Ever wondered about the hype behind the no-fluff, honest, #WomenOwned skincare brand Paula’s Choice? The social media favourite and cult classic brand was founded by Paula Begoun in 1995. The brand entered the beauty industry and changed its course by delivering effective, active-powered products formulated based on smart skin science. For 28+ years, Paula’s Choice followed the scientific solutions rather than the hype for your skincare needs. From their 2% BHA exfoliant to their pore-minimizing toner, their products are well-established to target your specific skin concern to soothe, repair and protect your skin and deliver visible results.