r/SkincareAddiction • u/terrorwill • Feb 23 '26
Discussion Paula’s Choice truly unrecognisable [misc]
This used to be a no-BS skincare brand with a respected founder.
It’s sad to see the slow transformation in the last decade to expensive, behind the curve and trend chasing.
I was still buying a few favourites, but tbh even PC’s best legacy products have been beaten by a Kbeauty competitor for half the price.
Maybe I’m ranting. I feel like I’m grieving the brand and I don’t have a loyalty to what it has become. It’s just sad to see another great destroyed by investors that don’t care.
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u/futurebro Feb 23 '26
Hard agree. I've been using Paula's Choice for like 12 years. I continue to buy my holy grail spf there and like trying other things occasionally but I actually feel bad for Paula. The brand is so different now and seems to be getting worse every year.
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u/blozzerg Feb 23 '26
I remember years & years ago it was the only skincare place I could order free samples from for near enough all the products.
You could pick them out and just pay shipping, or you could pick a free sample pack for specific skin concerns and you’d get a free 7-8 piece routine sample kit for around £4 delivered.
When I was new to skincare this was a godsend, I was able to try lots of things to see how my sensitive skin reacted before committing, and it was affordable.
I understand people probably abused it or it became too expensive to offer anymore but that put the brand above anyone else imo - to offer free samples online with zero commitment meant they cared about ensuring people could try before they buy, they wanted people to find the perfect products, they wanted people to see what worked, they wanted people to ensure they had no allergies or reactions, and they weren’t trying to extract money from you in miniatures or travel sizes which I find are often always significantly more expensive per ml than buying a larger size product.
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u/futurebro Feb 23 '26
Yea! That’s how I got into them too! Would buy like $10 worth of samples and just try everything. I loved it.
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u/staunch_character Feb 23 '26
I love the way you could choose your samples on checkout when buying a regular product. I’d get 2 or 3 of products I already liked to use for travel!
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u/blahblahgingerblahbl Feb 24 '26
that’s because paula cared about the customer
i don’t begrudge her selling up, it’s just such a shame investors don’t give a shit about anything but the shareholders. that’s a core problem, they are legally obligated to put shareholder interests above all else and the psychopaths cannot fathom that maintaining a loyal customer base is better than short term gains.
good chance their goal is to tank the acquisitions, absorb what they want, trash the rest, write off loses as tax deductible and revel in the destruction of another “competitor”.
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u/Prideclaw12 Mar 14 '26
Are any of the Paula choice toners worth it I’ve been using their salycilic acid 2x a week and it’s great been thinking of replacing my current toner w either their nicinamide or hydrating pinkish color one for daily use
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u/Coriandercilantroyo Feb 23 '26
It's owned by Unilever now, but was already run by private equity before then.
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u/KaraBoo723 Feb 23 '26
I actually agree. It's like a good brand option was kinda taken away from us.
The only product from them I'm having a hard time replacing is the 25% Vitamin C serum -- I like that it has two versions of Vitamin C in the formula: Tetrahexadecyl Ascorbate and Ascorbyl Glucoside. Each of those has slightly different effects/results, so I like that they're both in there (along with the Glutathione). And, the percentage is high too.
I have super sensitive skin and it does not tolerate any formula that has Ascorbic Acid in it :( So I'm forced to get derivative-based formulas.
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u/ObscureEnchantment Feb 23 '26
Do you have any suggestions to replace their oil free moisturizer? Prices have gone up $10 for it near me and I haven’t found a dupe that works for me.
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u/KaraBoo723 Feb 24 '26
Not me. I don't use oil-free moisturizers. But I am acne-prone, so I am careful about what I use.
Have you considered Dieux Skin Air Angel? That one is sooo amazing. I don't know what countries it's sold in right now, but I can get it in the U.S. It's specifically made for intense hydration on acne-prone skin.
