Brand

Paula's Choice

Its Skin Perfecting 2% BHA (salicylic acid) Liquid Exfoliant is a global bestseller, and the brand publishes an ingredient dictionary as part of an education-first approach.

Paula's Choice is a Seattle-based skincare brand founded in 1995 by author and consumer advocate Paula Begoun, known as The Cosmetics Cop. It launched as one of the first direct-to-consumer online beauty brands and built its reputation on research-driven, fragrance-free formulas and ingredient education. Its 2% BHA Liquid Exfoliant is a global bestseller, and the brand has been owned by Unilever since 2021.

Founded

1995

Founder

Paula Begoun, a consumer advocate and author known as The Cosmetics Cop

Headquarters

Seattle, Washington, USA

Ownership

Owned by Unilever, which acquired the brand from private-equity firm TA Associates in August 2021. The price, reported at around $2 billion, was not officially disclosed.

Ownership and scale

Part of Unilever's prestige beauty portfolio following the 2021 acquisition; the reported roughly $2 billion price was not officially confirmed.

Brand timeline

1985
Begoun self-publishes 'Blue Eyeshadow Should Be Illegal' and earns the Cosmetics Cop nickname
1995
Paula's Choice launches as one of the first online beauty brands
2000
The 2% BHA Liquid Exfoliant launches and becomes a global bestseller
2021
Unilever acquires the brand and it launches at Sephora in the US

Where to buy

paulaschoice.comSephoraAmazon

Where to get the best offers

Buy direct at paulaschoice.com for auto-replenish discounts and bundles, or at Sephora for loyalty rewards; the Skin Perfecting 2% BHA often appears in value sets.

Paula's Choice products we have reviewed

mid-range

Skin Perfecting 2% BHA Liquid Exfoliant

Paula's Choice

Key Ingredient

Salicylic Acid (2% BHA)

Helps unclog and minimize the look of poresExfoliates to smooth texture and even skin toneLightweight formula with soothing green tea

$37.00/ 4 fl oz (118 mL)($0.31/ml)

Review Product

mid-range

10% Niacinamide Booster

Paula's Choice

Key Ingredient

Niacinamide (10%)

Visibly minimizes the look of enlarged poresHelps brighten and even skin toneUltra-light texture that layers well

$49.00/ 0.67 fl oz (20 mL)($2.45/ml)

Review Product

mid-range

C15 Super Booster

Paula's Choice

Key Ingredient

Vitamin C (15% L-ascorbic acid)

Helps visibly brighten skin and boost radianceImproves the look of fine lines and wrinklesFast-absorbing formula with ferulic acid

$55.00/ 0.67 fl oz (20 mL)($2.75/ml)

Review Product

Brand background is compiled from public sources. Ownership and valuation figures are reported acquisitions or valuations where disclosed; private brands are marked as not publicly disclosed. Prices and retailers change, so confirm on the brand's official page.