Paula's Choice

From a product to sell Us 

to a story to tell You

New Brand Campaign

New Tagline

New EVERYTHING!

It means your skin reflects all your choices.The super helpful ones like hydrating, sleeping, being a skincare rock star know-it-all. And the … less helpful ones too. (Hi, stress. Hi, sugar. Hi, happy hour.)

It also about Paula’s own choices — what goes into the formulas and what doesn’t. Those decisions show up too. 

And that discernment is what’s made the brand a favorite of derms, editors, and skincare aficionados everywhere.

Visual Mood

Relatable meets culture meets uncategorylike. 
A cinematic, optimistic look and feel that reassures you: you made the right choice. It’s warm, honest, and human and sometimes funny — a slice of life you don’t always see in beauty. Because we’re all just people making choices — some great, some questionable, all real. 
And we’re here to support your skin through them.