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When it comes to skincare, only the best will do. Our research teams create innovative formulas that are constantly being perfected. There are always new studies and we’re always testing. Be sure to check out our latest product launches and discover our innovative new formulas for yourself. Discover more

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  • NEW
    All Skin Types

    A powerful blend of retinol and bakuchiol tackles fine lines and wrinkles, restores firmness and evens out skin tone.

    Free Gentle Cleansing Cloths
  • Beauty researcher turned Paula’s Choice Skincare Founder, Paula Begoun and her team of internationally-recognised experts provide a no-nonsense guide to the world of beauty and skincare in this limited-edition book.

    Free Gentle Cleansing Cloths
  • NEW
    Normal skin, Dry skin

    Strengthens and nourishes dehydrated eyes to visibly reduce the appearance of fine lines and crepey skin over time.

    Free Gentle Cleansing Cloths
  • NEW
    All Skin Types

    The Water-Infusing Electrolyte Night Cream is a burst of hydration that works to replenish the water content inside skin. It’s weightless, refreshing texture nourishes and recharges dull looking skin.

    Free Gentle Cleansing Cloths
  • NEW
    Combination skin, Oily skin

    This mask is specially formulated for acne-prone skin. It mattifies shiny skin, helps prevent breakouts and soothes redness.

    Free Gentle Cleansing Cloths
  • NEW
    All Skin Types

    A leave-on or rinse off mask that reduces redness, soothes skin, and provides long-lasting hydration for all skin types, but especially for those struggling with sensitive skin.

    Free Gentle Cleansing Cloths
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“What we know about what benefits skin today, we did not know five, ten or fifteen years ago.”

Dedication to research

Our goal is to make available what recent research says helps your skin. It’s actually how our brand came to be. Paula dedicated most of her time to sharing her extensive, objective and research-based skincare knowledge with others. But our work is never finished - it’s an ongoing process.

Always innovating

There’s a constant flow of product development, based on the most recent scientific research and published studies. Efficiency of ingredients and formulas is paramount. That is why you won't find irritating ingredients or fragrances in our products, why we never sell products in jars and why all our day creams have a minimum SPF of 30. All backed by research, of course.

Beauty begins with truth

Our philosophy? Smart, Safe Beauty. The products you use should work and be good for your skin, no exceptions. Based on our heritage in consumer advocacy, each of our formulas is effective, safe and backed by cited research. We uncover the truth about skincare and share all of the facts with you along the way - because keeping your skin healthy shouldn't be a mystery.

Our products do what they promise and we want you to experience that for yourself, that's why we offer a 60 day money-back guarantee. If you are not satisfied with your purchase, contact us within 60 days for a full refund.

We're here to help

For any questions about our products or for help on building a skincare routine, please contact our Customer Care team. Our skincare experts are on hand to help you find the best products for your skin.