused by alcohol, menthol, peppermint oil or essential oils. Another myth is that natural ingredients are better for the skin. Research makes it abundantly clear that while there are brilliant natural ingredients, there are also many that irritate and damage your complexion. Plenty of lab-engineered ingredients are brilliant, but they often get downplayed or are accused of being damaging – the opposite is true. Moral of the story: natural isn’t always better, and synthetic doesn’t mean bad."

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