Brand
Paula’s Choice
Selected for the 2026 Hot Brands database based on 2026 beauty editorial / consumer watchlist, current hero-product visibility, and sustained consumer/creator attention.
Founded by consumer advocate Paula Begoun, Paula's Choice built its reputation on ingredient transparency and evidence-focused skincare. Its 2% BHA exfoliant became a global cult product.
History
Founded by consumer advocate Paula Begoun, Paula's Choice built its reputation on ingredient transparency and evidence-focused skincare. Its 2% BHA exfoliant became a global cult product.
Lines
Skin Perfecting 2% BHA Liquid Exfoliant
Positioning
Skincare — United States
