With the power of social media, it is very rare in the world of beauty that any brand can be regarded as “under the radar.” You see, every time a person of note likes something and posts about it on their Instagram, they set the whole beauty world on fire. While this is most certainly the case for the majority of brands and products, even in 2020, not everything great breaks the internet.
I know we’ve discussed this before, but the reality is even when a product is really, really great, if it doesn’t look the part, the chances of it making it onto the Discover page are low. How do I know this, you ask? Well, because I’m very much in the midst of it. When you spend a lot of time around friends and colleagues who are also beauty editors, experts and specialists, you soon realise that there are two types of favourites: the buzzy ones that everyone posts about and the ones that everyone kind of wants to keep for themselves. One of the latter brands is Paula’s Choice.
