Paula’s Choice Lands in the Middle East with Science Led Skincare

Paula’s Choice has finally touched down in the Middle East, and skincare lovers across the region are paying attention. Long celebrated by global beauty communities for its evidence-based formulations and myth-busting approach, the brand officially launches at Sephora Middle East, marking a significant milestone in its international journey.

The arrival feels both overdue and perfectly timed: at a moment when transparency is valued more than marketing gloss and when consumers want formulas that respect both skin and intelligence, Paula’s Choice steps into the region with the sort of quiet confidence only science can offer.

For Chief Executive Officer Faiz Ahmad, the move was inevitable. The Middle East has always been a home to discerning beauty enthusiasts, people who read ingredients, who track results, who expect performance. Bringing Paula’s Choice to the region is not simply a distribution expansion. It is the beginning of a shared conversation about what honest, research-driven skincare can look like.

At the core of the brand is Paula Begoun, the founder who built Paula’s Choice in 1995 from a place of deep consumer advocacy. Before transparency became a buzzword, Paula was translating scientific research into accessible knowledge, challenging industry myths and refusing to release any product that could not be justified by peer-reviewed evidence. This philosophy became the backbone of the brand: clinical grade formulations grounded in reality, fragrance-free and rigorously tested, designed to support skin rather than overwhelm it.

The brand’s iconic Ingredient Dictionary remains one of the most trusted online resources for anyone seeking to understand what is in their skincare, and more importantly, why it is there. This commitment to empowering the consumer has created a global community that values knowledge as much as glow, placing Paula’s Choice at the intersection of science and self-confidence.

With the Middle East launch, several cult favourites finally land on regional shelves. Leading the collection is the celebrated Skin Perfecting 2% BHA Liquid Exfoliant, a toner that has reached near-mythical status for its ability to clear pores, refine texture and reduce blemishes without irritation. Alongside it sits the Pro-Collagen Peptide Plumping Moisturizer, a firming and hydrating formula driven by a powerful blend of peptides and amino acids.

Daily protection comes through the 5% Vitamin C Sheer Moisturizer SPF 50, which brightens and evens skin tone while shielding it from UV and pollution. For those seeking targeted transformation, the Pro-Retinaldehyde Dual-Retinoid Treatment combines retinaldehyde and encapsulated retinol for visible renewal without the usual discomfort. Completing the lineup is the 10% Azelaic Acid Booster, a multipurpose staple that addresses redness, uneven tone and blemishes with calm precision.

These formulas promise measurable results, respect for the barrier and honest communication; qualities that resonate strongly with a region that increasingly seeks authenticity from its beauty brands.

With Sephora Middle East as its exclusive retail partner, Paula’s Choice becomes accessible in store and online, inviting both longtime devotees and curious newcomers to experience a brand that has always prioritised truth over trend.

For a market that appreciates innovation yet remains deeply connected to routine and ritual, Paula’s Choice feels like a natural fit. Its arrival signals a shift toward elevated skincare literacy, empowering consumers to understand their skin and the formulas they choose.

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