June 15, 2021

Unilever Is Buying Paula’s Choice For an Estimated 2 Billion

Unilever is acquiring Paula’s Choice for an estimated 2 billion dollars. Unilever, parent brand of brands like Dove, has not responded to requests for comment about this deal but according to industry sources this deal is sealed. We heard a few days ago that Paula’s Choice might be going public soon but the news about Unilever acquiring the entire is a bit more shocking.

Considering many of the brands Unilever parents are very main stream and readily available at drugstores and supermarkets one wonders if at some choice if Paula’s Choice will be available at your local CVS or Walgreens in the future. That being said Unilever also owns more skincare brands such as Tatcha, Murad, Dermalogica, Kate Sommerville and Ren.

Paula’s Choice is expect to do well over 300 million is sales this year. According to the brand’s marketing director the brand has garnered more attention with the Gen Z demographic across platforms like Tiktok. Honestly, my FYP on Tiktok has very little to do with beauty so I can’t say that Paula’s Choice is something I’ve seen across the platform personally but I do know that Paula’s Choice has made a bigger splash on Instagram lately.

TA Associates acquired the brand back in 2016 and has undergone changes in terms of price increases and frequency of releases which not everyone is a fan of but with this new deal in the world I suspect we can see even more bigger changes in the future.

As further information becomes available I’ll post about it!

What do you think of this news?


About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.


  • Michelle

    I hope Paula still has some input on product ingredients, it’s one of the very few brands that are truly rosacea skin-friendly. I would hate to see that destroyed.

    • Isabella Muse

      I think she’s been around for a while but let’s hope that’s the case!

  • N

    Good for Paula Begoun, but I hope they don’t change the formulas, because PC is fragrance free and their formulas work for my sensitive skin. Also, PC is cruelty free and to my understanding Unilever is not.

    • Isabella Muse

      It’s not actually owned by Paula anymore so she doesn’t get anything out of this sadly. They are not! Hopefully they’ll keep PC cruelty free!

  • kimkats

    I gave up on PC when she sold the company the first time and they jacked prices way up from what they had been. I used to use it almost exclusively, but I found the money grab just too much to stand. I don’t have real sensitive skin, but her products used to work so well, and were actually pretty simple, ingredient wise, but now they have everything and 2 kitchen sinks, which I think increases the odds of irritation or a bad reaction. And they cost a crapton more – but I said that already.
    Maybe Unilever will make it more mass market – they’re gonna have to drop the price if they do that. I’m just disappointed in PC these days and have been for a few years. Wish it was what it had been.

  • varya

    Not a brand I ever liked. Not when it was Paula’s, not now. Unilever has been in major acquisition mode,especially within their “Unilever Prestige” group for awhile. Owning PC along with Ren, Dermologica, Tatcha ,Murad, Somerville etc. makes me believe that eventually some of these lines will fall by the wayside. Likely NOT PC. My fervent wish is that Dr.Sam’s products stay off Unilever’s radar.

  • L

    I feel like this can’t be good news. Didn’t sephora just start carrying some PC products too? I guess not related. I did see a strange job posting go up recently for PC, of all things, it sounded almost like managing MLM type recruiting. I have no idea.

  • Dee

    I just hope this doesn’t mean the products change. Seems that always happens when a company is bought. I’ve been using some of her products for years and love them and would hate to see them change.

  • Carolina

    I hope Paula’s Choice doesn’t end up like Philosophy. After it changed owners and eventually landed in the hands of Coty, it seems everything that made Philosophy fun and awesome disappeared. I like Paula’s Choice and would hate to see the company meet the same fate.

  • Denise S

    I noticed that Beautypedia stopped reviewing new products. I liked their reviews which were based on ingredients .

    • Isabella Muse

      I think a lot of their reviews are just blah lately or they stopped doing new products all together!

  • Mariam

    I don’t know what to feel about this. I started using PC because my colleague recommended to me because of maskne. I was surprised that it is available in my country (online & certain drugstores) and grateful nevertheless. It is very pricey but damn it works! I just hope nothing will change. Eurgh.