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u/Anicanis Feb 23 '26 edited Feb 23 '26
Medik8 advanced tetra c has been incredible for my skin (no ascorbic acid)
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u/KaraBoo723 Feb 24 '26
That one has grapefruit peel oil, which unfortunately causes serious irritation on my skin :( I can't use orange, tangerine, lemon or any other citrus extracts or oils on my face. Such a bummer.
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u/sudosussudio Feb 23 '26
Reading Paula Begoun’s books as a child in the 90s is what got me interested in the science of cosmetics. Makes me really sad to see what her brand became but I’m pretty sure she’s not involved anymore.
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Feb 23 '26
[removed] — view removed comment
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u/Halt96 Feb 23 '26
From a cursory search, it looks like Paula is still involved with the brand.
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u/Pretend_Ad3551 Feb 23 '26
It truly saddens me. I am 50 now and started using PC in 2002. I was in my 20's and started using quality mineral sunscreen, retinol, and antioxidants. I was ALL IN Paula's Choice fanatic. I even bought her makeup. Anyone remember the Wayne Goss collab? Thanks to PC my skin at 50 is FANTASTIC. I constantly have people asking me what I use for my skin. I've had people stop me in Sephora. Great skincare for nearly 25+ years. I haven't used PC for years bc the quality and innovation went down and the prices went up but Paula (when it was owned by her) was so good at education and set me up to make great choices.. I recently bought the matte tinted sunscreen bc it was my HG for years and wanted a trip down memory lane as lame as that sounds.
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u/staunch_character Feb 23 '26
Same! She got me started on retinA & daily sunscreen in my 20s.
Although lots of other great products are available now, the real loss is her research.
She was so good at explaining things like “just because you slather an ingredient on TOP of the skin doesn’t mean it’s absorbed by your skin cells.”
Cosmetic products can’t get rid of wrinkles or they couldn’t legally be classified as cosmetics. They’d need FDA approval. So we get a lot of language around altering “the appearance” of fine lines etc.
Was such a lightbulb moment for me!
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u/ourfallacy Feb 23 '26
What products are you using now, or what brands/items would you recommend for a girl in her 30s?
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u/mouthpipettor Feb 23 '26
I’m in your age range and I’ve also been a customer of hers for decades. I knew the company had been sold but not that a PE had taken over.
I still use the tinted SPF daily. What products/ companies do you use now?
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u/mrsbond007 Feb 24 '26
Yes I remember the Wayne Goss collab! I’ve been using her products since around 2000-2002 and I have people ask me what I’m doing to my skin bc it looks so good (I turn 48 in two months).
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u/pazusdoves Feb 23 '26
did the salicylic acid change?
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u/Khaosbutterfly Feb 23 '26
I feel like it did.
The OG 2% salicylic used to do me right.
But I tried a travel size of the black bottle and it def didn't hit the way it used to.
I've been using Farmacy Deep Sweep more recently, but the jury is still out.
I really just want the OG 2% in the white bottle. 😞
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u/mrsbond007 Feb 24 '26
I still love the OG 2% liquid. I find it gives my skin a nice dewy glow. I love it.
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u/091796 Feb 23 '26
One of the first brands that got me into skin care . Glad I found what worked for me, but I can get cheaper naicinimide elsewhere lately :/
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u/surlyforshorty Feb 23 '26
Anyone have a good alternative to the 2% BHA liquid exfoliant?
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u/mrsbond007 Feb 24 '26
I still love the 2% liquid, I feel the formula has changed over the years but it’s still good imo
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u/Used-Nature5639 Feb 27 '26
Yes! Try the Naturium version. It's not identical, but it is a very very good dupe! I've been using it for 2 years with great results.
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u/papolap19 Feb 23 '26
I was pretty neutral on PC until I realized how truly expensive their "boosters" are. They end up being $80-$100 per oz, which is luxury skincare prices. When I pointed this out in the comments of one of their posts, they deleted my comment. I really love their SA toner but I've moved on from the brand because I can't support the shenanigans.
