Global skincare brand, Paula’s Choice will now be available to shop in-person for the first time in Australia, as the brand makes its bricks-and-mortar debut into all Sephora stores around the country.
Prior to launching in Sephora, Paula’s Choice was available exclusively via its direct-to-consumer distribution, with the brand focused on building a loyal community online.
"Paula's Choice has a deep connection with Australia, dating back to 1997 when it became our first international market," said Paula’s Choice CEO, Erika Kussmann.
"We're thrilled to bring the Sephora experience to our passionate Aussie fanbase, allowing them to 'touch and feel' our products in-store for the first time, combining our community with the millions who rely on Sephora for a best-in-class shopping experience."
From the beginning, Paula’s Choice has focused on innovation, utilising research and science to develop effective skincare solutions, formulating products that do not promise miracles, but deliver results.
With education and empowerment being the heart of the brand, the brand is recognised as a skincare authority, providing consumers with science-backed facts and clarifying the complexities of skincare.
Now Aussie shoppers will be able to experience Paula’s fan favourites IRL, including the Clinical Niacinamide 20% Treatment, the C15 Super Booster and the brand’s number one best-selling product, the 2% BHA Liquid Exfoliant, which sells one bottle globally every six seconds.
Kussmann said the brand chose Sephora as its ANZ retail partner because of Sephora’s global best practices and insights, combined with local market expertise.
"Having a digital first strategy, they (Sephora) understand their consumers well with a focus on Gen Z, diversity and inclusion, which aligns to our brand in so many ways," she said.
"They care about their customers and want the best for them and are committed to education, which is very meaningful and important to us, as well as providing an exciting in-store shopping experience end to end."
"Expanding into Sephora allows us to reach more people in a more intimate way that we can do than just via our DTC business."
"We are excited to engage with our long-time customers in a new way and can’t wait for a whole new generation of skincare lovers to fall in love with Paula’s Choice," added Kussmann.
Paula’s Choice will be available in-store at Sephora and online at sephora.com.au from August 1st, 2024.
Image credit: Supplied
