Paula’s Choice, the science-driven skincare brand beloved by beauty enthusiasts worldwide, has officially launched in New Zealand—exclusively available at Sephora. Known for its no-nonsense approach to skincare and products like the iconic 2% BHA Liquid Exfoliant, this expansion makes it easier than ever for Kiwi skincare lovers to access its trusted formulations. For founder Paula Begoun, this launch is a return to a region that has held special meaning since the early days of her brand.
This expansion signifies more than just a new distribution channel; it marks a pivotal moment in the accessibility of science-backed skincare for those seeking results-driven solutions in an industry often muddled by misinformation.
Paula’s Choice has long been distinguished for its uncompromising commitment to transparency, efficacy, and education—values that Begoun herself championed from the very beginning. With her formative years spent navigating her own struggles with acne and eczema, Paula’s search for skincare answers evolved from a personal mission to a professional calling. “When I launched Paula’s Choice in 1995, welcoming Australia as my first international distributor in 1997 was one of the most exciting moments of my life,” she shares. That long-standing connection with Australasia deepens as the brand enters Sephora, making expert skincare solutions more accessible than ever for New Zealanders.
The partnership with Sephora feels like a natural fit, with Paula expressing admiration for their customer-first approach: “Sephora resonates with our mission in so many ways, primarily in how much they care about their customers and the way they share information and education.” Indeed, Sephora’s commitment to delivering quality, along with Paula’s science-first, no-nonsense ethos, is a collaboration sure to make waves.
For those new to Paula’s Choice, the philosophy is simple: no gimmicks, just effective products backed by extensive research. The brand stands apart by addressing real skin concerns with potent, carefully formulated solutions. And now, with Paula’s Choice available exclusively at Sephora New Zealand, consumers can experience the truth behind the products that have transformed countless complexions worldwide.
Shop Paula's Choice top sellers:
The cult-favourite: 2% BHA Liquid Exfoliant
Its hero product, the 2% BHA Liquid Exfoliant, is a staple in countless routines, frequently popping up on social media platforms like Instagram and TikTok, where influencers and skincare enthusiasts alike rave about its transformative effects. The hashtag #PaulasChoice consistently trends, with thousands of mentions highlighting its efficacy. Now, with the brand’s exclusive launch at Sephora New Zealand, Paula’s Choice is poised to further expand its reach and accessibility to a new market of skincare lovers.
In conversation with Paula's Choice founder Paula Begoun
What is your best skincare secret?
I don’t believe in skincare secrets! Everything I learn, I share, so that no one has to go through the struggles that I did. For instance, one of the things I educate on regularly is exfoliation.
A lot of people don’t realise that they have dead skin accumulating on the surface, resulting in dull, rough texture, magnified fine lines, uneven skin tone, and clogged pores. It sneaks up on us because when we’re young, skin naturally sheds effectively on its own, but over time, this process slows down due to sun damage and other factors. Using a gentle leave-on exfoliant like my 2% BHA Liquid to gently slough off the dead skin makes a world of difference to rejuvenate your complexion’s texture, tone and clarity.
We know it’s hard to choose a favourite child, but which product (or three) do we need in our skincare regime and why?
That’s an impossible question to answer because there are billions of people in the world and dozens of different skin conditions and concerns which means there can never be the same three products that work for everyone. Also, because of the complexity of skin problems someone may be experiencing, too often three products would never be enough to resolve those issues.
What obstacles have you overcome with building the brand?
Building a global brand has definitely been a journey! In the early days, the biggest challenge was wearing too many hats. I was involved in everything, and while it was rewarding, I realised having a global brand meant building great teams to execute our mission. I focused on finding talented individuals who shared my passion for science-backed skincare and empowering people with knowledge. Now, Paula’s Choice Skincare has an incredible team of experts around the world, all working together to share the truth about skincare and help people achieve their best skin possible.
