Paula’s Choice Set To Expand

Paula’s Choice, a rapidly growing skin-care and cosmetics company with distribution in more than 50 countries, recently partnered with Bertram Capital, an international investment company.

Founded by best-selling author Paula Begoun, Paula’s Choice proprietary products are currently sold online at PaulasChoice.com and at select specialty retailers.In addition to PaulasChoice.com, the company also owns and operates Cosmeticscop.com and Beautypedia.com.All three web properties were recently combined creating a unique social shopping portal offering proprietary products, thousands of product review, and informative articles, according to the company.


Paula’s Choice products are formulated using the same research-based criteria Begoun and her team have used for decades to review skin care and makeup products in their books, including “Don’t Go to the Cosmetics Counter Without Me.” With this partnership, Begoun will continue to play an instrumental role as shareholder and CEO.

“We have been looking for a financial and strategic partner that shares our vision and enthusiasm for the Paula’s Choice brand,” said Begoun.“We are impressed with Bertram Capital’s unique ability to leverage technology and focus on growth. However, what impresses us most is their commitment to the Paula’s Choice brand philosophy. This partnership will enable us to re-invest in our business so we can continue to pursue our mission to empower consumers world-wide to take the best care of their skin.”

The Bertram Capital team was introduced to Paula’s Choice by Partnership Capital Growth (PCG), a San Francisco-based full service investment bank focusing exclusively on the healthy, active and sustainable living marketplace. Paula’s Choice represents Bertram Capital’s third investment in a high growth consumer brand and the firm’s ninth platform investment overall.


“Paula and her team have built an impressive organization around a brand that stands for excellence and efficacy, and have differentiated themselves in a highly competitive consumer category,” said Jeff Drazan, Bertram Capital’s managing partner. “We are honored that Paula selected Bertram Capital as her partner to further build Paula’s Choice as both a brand and premier online destination.”