Unilever has signed an agreement to acquire digital-led skin care 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 innovation, accessible jargon-free science and high performing ingredients. The brand also offers a series of 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 skin care and ingredient knowledge.
The brand is distributed through global DTC and select prestige retailers in North America, Europe and Asia.
“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,” said Vasiliki Petrou, Unilever EVP and CEO Prestige.
Terms of the deal were not disclosed. The transaction is expected to close in Q3 2021.