Unilever today announced it has signed an agreement to acquire leading digital-led skincare brand Paula’s Choice from TA Associates. Paula’s Choice is a pioneer of science-backed products and direct-to-consumer (DTC) e-commerce.
Founded by Paula Begoun in 1995, the brand is famous for its industry-leading innovation, accessible jargon-free science, high-performing ingredients and cruelty-free products.
Paula’s Choice offers powerful content and digital tools to demystify the science behind skin care, including an extensive “Ingredient Dictionary” that breaks down the research behind nearly 4,000 ingredients, and Expert Advice, a curated online hub of skincare and ingredient knowledge.
Vasiliki Petrou, Unilever EVP and CEO Prestige, said: “We are thrilled that Paula’s Choice will join our Unilever Prestige family. Paula’s Choice is a true pioneer in the digital space for beauty and has created a mission-based brand rooted in truth and transparency. We can’t wait to introduce the brand and its iconic products to an even bigger audience.”
Paula Begoun, Founder, Paula’s Choice said “I am so excited that Unilever and Paula’s Choice are joining forces, and I want to thank Vasiliki and the Unilever team for believing in us, our mission and our values. With Unilever we can build on our work and vision spanning 26 years of creating brilliant products, and by giving people the self-confidence that comes from knowing they are taking the best care of their skin possible.”
Sunny Jain, Unilever Beauty & Personal Care President, said: “Developing Unilever’s portfolio in the high growth premium skincare segment is one of our strategic priorities and I’m excited that Paula’s Choice is joining us on this journey.”
Jeffrey Barber, Managing Director at TA, said “We are proud to have played a part in Paula’s Choice’s growth story where it has become a leading direct-to-consumer global skincare brand. We are excited to see what the company can accomplish in partnership with Unilever.”
The brand is distributed through global DTC and select prestige retailers in North America, Europe and Asia. Terms of the deal were not disclosed. The transaction is expected to close in Q3 2021.