In 1995, Paula Peregrine launched her own skincare line, Paula’s Choice. The brand’s most important feature is “the best, the most effective, the most cost-effective”. All products are fragrance-free, colorant-free, mild and safe; not tested on animals, in line with the modern concept of green. Most importantly, the ingredients are based on research published in authoritative international scientific journals, so consumers can do their own homework and choose the best product for them before buying. While many cosmetic companies claim to have patented formulas and confidential ingredients for their products, Paula’s Choice never plays this gimmick.
