101 Guide to PAULA’S CHOICE
It’s transparent, it’s trustworthy and it empowers its fans by challenging misinformation in the beauty industry. Those are just three of the reasons why {PAULA’S CHOICE} has become such a go-to for smart and safe {skin care}. The brand was founded by Paula Begoun in 1995, 20 years after she was fired from her cosmetic counter job for telling clients the truth about what products could and couldn’t do for skin. More than three decades on, Paula remains committed to uncovering the truth.
Let’s take a detailed look at PAULA’S CHOICE and its bestselling products, then we’ll hear from {Natalie} from the Cult Concierge team about the best PAULA’S CHOICE products for different skin types and how to use this smart skin care brand.
- BHAs: A Game-Changing Step in Skincare
- What is Ectoin? 2025’s New Miracle Ingredient
- 7% Ectoin + Hyaluronic Acid Milky Hydrating Serum – 7 Barrier Benefits, One Drop
- Build Your Booster Wardrobe
- Peptides: The Building Blocks to Healthy Skin
BHAs: A Game-Changing Step in Skincare
A chemical exfoliant, BHAs (also known as beta-hydroxy acids) mimic and stimulate the skin’s natural shedding process to encourage cell turnover and resurfacing, without the irritation that’s often associated with mechanical, or ‘physical’ exfoliators. Unlike AHAs (alpha-hydroxy acids), which exfoliate by loosening dead cells on the skin’s surface, BHAs are oil-soluble – meaning they have the ability to penetrate deep into the pore lining, effectively clarifying and dissolving excess sebum within the skin that underpins the beginnings of blackheads, breakouts and uneven texture – which is especially beneficial if you have oily, blemish-prone skin.
“As cell turnover slows with age, dead skin builds up - leading to rough texture, enlarged pores, and dullness. By gently clearing away this buildup, BHAs reveal a smoother, healthier-looking complexion,” Wish says.
The unequivocal gold standard in chemical exfoliation, the Skin Perfecting 2% BHA Liquid Exfoliant has remained a global bestseller since 2000, selling over 1.25 million units annually. Its cult status can be largely attributed to its expertly formulated pH value (between 3.2 and 3.8), which, as Wish explains, is the “optimum range for salicylic acid to perform at peak effectiveness without compromising skin barrier integrity.”
Now available in a new jumbo size, it’s enriched with green tea extract, which acts as a powerful anti-inflammatory to calm redness and support the skin barrier, while gently exfoliating shed built-up layers of skin to minimise the appearance of pores, refine skin texture, fight breakouts, brighten the complexion, and even enhance the absorption of further skincare formulas.
What is Ectoin? 2025’s New Miracle Ingredient
Every few years, a skincare ingredient is unearthed like long-lost treasure – new, unexpected and scintillating with promise. And, there have certainly been a few rubies and diamonds discovered along the way, from hyaluronic acid and niacinamide to a new era of ceramides and peptides. Now, it’s ecotin hitting the headlines as the latest sensation reshaping the skincare landscape.
Ectoin is a powerful short-chain amino acid classified as an ‘extremolyte’ – a rare group of protective molecules found in certain plants and microorganisms. These compounds protect and help organisms survive in the most extreme and hostile environments on Earth, from intense desert heat and icy ocean depths to conditions of severe dehydration and high UV exposure.
Ectoin functions by forming a protective, water-rich barrier around cells, defending them from these environmental stressors. And, when applied to the skin, it offers a spectrum of similar restorative and protective benefits: binding water to the skin’s surface, preventing transepidermal water loss – a major cause of dryness – while soothing irritation, reducing inflammation, improving tone, balancing the skin’s microbiome and more.
7% Ectoin + Hyaluronic Acid Milky Hydrating Serum – 7 Barrier Benefits, One Drop
Paula’s Choice’s latest breakthrough innovation, the 7% Ectoin Milky Hydrating Serum Booster is a highly concentrated, lightweight serum that masterfully combines seven molecular weights of hyaluronic acid with 7% ectoin to cocoon the skin in intense, long-lasting hydration for a visibly dewy, healthier-looking complexion.
“While most products in the market use 1-2% ectoin in their formulas, ours contains the highest concentration currently on the UK market, at 7%,” Wish, explains, “combined with glycogen and optimised molecular weights of hyaluronic acid, this booster provides supreme moisturisation.”
