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Founded by Paula Begoun in 1995, Paula's Choice is a global skincare brand known for its jargon-free science, high-performing ingredients, and cruelty-free products. Its mission has always been simple: to bring honesty and transparency to an industry long driven by marketing over results. Every product is developed using independent studies, safety data, and consumer testing, and is formulated to be non-irritating and free of unnecessary ingredients like fragrances and dyes. The brand also offers digital tools to demystify skincare, including an ingredient dictionary covering nearly 4,000 ingredients.
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