Paula’s Choice finally arrives at Sephora
After years of anticipation, the American brand Paula’s Choice made its debut at Sephora in 2025, offering skincare enthusiasts products with impeccable composition and proven results.
A pioneering brand in cosmetic transparency
Founded in 1995 by Paula Begoun, Paula’s Choice was born of a clear ambition: to offer effective skincare without superfluous ingredients. The brand’s history began with its founder’s own skin problems, suffering fromacne and eczema, which led her to develop formulas based on scientifically proven active ingredients.
A visionary from the outset, Paula Begoun opted to sell exclusively online, a bold gamble at a time when e-commerce was still in its infancy. This avant-garde approach enabled her to build a loyal community, seduced by her expert advice and absolute transparency on the composition of her products. Dubbed the “cosmetics cop”, she has established herself as a benchmark in the industry, detailing the benefits of every ingredient used.
A complete range now available in store
Until now only available online, Paula’s Choice is finally coming to Sephora stores. From March 10, 2025, the products are available on the brand’s website, and from March 17, consumers will be able to find them on the shelves.
The brand offers a varied and targeted range, adapted to all skin problems:
- Face and body scrubs, with the famous BHA 2%, a skincare must-have.
- Anti-blemish skin care, to fight acne effectively.
- Anti-aging routines based on retinoids and antioxidants.
- Sun protection, for optimum defense against UV rays.
With its colorful, minimalist design, Paula’s Choice stands out for both its effectiveness and its educational approach. Thanks to Sephora, this cult brand is now more accessible than ever, a godsend for skincare enthusiasts looking for concrete results.
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