Promising to deliver a trove of barrier-enhancing benefits in a single drop, below we break down the key advantages of ectoin:
Maximises Moisture: Ectoin is considered a super hydrator thanks to its ability to secure water molecules to the skin barrier, ensuring long-lasting moisture retention.
Strength: By holding water in place, ectoin allows water to interact with lipids in the skin, stabilising its natural barrier and building up strength.
Anti-ageing: Rich in antioxidants, ectoin helps protect against free radicals – such as pollution, UV damage and blue light – from penetrating the delicate skin barrier, which can accelerate signs of premature ageing.
Supports Retinoid Tolerance: Ectoin enhances the effectiveness of moisturisers and can actually help mitigate common side effects of exfoliants like AHA, BHA, and retinoids
Soothes Sensitivity: With anti-inflammatory and calming properties, ectoin helps reduce redness and soothes reactive or sensitive skin types.
Build Your Booster Wardrobe
The fundamentals of any great skincare routine rests on three essential pillars – cleansing, hydration and daily SPF. Sometimes, however, your skin calls for a treatment beyond the basics to remedy specific concerns. That’s where Paula’s Choice breakthrough line of boosters comes in.
Formulated with a high concentration of a single, pivotal ingredient or ingredient group and backed by rigorous research, each booster is designed to seamlessly amplify the efficacy of your existing skincare products for results that are performance-driven and personalised. Targeting a spectrum of specific skincare concerns – including enlarged pores, dehydration, dullness, loss of firmness – these laser-focused formulas can be applied solo, following cleansing, toning and exfoliating, or, as Wish suggests, “mixed in with your serums, treatments and moisturisers to experience the full power of these skincare superstars.” Light-as-air in texture and expertly formulated to respect all skin types, each booster is designed to be safely mixed, layered, and experimented with to effectively address multiple skin concerns simultaneously without compromising skin integrity.
Below, we’ve decoded the core benefits of each booster so you can build your custom routine with confidence.
10% Azelaic Acid Booster – targets appearance of brown spots, post breakout marks and blemish related sensitivities
Pro-Collagen Multi-Peptide Booster – delivers a specialised blend of 6 targeted peptides that work quickly to visibly increase skin’s resilience, smoothness and firmness, resulting in a smooth, plump appearance.
10% Niacinamide Booster – helps minimize the appearance of pore size and improve uneven skin tone. Its light-as-water fluid consistency features soothing agents, antioxidants, and skin-replenishing ingredients to boost its anti-aging benefits.
C15 Super Booster – potent 15% vitamin C that increases radiance, visibly firms, evens out skin tone, can also be used around the eyes to address crow’s feet.
Hyaluronic Acid Booster – moisture-boosting hyaluronic acid holds 1,000 times its weight in water, and combines with restoring ingredients to visibly plump dry, dehydrated skin, softening the appearance of fine lines and wrinkles.
Peptides: The Building Blocks to Healthy Skin
If you consider yourself fluent in the language of skincare, then peptides have almost certainly entered your lexicon in recent years. Naturally produced by the body, peptides are short chains of amino acids that act as building blocks of vital skin proteins – collagen, elastin, and keratin – which give skin its structure, elasticity, and strength. However, these essential proteins naturally decline as we age.
When applied topically, peptides act as targeted messengers to your skin cells, stimulating the renewal and rebuilding of these structural proteins, which, in turn, help control pigmentation, fade fine lines, reduce inflammation, minimise breakouts and improve overall resilience.
Owing to their minuscule size, peptides penetrate the skin with acute precision without disturbing its delicate barrier – and, as inherently recognised by the body, they are tolerated by most skin types.
Not potent enough to reach their full potential alone, Paula’s Choice takes a multi-ingredient approach to peptides, cocktailing them with antioxidants, hyaluronic acid and other active ingredients to amplify their impact. The unofficial authority on peptides, the brand now combines two of its bestsellers – the Pro-Collagen Peptide Plumping Moisturiser and Gloss Balm – in the new Gloss & Glow set.
An airy, gel-cream formula, the Pro-Collagen Peptide Plumping Moisturiser cocoons every surface cell in hydration to visibly plump, hydrate and improve bounce. Powered by a trio of pro-collagen peptides and advanced hyaluronic acid technology, it works to support and stimulate healthy collagen and elastin levels – restoring firmness and promoting a smoother, more resilient complexion.
