Inside Paula’s Choice’s strategy for expanding beyond its hero products

Recently, Paula’s Choice has seen an exponential increase in its awareness, transitioning it from a cult favorite beauty company for those in the know to one of the most discoverable on social media. On Reddit, it is one of the five most talked about beauty brands. Fittingly, its new customers are up 181% year-over-year, and on-site searches for specific ingredients increased 132% in the same time frame, said Erika Kussmann, Paula’s Choice CMO and and general manager.