Paula's Choice

Paula's Choice is a skincare brand and retailer founded in 1995 by beauty industry expert and author Paula Begoun. The company built its reputation on evidence-based skincare formulations backed by peer-reviewed scientific research, and its founder's best-selling book "Don't Go to the Cosmetics Counter Without Me" helped establish the brand's no-nonsense approach to beauty. The brand is best known for its BHA (salicylic acid) and AHA exfoliants, particularly the Skin Perfecting 2% BHA Liquid...

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