India, 15th May 2023: After a successful foray into the Indian market in 2019, the globally adored brand Paula’s Choice is all set to unveil its direct-to-consumer website in India. This newly launched strategic initiative will offer consumers access to the brand’s products in a new and virtual environment, enabling a seamless and convenient shopping experience.

The brand sparked a revolution with their ‘beauty begins with truth’ philosophy over 25 years ago and has since become world-renowned for their unique philosophy and result-driven products. The brand’s new India specific D2C website will enable consumers to shop for the brands cult products, such as the global bestseller 2% BHA Liquid Exfoliant, as per their skin concern and skin type with 100% transparency regarding its product mix and ingredients.

Paula’s Choice products are highly effective, safe formulas backed by science, environmentally conscious, and never tested on animals. For its India website, the brand plans to offer product bundles, loyalty program and exclusives on its platform.

About Paula’s Choice: Paula herself grappled for years with acne and eczema yet never found the right products, despite trying every possible remedy in the market, including medical treatments. With her science background and access to medical libraries, Paula set out to find what would finally solve her emotionally devastating skin problems. After discovering the reality of what could and couldn’t work, she wrote her first book in 1985 and went on to be crowned the “Cosmetics Cop” by Oprah Winfrey due to her straightforward approach to debunking misleading information about skincare. Ever since she has been committed to sharing the facts about skincare and developing products that are only backed by clinically proven scientific studies.