Something’s Wrong With Paula’s Choice - From Science To Sell Out

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For years, Paula’s Choice was considered the gold standard in science-backed skincare, transparency, and ethical formulation. Founded by Paula Begoun, a self-proclaimed beauty industry watchdog, the brand was built on truth, education, and integrity—values that resonated with beauty consumers frustrated by misleading marketing and ineffective products.

But as we’ve seen time and time again in the beauty industry, success often comes at a price. As Paula’s Choice grew in popularity, so did its corporate ambitions, leading to a series of private equity investments, price hikes, and, ultimately, its controversial $2 billion acquisition by Unilever. Today, many longtime fans question whether the brand that once stood for truth and transparency still embodies those principles—or if it has simply become another corporate beauty giant more focused on profit than purpose.


CHAPTERS:
00:00 – Introduction: The Rise & Fall of Paula’s Choice
02:20 – Who Is Paula Begoun? The Origins of an Industry Watchdog
07:15 – The Birth of Paula’s Choice: A Brand Built on Science & Transparency
13:10 – Private Equity Enters: The First Signs of Change
18:50 – Unilever Buys Paula’s Choice: A $2 Billion Turning Point
25:30 – The Backlash: Lawsuits, Ethical Concerns & Price Hikes
32:15 – The Future of Paula’s Choice: What Happens Next?

Many of the brand’s original formulations remain unchanged, and some of their products are still cult favourites for a reason. But if you’re supporting Paula’s Choice because of its original ethos of transparency, consumer education, and affordability, then it’s important to recognise that the brand today is not the same as it was 10 years ago.

The question remains: Has Paula’s Choice lost its integrity, or is it simply evolving with the times?

#PaulasChoice #BeautyIndustry #BehindTheBeauty #SkincareInvestigation #BeautyScandal #PaulaBegoun #Unilever #EthicalBeauty #SkincareLies

[MoonyElwyn]

“In 2000, nearly 25 years ago”
When I tell you I had to put down my tea and just breathe for a moment as I worked on accepting the truth of that statement…

[kickyc]

I got a Paula's Choice ad, once again AdSense fails to read the room 😂

[curlyroller]

I knew Paula’s Choice had a problem as soon as I saw an eye cream on their website. 😮 Miss Paula would never! 😂😂😂

[Kennedy]

She sold it years ago it’s hasn’t been “Paula” in years! She doesn’t believe in eye cream and many other items they now sell.

[mundain]

the inflation term ur looking for has been dubbed “shrinkflation” when brands shrink products but dont adjust prices accordingly

[RachelWoodruff-uo]

As a GenX-er she was SO helpful in the 90's. Her books were terrific, and as you point out there was nothing like it at the time. As a middle-aged person now, I also think it is important to point out that this was WAY before beauty and skin care info and beauty influencers were as ubiquitous as they are now. She really was the OG! I was a devoted follower and user of Paula's Choice products. However, since it became obvious that she was no longer at the helm and the company was moving away from its founding values, I stopped buying their products a few years ago.

[chrissylou]

My husband isn’t in the least interested in skincare (or makeup when I’m watching Robert’s content), but he constantly talks to me about what you’re talking about.

The legal and ethical aspects are so fascinating and the way you present them engage even the least disinterested!

Also thank you for your videos. I’ve been struggling with serious illness lately, and your videos have helped educate me on how to take care of my skin to help take back control of some aspect of my life!

[Great_White]

What happened to Paula's Choice is what happens to companies all the time, no matter the industry - they get absorbed by conglomerates, have their names used, have their quality dropped, have their prices increased and get us used to subpar products, so these conglomerates can make a buck. If we don't know what's good, we don't complain. We just say, "Oh! This is how it is now, I guess".

[jankajonasart]

I have used Paula's Choice for years, however more recently I've caught them inflating their prices substantially during their big sales. The "deals" are just their regular pricing, and then they lower them back down after the sale is over.

[katfayegarrett]

Im so old i had every "Don't Go to the Cosmetics Counter Without Me" books. I devoured the information in them, i learned so much.

[Kate-onup]

This is the third time you’ve posted about a brand right after I purchased their products 🫠Next time I want to buy something new, I’m holding off until you post lol

[phigmentor]

I am, too, honestly. I have been PC faithful for nearly 20 years. And my skin is proof of it, FWIW. And these days....I'm starting to worry about a lot of the frivolous stuff. While a lot of the legacy products (the resist line, the BHA, their retinol serum, etc.) are still fantastic, a lot of the new launches feel hasty.
and don't get me started on the whole eye cream bullshit.

[winterlover]

I truly believe that many people start out in the beauty business with good intentions of creating a line built on integrity but then the smell of money is too good to resist and everything goes to hell.

[rootsm]

There's the magic two words...private equity

But I always took PC as the brand for skincare nerds and aestheticians. And I just knew something was up when I saw them in Sephora.

[lanadelhey]

About three years ago she started selling MAKEUP WIPES the woman who hated them for years… in an interview she said she was going where the market was so i lost hope from that day

[wanderinglimma]

Used to use PC religiously about 5 years ago. The prices went a bit insane and I moved to Korean and Japanese skincare, didn't ever go back.

[Uncle_Smidge]

I LOVED Paula Begoun back in the beginning, as someone who qorked in skincare and wanted to be informed for customers' inquiries (and myths). Her second book was a game changer.

[BrianDaDiamond-yosv]

One of the chemists in Paula’s Choice company moved to Drunk Elephant and he is the one berating customers and blaming them for the problems that the drunk elephant products caused! I remember him distinctly on the burner account. That’s one of the reasons I stopped using any Drunk Elephant product!

[amygirl]

I had Paula’s book “don’t go to the makeup counter without me” when I was a teenager in the mid 2010’s. This was just on the cusp of beauty you tube exploding and besides a few big makeup blogs there wasn’t a lot of people providing good, independent reviews on products. Her book was pages and pages of reviews on other brands specific products, totally a game changer back then especially for a teenager who had like 40 dollars saved from allowance and was trying not to blow it on a crappy product! and to me she had a lot of credibility because even though she had her own brand she included other brands’ products in her highest rated tiers. Then after that I started using her online search tool which was basically the same thing as the book but included the newer latest products the brands were selling. She really helped me cut through a lot of the cosmetic company BS and I still remember her highest rated products today!

[dinasilva]

My choice is watch this channel. The best thing i ever did for my skincare. Thank you James, i can't express in mere words how much i love your work and adorable personality. Never change, please❤