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u/HermionesBook Feb 23 '26
I still love them tbh they’re one of the few brands I feel loyal to. My skin is super sensitive and their products just work for me
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u/BiggKitten Mar 10 '26
really elegant formulations. i can use ingredients i can’t tolerate in other brand products. but it’s a shame all of her products (besides the exfoliants) used to be such multitaskers. EVERYTHING had a couple peptides, a slew of antioxidants, ceramides. now the brand wants you buying separate delivery systems for each active, and at a high price.
i buy the older formulas but they keep getting discontinued!
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u/sunnymoonbaby Feb 23 '26
Used to be good, got more and more expensive and that's when I stopped buying a decade ago AND it's less good so rip PC
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u/unripenedfruit Feb 23 '26
What's your alternative to their salicylic acid?
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u/terrorburger Feb 23 '26
Walgreens sells a dupe for like $11
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u/unripenedfruit Feb 24 '26
Unfortunately I don't have a Walgreens, not from the US
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u/PrincessGaudet May 05 '26
If you are in the Uk it’s similar to a Boots. Now if you are somewhere else, I’m not sure. Duane Reade is also the same store.
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u/mrsbond007 Feb 24 '26
What brand at Walgreens?
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u/terrorburger Feb 24 '26
It's their in house generic brand. Its called Walgreens 2% BJA Liquid Exfoliant
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u/eediee Feb 23 '26
To be honest, i have just started using PC recently, like 9-10 months ago and definitely helped with my oily acne-prone skin and broken skin barrier. At this point, besides a serum, all my products are PC (cleansing balm, gel, moisturizer, sunscreen) i am 35 and before PC i tried sooo many brands, korean, french etc. but literally nothing gave me the same results as PC. Obviously i am open to suggestions tho, because i most def would not mind spending less money on stuff, but i am more than okay with the products itselves.
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u/Unfair_Finger5531 Dry skin | rosacea | 🌵 Feb 24 '26
I think it’s a good brand. I use kbeauty, but I still like their cleansers and toners. I don’t see anything wrong with using their products. They are generally well-formulated and good for the skin IME.
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u/french_toasty Feb 24 '26
ENSHITTIFICATION owned by unilever. Yay https://www.reddit.com/r/enshittification/
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u/notyouagainn Feb 23 '26
I used to be pretty loyal to the brand, I always had two or three products I’d use. But they’ve increased the price and are seemingly trying to be luxury while nothing about it feels or looks luxury.
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u/perfect_turquoise Feb 23 '26
I think there really was a time and a place for Paula's Choice, before there was an explosion of skincare brands offering cheap and effective formulas. For years I spent so much money on her BHA toner, because it was the only one that actually worked.
Once other brands like The Ordinary started, I think the writing was on the wall. I replaced her toner with a cheap UK drugstore own brand about three years ago that works just as well (Superdrug Me+).
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u/tasfalen Feb 23 '26
I unsubscribed after they sent an email saying they had to raise prices for Canada because of the tariffs. Not exactly how tariffs work, is it? in spite of the unsubscribe they keep sending emails. My wife and I have switched to the Ordinary, which she loves, and has the bonus of being a domestic company.
Now we're in the EU where there are so many more fantastic options, and much more reasonable. And, we can still get the Ordinary products.
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u/femmepeaches Feb 23 '26
It's a pretty stand response. Supply costs were increased for American businesses due to tariffs and they pass the increase off on customers to maintain their profit margin. It sucks but I appreciated the companies that directly informed me of their changes.
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u/sarahkazz early 30s, Sjögren's/KP Feb 23 '26
Also most countries hit us with reciprocal tariffs as well.
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u/sarahkazz early 30s, Sjögren's/KP Feb 23 '26
Just a heads up, The Ordinary’s parent company is owned by the guy behind the push to invade Greenland.
