Unilever buys digital-first skincare brand Paula’s Choice
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Unilever is to add digital-led skincare brand Paula’s Choice to its portfolio after reaching a purchase agreement with TA Associates.
The value of the deal – expected to be completed in the third quarter this year – has not yet been disclosed. According to Unilever, Paula’s Choice will join its Prestige division which manages other skincare brands such as Tatcha, Murad, and Dermalogica.
“Developing Unilever’s portfolio in the high-growth premium skin-care segment is one of our strategic priorities,” said Sunny Jain, president of beauty & personal care at Unilever.
“Paula’s Choice is a true pioneer in the digital space for beauty and has created a mission-based brand rooted in truth and transparency,” said Vasiliki Petrou, VP and CEO of Unilever Prestige.
Founded in 1995 by Paula Begoun, the direct to consumer brand Paula’s Choice is known for its science-backed products and digital tools, including its ‘Ingredient Dictionary’ that breaks down the research behind nearly 4000 ingredients, and ‘Expert Advice’, a curated online hub of skincare and ingredient knowledge.
Questions & Answers
Q.Which company is selling Paula's Choice to Unilever?
Which company is selling Paula's Choice to Unilever?
Unilever reached a purchase agreement for Paula's Choice with TA Associates. The deal is expected to be completed in the third quarter of this year.
Q.Which division of Unilever will Paula's Choice join?
Which division of Unilever will Paula's Choice join?
Paula's Choice will join Unilever's Prestige division. This division already manages other skincare brands including Tatcha, Murad, and Dermalogica.
Q.What are some of the digital tools Paula's Choice is known for?
What are some of the digital tools Paula's Choice is known for?
The brand is known for its 'Ingredient Dictionary', which explains the research behind nearly 4000 ingredients. It also offers 'Expert Advice', an online hub of skincare knowledge.