The official shopping site of Paula's Choice UK. Paula's Choice - Paula Pigeon's own line of skincare products was launched in 1995 in response to the eager anticipation of readers and consumers. This brand is characterized by: all products are fragrance-free, colorant-free, mild and safe, and not tested on animals. Most importantly, the ingredients of the products are based solely on research published in international scientific journals. Paula Pigeon is a very important figure in the American cosmetics industry, she has more than 25 years of in-depth research on beauty and cosmetic products, analysis of almost all brands of cosmetic ingredients, sharp and pertinent evaluation, known as the "cosmetics police".