With the power of social media, it is very rare in the world of beauty that any brand can be regarded as “under the radar.” You see, every time a person of note likes something and posts about it on their Instagram, they set the whole beauty world on fire. While this is most certainly the case for the majority of brands and products, even in 2021, not everything great breaks the internet.
I know we’ve discussed this before, but the reality is even when a product is really, really great, if it doesn’t look the part, the chances of it making it onto the Discover page are low. How do I know this, you ask? Well, because I’m very much in the midst of it. When you spend a lot of time around friends and colleagues who are also beauty editors, experts and specialists, you soon realise that there are two types of favourites: the buzzy ones that everyone posts about and the ones that everyone kind of wants to keep for themselves. One of the latter brands is Paula’s Choice.
Founded 25 years ago by Paula Begoun, Paula’s Choice is one of the most highly regarded skincare brands around. Begoun, who has basically dedicated her life to clearing up and simplifying the skincare bubble and has written a number of brilliant books that have pride of place on my bookshelf, champions the idea that skincare should always be backed by scientific evidence and extensive product research. Essentially, Paula’s Choice offers up no-frills products that simply aim to deliver results.
I know this sounds like a lot of other brands around at the moment (and some, like The Ordinary, that have lower price tags), but there’s something different about Paula’s Choice. You see, everything is really quite comprehendible. Shopping for a Paula’s Choice product doesn’t require a dictionary or hours of research; everything is remarkably easy to navigate. For example, I know that if my skin is plagued with blackheads, the cult BHA Liquid Exfoliant (£29) will do the job, and if my skin is feeling drier than normal, the Hyaluronic Acid Booster (£34) can be slotted into my regimen with ease. In fact, I’d go as far as to say that Paula’s Choice products are some of the most efficacious around.
But it is because of this excellence that I am confused. Why is it that virtually every single beauty editor I know has at least one Paula’s Choice product in their daily routine, but when I mention the brand to my friends outside of the industry, hardly anyone has heard of it? I suppose I should revert to the idea I considered earlier. Perhaps it is because every single ounce of extra energy is put into the formula of the products—and not so much the packaging, branding and everything else that creates buzz—that Paula’s Choice remains one of beauty’s best-kept secrets.
However, when it comes to skincare, I don’t believe there should be secrets. Whether you’re suffering from pigmentation, acne or fine lines, I think everyone should know all of the options available to us. And if you ask me, Paula’s Choice is a really wonderful place to start.
Up Next: The 5 Skincare Mistakes I’ve Stopped Making Since Being a Beauty Editor.