Uniting the efficacy of a treatment with the shine of a gloss and hydration of a balm, the Pro-Collagen Peptide Gloss Balm also harnesses the power of three lip-receptive pro-collagen peptides to plump, smooth and define. Enriched with nourishing plant emollients, hyaluronic acid and squalane to attract and expand moisture, it enhances lip volume for a visibly fuller, glossy and healthier-looking finish.
THE BEST PAULA'S CHOICE PRODUCTS
179
£23.00
The Clear Cleanser is ideal for easily congested skin types. Blemish-battling hero salicylic acid stars alongside skin-replenishing and hydrating glycerin and panthenol (vitamin B5) to clean out pores without stripping skin of essential moisture.
86
£30.00
The Omega+ Complex Cleansing Balm is formulated with omegas 3, 6 and 9 to cleanse, soften and soothe your skin for a thorough cleanse without disrupting your skin’ barrier.
26
£33.00
Exfoliate dry, rough and bumpy skin on your arms and legs with this potent yet gentle 2% BHA Body Spot Exfoliant, infused with salicylic acid to slough away dead skin cells, diminish the appearance of pores and leave you with brighter and smoother skin.
108
£39.00
The Clear Regular Strength 2% BHA Exfoliant helps to reduce breakouts and prevent future ones. Salicylic acid unclogs pores and removes debris, aiding congestion and leaving you with a clearer and brighter complexion.
The Resist Youth-Extending Daily Hydrating Fluid SPF 50 fuses broad spectrum SPF 50 with nourishing antioxidants to not only protect your skin, but to promote a more youthful, smooth and hydrated complexion too. The cherry on top? A soft matte finish. It’s everything we want from an SPF and more!
The multi-tasking Resist Anti-Ageing Skin Restoring Moisturizer SPF 50 protects skin from premature signs of ageing and sun damage, shea butter to soften and hydrate, and niacinamide and liquorice root extract for an even-toned complexion. It’s the ideal SPF if you want to avoid a white cast too.
Created for breakout-prone skin types, the Clear Ultra-Light Daily Hydrating Fluid SPF30+ minimises shine, keeps skin balanced, healthy and calm, and protects against the damaging effects of sun damage.
BEST PAULA’S CHOICE PRODUCTS FOR ACNE-PRONE SKIN
{Clear Cleanser} {Skin Perfecting 2% BHA Liquid Exfoliant} (go for the {Lotion Exfoliant} for very dry, breakout-prone skin or the {Gel Exfoliant} for combination skin and anyone after a thicker consistency than the liquid formula). {Clear Ultra-Light Daily Hydrating Fluid SPF 30+} New – {Skin Perfecting 25% AHA + 2% BHA Exfoliant Peel}
BEST PAULA’S CHOICE PRODUCTS FOR OILY SKIN
BEST PAULA’S CHOICE PRODUCTS FOR SENSITIVE SKIN
If you have sensitive skin, look to the Omega+ range.
IS PAULA’S CHOICE SUITABLE FOR SENSITIVE SKIN?
PAULA’S CHOICE formulates without any fragrances (which can cause irritation and inflammation in the skin), and ensures every formula has a stable pH level to avoid any possible sensitivity. As always, it’s important to figure out what your triggers are if you struggle with sensitivity!
Unsure what you are sensitive to? Our experts in {Cult Concierge} are on hand to help you go through your whole routine and help with any beauty quandaries, nothing is too big or small! A great way to find out if you do respond well to a new product is to patch test it before fully introducing it to your routine. You can do this by simply applying the product to a small area of clean, dry skin on your inner wrist. Wait 24-48 hours to see if you get any response, and if not then you’re good to go!
BEST PAULA’S CHOICE PRODUCTS FOR DRY SKIN
BEST PAULA’S CHOICE PRODUCTS FOR MATURE SKIN
{Peptide Booster} {1% Retinol Booster} for those used to retinol, or if you’re just starting on your retinol journey, try the {Resist Barrier Repair Moisturiser with Retinol} to acclimatise your skin. {Clinical Ceramide-Enriched Firming Eye Cream}
BEST PAULA’S CHOICE PRODUCTS FOR HYPERPIGMENTATION
{Clinical 20% Niacinamide Treatment} {C15 Super Booster} {10% Azelaic Acid Booster} {Resist Anti-Ageing Skin Restoring Moisturiser SPF 50}
