After a quarter-century under its belt, Paula’s Choice has made its way into the mecca of beauty retail: Sephora. 
 
The expanded retail presence began this week with a digital-first launch of 25 products and full US retail distribution into all 455 stores is slated for April.
 
For Tara Poseley, CEO of Paula’s Choice, Sephora’s “best-in-class” standards, community engagement, experiential omnichannel expertise and education made for a perfect fit for the skin care brand, which was founded in 1995 by Paula Begoun.
 
Erika Kussmann, CMO, told Happi that the timing was right, too.
 
“Our focus has been building our DTC channel, and we are now at the perfect point where we have growing awareness with so much potential ahead as we tap into the combined DTC plus retail dynamic,”  she said. 
 
Sephora shoppers will be able to score the brand’s best-selling 2% BHA Liquid Exfoliant. According to company officials, more than two bottles of this particular product sell every minute around the world.
 
In addition, Paula’s Choice’s will provide Sephora with its first clinical niacinamide 20% treatment. The brand’s treatment  is highly concentrated niacinamide (vitamin B3) serum that effectively tightens and minimizes the look of sagging pores and rough bumps caused by age or sun damage. This innovative serum is the first ever to contain niacinamide at a safe, effective 20% concentration, according to the company. This advanced level, complemented by purslane and acetyl glucosamine, steadily smooths out rough, orange-peel texture and tenacious bumps.
 
This new serum rolled out last year after several years in development. 
 
“After launching the 10% Niacinamide Booster in 2016, we looked closely at the growing research on what was possible with niacinamide as an ingredient, which revealed that it could help not only with pores but also wrinkles and discoloration,” said Kussmann. “Through our direct relationships with our customers, we saw how niacinamide was benefiting their skin, and began working to formulate a higher concentration for more advanced skin concerns.” 
 
In addition to efficacious products, Paula’s Choice has been a forerunner in transparency. The brand created its own ingredient directory for customers back in 2002.
 
“Customers are looking for  products that work and they want to be informed about what they’re putting on their skin,” noted Kussmann. “Paula’s Choice’s combination of efficacious products, knowledge empowerment, and truth and transparency makes it the right brand right now.”