Pleasure to Meet: Paula's Choice -

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When I moved to London, I had to control myself to not go crazy with beauty products. With so many options at reasonable prices, every trip to Boots, Superdrug, Space NK or a department store was a real danger. As my student budget limited my spending power, I had to think carefully and compare before purchasing anything. That’s when I found Beautypedia, a website dedicated to reviewing cosmetics with a scientific approach, by the way of ingredients proven effectiveness. After reading some reviews of products and brands that I thought were all the hype and realize that several sell pigs in a poke, I had to review my concepts.

The site is actually the extent of “Do Not Go To The Cosmetics Counter Without Me” a bestseller on cosmetics published in the 1990s by Paula Begoun, an American who devoted herself to demystify the beauty industry after years suffering with problems like acne and eczema without finding solutions. In the US, she is known as the “cosmetics cop” and was a constant figure on talk shows like “Oprah” and “Dr. Oz “. After the first book, many others were published (20 in total), such as “The Original Beauty Bible” and the recently released “The Best Skin of Your Life Starts Here”.

With so much knowledge and popularity, the natural step was to launch her own brand, what happened in 1995. Called Paula’s Choice (yes, the name is strange. Why not Paula Begoun?), the company delivers on the promise of using only ingredients proven to slow the signs of aging, fight acne and moisturize the skin. No seaweed from the depths of the Indian Ocean or extracts of white orchids from Provence Alps. Retinoic acid, salicylic and hyaluronic acid, vitamin C, niacinamide, FPS and no fragrance in products are recipes for healthy skin without irritation.

Among the hits are Resist Anti-Aging Pore Refining Treatment 2% BHA, an exfoliating lotion with salicylic acid, Skin Recovery Moisturizer, Resist Anti-Aging Super Antioxidant Serum and Clinical 1% Retinol Treatment. The best is that you can buy samples or travel sizes to try, which for me is essential. My dilemma was testing and then wanting them all!

The brand also uses social media, particularly videos on YouTube to answer questions, do Q & As with consumers and give some realistic options for treatments – they are also honest in saying that the effectiveness of cosmetics is limited. Unfortunately, certain results are only possible with needles and lasers in the dermatologist’s office (forget lifting effect, for example). Other lessons learned: physical exfoliants (in grains) age and irritate skin and packaging that favours the entry of light or the contact with fingers (like those round pots and jars) seriously undermines the formula efficacy. After all this, I can only say that I have become a much more informed consumer, aware of my choices. On second thought, the name Paula’s Choice does make sense…

Ah, the products are sold online in several countries. To see the full list, click here

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