Is Paula’s Choice a clean beauty brand? What is your stance on clean beauty?
We 100% support the mission for safe and environmentally conscious ingredients in your skin care products. That has been part of Paula’s Choice DNA since 1995. What is important to understand is that as well-intentioned as clean beauty may be, it is an unregulated and often misleading term, which is why we don’t directly designate our brand as such... even though we have always put the safety of our customers first.
Decades before clean became an industry buzzword, Paula’s Choice was founded on the concepts of smart, safe, effective and research-based products. We set the tone with the highest standards for following science and formulating products that omit harmful ingredients, while being cruelty-free and environmentally friendly.
How Does Paula’s Choice Define Clean?
Smart means we stay ahead of the curve by analysing published scientific research, focusing on what’s proven to work and leaving out problematic ingredients. We offer a comprehensive library of science-backed information so consumers can feel further empowered to take the best care of their skin possible.
Safe means it will be safe for your body and skin, safe for the environment and safe for the product’s stability. We consult independent studies + safety data for every product we make, and each one undergoes consumer testing to ensure non-irritating, beneficial formulas.
Effective is the factor that sets us apart. By vetting ingredients through a scientific lens and combining them in unique ways, our team delivers formulas that give skin exactly what it needs. We don’t promise miracles—we deliver results.
Why not just say clean? Because clean does not necessarily = safe. The reality is that any brand can call itself “clean” because there are no regulations around it. What’s troubling is that clean beauty brands often inaccurately vilify safe ingredients as “dirty” based on misinterpretations of research taken out of context. Complicating matters, some clean beauty brands often still use ingredients that are irritating and hence harmful for skin. We’re not aligned with that.
At Paula’s Choice, our philosophy has always been to lead with science, not what’s trending in a certain moment. We use substantial research to support and prove that our products and the ingredients they contain–both natural and synthetic– are truly beneficial and safe for skin. We empower with the truth you need to take the best care of your skin. No fear, just facts. No fluff, just real results.