When the official launch of the Paula's Choice brand in Italy was announced, with the birth of Italian social channels, I gave a little cry of joy. For someone like me who has been involved in skincare for a while, the name of Paula Begoun, the founder of the brand, is a well-known name.
Even before being the creator of her namesake brand, Paula Begoun is one of the leading experts in cosmetics and skincare, among the first people in the beauty industry to try to train the end user a cosmetic awareness in approaching the purchase of products for skincare.
But let's take a step back.
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If in 1985 we had entered perfumery looking for a face cream, a treatment, an eye contour, we would not have had great tools to consult to form a critical opinion on products and ingredients.
In summary, we should have blindly trusted the words of the sales assistant at the perfume shop counter, or the information written on the box. But when among the information on the box not even an explicit INCI (i.e. the list of ingredients contained in the product) appears by law, what information could we have gleaned from that short and fruitless search?
That's right, that's right: before 1995 in Europe there was still no legal obligation to list the ingredients present in cosmetics, so if any of us wanted to know what exactly was in her facial tonic, it would have been very difficult. get hold of the definitive information.
But how to move in a world so complex and rich in offers, without even all the information we have access to today?
It is here in all likelihood that Paula Begoun's interest in the search for the “truth” behind the cosmetic arises, her personal battle we could say, that is to provide other women, non-beauty professionals, the tool to not get too caught around since the latest marketing gimmick: knowledge.
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This scientific and realistic approach then became a fundamental part of the DNA of the brand, Paula's Choice, which debuted in 1995 as one of the very first beauty brands to be sold exclusively online. At the dawn of the world wide web.
Now let's take a step forward: we are in 2009, for some years now a movement aimed at greater awareness has finally made its way into the nascent international beauty community.
People who buy want to know what they are buying, what exactly those cosmetics can do for their skin. It is in this climate of turmoil that BeautyPedia is born, the great encyclopedia of beauty launched by Paula Begoun, which collects reviews of countless skincare and makeup products of any brand, as well as incorporating a glossary that explains and classifies the main functions of the ingredients used in the cosmetics.
It is precisely on BeautyPedia that I myself discovered what many of the products contained that I would then decide to buy, or leave in the store. It is from BeautyPedia that I discovered chemical exfoliation and retinol. And the first love is never forgotten.
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It is the beginning of a new era: cosmetic knowledge, or at least the elementary foundations of the discipline, are finally within the reach of the consumer. We wonder about ingredients, active ingredients, and their actual benefit: we wonder what skincare can really do for us.
We probably wouldn't be where we are today if professionals like Paula hadn't wondered how to bring cosmetic science closer to the consumer, how to make the promise of a result more realistic but at the same time more scientific: how to unhook and emancipate the skincare narrative from magic and from the fairytale and how to link it to cosmetic science.
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It is in this fertile substratum that Paula's Choice is born and grows. Among the very first products launched there is one of the first exfoliating liquids without rinsing in the whole cosmetic world: the now famous cult product 2% BHA Liquid Exfoliant, an exfoliating lotion based on beta-hydroxy acids (including salicylic acid) to exfoliate the skin and work on blemishes and blackheads.
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Everything else is history.
And to celebrate the arrival of Paula's Choice Italia here too, I leave you below with a list of the products of the brand I love most, in no particular order. Of course I also recommend them to you with your eyes closed, although I know that Paula Begoun would suggest you to inform yourself for yourself, and not to believe the myths and tales about skincare, but only science.
Clinical Ceramide-Enriched Firming Eye Cream
A rich and nourishing eye cream, with five types of ceramides, vitamin C and retinol, for a shock action on the first signs of aging, perfect consistency for the evening, nourishes and helps regenerate the skin, while vitamin C acts by lightening the skin slightly. area.
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Defense Moisturiser SPF 30
A moisturizing cream with spf 30, perfect for the city, with a luminous and very moisturizing effect. Plumps and protects at the same time, defending the skin from UV rays and pollutants, thanks to the antioxidants present in the formula. Excellent for dry, normal and combination skin if you love a natural and luminous finish.
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Radiance Renewal Mask
Vitamin C and soothing and moisturizing ingredients make this mask perfect if you are looking for a boost of hydration and at the same time want to even out the complexion or lighten discoloration or pimple spots. The gel texture adheres perfectly to the face, making it perfect for wearing at night.
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Resist Anti-Aging Replenishing Toner
A milky and light, fresh, super moisturizing and soothing lotion. With hyaluronic acid, fatty acids and antioxidant ingredients, it protects our skin barrier while keeping skin hydrated and healthy. The perfect post-cleansing step.
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10% Niacinamide Booster
This niacinamide booster made me madly fall in love with niacinamide once and for all. A versatile ingredient with many properties, niacinamide is perfect if we want to minimize the appearance of pores, but also if we want to protect the skin from inflammation and improve its overall texture. This formula is also enriched with moisturizing and plumping ingredients for an even more complete action.
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