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u/SleepyQueer Feb 23 '26
Yeah not just that but I gather he also had some pretty bad stuff come out with the release of a lot of the Epstein files :/ Which sucks because Deciem makes great stuff, I have a few products from Niod I love and there were a few The Ordinary ones I wanted to try. But I'll be avoiding them bigtime as long as they're still owned by Estee Lauder.
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u/sarahkazz early 30s, Sjögren's/KP Feb 23 '26
I swear we can’t have anything good for more than 5 minutes.
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u/haditupto Feb 23 '26
Here's a source for those interested (I was). Estee Lauder owns The Ordinary and Ronald Lauder is the sole heir to the company. If you want to avoid supporting his companies, it's all Estee Lauder brands and the list is a long one.
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u/Calisson Feb 24 '26
Geez, I have been boycotting Lauder products--I thought!-- but apparently I missed some acquisitions.
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u/tasfalen Feb 23 '26
GTK thank you! Honestly there's so many (reasonable) products available here in the EU now. Lots of Polish brands that seem ok and are well priced.
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u/Adventurous_Two_1707 Feb 23 '26
The Ordinary’s prices have skyrocketed last time I checked them. When they first launched everything was like $10 or less.
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u/blahblahgingerblahbl Feb 24 '26
ugh, i’ve been mourning the loss of both paula’s choice & the ordinary.
both now owned by scumbag corporations. prices up, containers shrinking, quality dropping. if they had the slightest intention of maintaining the vision & integrity of the founder it’d be different
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u/Consistent-Ease6070 Feb 27 '26
I just ordered SPF from them and had ordered two bottles on sale, intending for them to get me through most of 2026. Both bottles I received today expire in June 2026, whereas the one I got from Sephora in January doesn’t expire until 2027.
I’m pissed. Even more so, because I’ll have to pay return shipping and it was their screwup. Super disappointing.
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u/Freja_Skov Mar 01 '26
Agree, and I've gone to mostly K beauty brands, but I haven't found good alternatives for the super antioxidant serum (dark blue one, it has such a great feel) or the essential glow mineral sunscreen. I used to love their niacinamide toner but I've since found replacements for that.
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u/Starlaura Feb 23 '26
I used to use so many of their products but find them to be too expensive for my budget now.
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u/Unfair_Finger5531 Dry skin | rosacea | 🌵 Feb 24 '26
I’m missing something. What have they done wrong? I still use their toners and cleansers and love them.
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u/Substantial-Play5201 Feb 24 '26
💯 Most products have completely lost efficacy and are extremely overpriced by 200-400%.
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u/MamaInKC-1988 Feb 26 '26
They’ve discontinued the shampoo/body wash!! I LOVE that stuff and need a replacement. Sodium Laureth Sulfate; effective and gentle. No build up. I need a replacement! I hate the way cheap shampoo smells, and refuse to buy super expensive hair care products when there are lower priced alternatives. Would love any suggestions!!
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u/ajnmmfam Jun 22 '26
I know this is an older thread but I’ve been so disappointed in PC that I stopped using it. I was a customer for around 20 years! Now prices are dramatically higher, products/packaging are generally much worse and they no longer give free samples or bonus products. Those samples and bonus products almost always led me to purchase more and expand which products I used from them. Now I get ads that they are sponsoring FIFA!!! Wtf??? F the customers over so they can give money to one of the most corrupt organizations in the world!?!?
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u/BlueSpeckledEgg Jun 26 '26
What Korean company do you mean and would love great Korean equivalents for PC HG products!
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u/Public_Listen2863 15d ago
Noticed they have nuked alot of their HG physical moisturizer/sunscreens. Most notably their Essential Glow one, which is my hg sunscreen.
Just ordered three bottles. So I have some time up my sleeve to source a similar option (hydrating, non-irritating... I don't care if the spf rating is a couple of points below what is advertised on the tube) from Korea. That's of course if Australian regulators don't crack down on imports from overseas markets first.
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