Paula’s Choice

Paula’s Choice is a globally operating company that primarily trades online with skin care products from its own production. In 1995, founder Paula Begoun began selling her self-developed skin care cosmetics online. Begoun has been active in the USA for a long time and, according to her own statement, came up with the idea of marketing her own skin care products after she had found out through her own experience that the wrong composition of substances for certain skin types were often used in the previously common products. The brand advertises that it proactively collaborates with research to create products that are sustainably successful in remedying a wide range of skin problems. The customer can use the online shop to determine which skin type and which particular problem they have, and suitable products are suggested accordingly. The European branch of the online shop is based in the Netherlands. On the company’s website, not only can the most diverse articles of the company be viewed and ordered directly, but one also receives background information on the most diverse topics concerning skin care via articles written in the style of a blog. Here, corresponding problem areas are discussed and the customer receives suggestions for in-house products that promise to solve the corresponding problem.