Paula’s Choice Going Public Later This Year is a Thing Now
You may have read my Instagram post over the weekend that Paula�s Choice may be going public later this year. In 2016, TA Associates acquired Paula’s Choice which created quite a bit of controversy over the years. As we all know Paula was really in favor of simplicity when it came to skincare routines. I mean, the woman believed you could use your regular facial moisturizer under your eyes! No need for extra eye cream!
But look at Paula’s Choice now a few years after TA Associates take over we have a number of different eye creams available for purchase. This is in fact what causes such an uproar in the skincare community. They felt that prices went up and Paula’s simple skincare routine with an occasional round of strong actives suddenly became overwhelming. And if we’re being real here, it’s true….Paula’s Choice releases new products quite often lately within weeks of each other.
Paula’s Choice was always a very state of the art skincare line without a lot of flash and hype. That’s changed dramatically over the years as the migrated more and more towards social platforms like Instagram. With that social migration you could see how things became more “insta-looking”. There latest 25% AHA + 2% BHA Exfoliant Peel is iridescent purple…! Eep…! I feel like Paula would not approve.
The choice to go public has apparently has not been confirmed as of yet and TA Associates has not responded to requests for comments on the status. I do think the fact they are now sold at Sephora hinted at things to come. The brand has always been notoriously selective about where they are being sold. To me, taking on Sephora automatically meant they’ll start popping up at many other retailers at all. That was some clue that going public was next on the agenda.
The way skincare is having it’s moment in the sun lately it comes as no surprise that brands and firms like TA Associates are looking for ways to exploit that and make more money.
I’ll update you on Paula’s Choice public status as more news becomes available.