"Smart and safe", skincare according to Paula's Choice
All you need to know about the history of the brand and its founder, and the products for a complete and effective beauty routine
G-Club
April 13th, 2021
April 13th, 2021
Since the launch pf her cosmetics brand Paula's Choice in 1995, Paula Begoun has pursued a mission, the mission of revolutionizing the beauty industry by helping all enthusiasts to dispel false myths and instead seek quality and transparency in the products they use.
"Paula's Choice explains the research and clearly tells what you need to know about skin care, citing exact studies and sources. We continually review new data and research on skin care and ingredients and want to share this information with you." - Francesca Cambuli, Manager of Education & Applied Research, told nss G-Club.
It all began earlier, in 1985, with a book called Blue Eyeshadow Should Be Illegal, which attracted the attention of Oprah Winfrey from whom Begoun earned the ironic nickname of Cosmetic's Cop. Ten years later Paula's Choice was born, and celebrated its 25th anniversary last year.
Over the years, another 20 best-selling books followed and, in 2008, the launch of Beautypedia.com: a reference point for the American beauty community that collects reviews on every cosmetic product in the market. Everything revolves around the brand, and the founder herself says:
"Paula's Choice was born out of my personal frustrations going back to my teenage years when I was looking for products for my skin issues and then, a few years later, for wrinkles. My complexion was a disaster and, like for many of you, the skincare products I used either didn't help or made it worse. Paula's Choice is a complete collection of handpicked skincare and make-up products that meet my strict criterion of excellence based only on what published research states as effective".
Indeed, from the personal experience that Paula literally lived on her skin, came the need to find a solution to the lack of reliable and high quality cosmetic products to solve the most common skin problems, that are at the same time fragrance-free, non-irritating, never tested on animals and with sustainable packaging.
"We only use the best natural and synthetic ingredients available to meet skincare needs for all ages, for all skin types and needs. We formulate with active ingredients in appropriate concentrations and with the correct pH levels. We never use ingredients that research shows to be irritating, astringent or that can make skin problems worse, we use everything the skin needs, nothing less." - explains Francesca Cambuli about the ingredients.
Over the years, the brand has developed different product lines dedicated to the many needs of our skin, while maintaining the core values of transparency and effectiveness, with particular attention to the ingredients. Among these, recently introduced is the CBD (or cannabidiol) contained in two products presented in February 2021: the CBD Skin Transformative Treatment Milk and the CBD Oil + Retinol. The benefits of CBD? It helps prevent and fight signs of aging, especially when combined with retinol, and to calm the skin and make it less sensitive and stressed.
So how can we build the ideal skincare routine according to Paula's Choice? First of all, by not giving in to false myths and all the "hype" around the products or ingredients we choose.
"Our philosophy? Smart and safe beauty. In addition to truly effective skincare products, we have become famous for exposing legends, misleading information and even lies of the skin care world. Paula's books and articles on Paula's Choice websites around the world are dedicated to delivering the truth about skincare, even when it's not popular." - adds Francesca Cambuli.
This philosophy is reflected in products formulated with active ingredients, in the right concentrations, which ensure stable pH levels.
Starting with the cleanser and sunscreen of the Defense line, created in 2018 with the aim of reducing the harmful effects of external agents and pollution; o the Omega + Complex serum created in 2017 to solve the problems of dry and dehydrated skin that shows signs of fatigue such as fine lines and wrinkles; or even the most recent Clinical line, with more advanced and targeted formulations for specific problems such as the signs of aging, dehydration or sun damage, introduced in 2020.
"The beauty routine should initially include a basic regimen with products formulated for the specific skin type (oily, dry, combination, etc.): start with a cleanser, then continue with an exfoliant and finish with a moisturizer with SPF during the day, or an SPF-free moisturizer during the night. Now that you've set the basis, you can further customize your routine by adding one or more extras, such as toner, serum, booster and specific treatments." - continues Cambuli.
nss G-Club has selected the best-selling products for a complete and effective beauty routine by Paula's Choice, scroll through the gallery to discover them one by one.
Defense Cleanser
Skin Balancing Toner
Skin Perfecting 2% BHA Liquid Exfoliant
C15 Super Booster
Clinical Niacinamide 20% Treatment
Clinical Ceramide-Enriched Firming Eye Cream
Omega+ Complex Serum
Defense Moisturiser SPF 30
Water-Infusing Electrolyte Moisturiser
Super Hydrate Overnight Mask
Radiance Renewal Mask
Last but not least, how to really understand your skin type? Just follow Paula's Choice's special tips:
Follow these simple steps to determine what skin type you have and what types of products are right for you.
1. Wash your face with a mild cleanser and wait 15-30 minutes.
2. Do not apply any product during this period.
3. Determine your skin type based on the natural characteristics of your skin.
Normal skin: the skin is smooth, there are no signs of flaking or greasiness; dry skin: the skin feels tight and dehydrated and may have scaly areas; combination skin: the skin shows an oily T-zone (forehead, nose, chin) and is normal / dry in the rest of the face; oily skin: Your skin appears oily and greasy to the touch, and there may be rashes.