Paula's Choice has become a cult favourite in terms of skincare that is evidenced by science and cited studies as well as research, environmentally conscious, transparent, never animal-tested producing highly effective products. With their slogan "Beauty begins with truth" and their philosophy of "Smart, Safe Beauty." they are a trustworthy leader in the skincare world that empowers consumer advocacy, uncovering the truth about skincare as they believe keeping your skin healthy shouldn't be a mystery. They aim to cut through the noise and continuously evaluate new data and research emerging in the skincare industry, ensuring that they are producing the best products possible.