Bertram Capital Makes Growth Investment in Paula’s Choice

Bertram Capital today announced its investment in Paula’s Choice, a rapidly growing skin care and cosmetics company with distribution in 50 countries around the world. Paula’s Choice is known for its unique content-driven ecommerce platform offering proprietary products, extensive skin care research, and exclusive reviews of more than 45,000 products from other brands. Hailed by Oprah Winfrey as the “Cosmetics Cop”, founder Paula Begoun has grown the company from a single book, Don’t Go to the Cosmetics Counter Without Me, to an indispensible online resource for skin care and makeup products and advice. Consumers worldwide turn to Paula’s Choice for objective information on how to best care for their skin. Ms. Begoun will continue to play an instrumental role as the company’s founding shareholder and CEO.

“We were approached by a number of firms over the past year and were looking for a financial and strategic partner that shared our vision and enthusiasm for the Paula’s Choice brand,” said Paula Begoun, Founder of Paula’s Choice. “We were impressed with Bertram Capital’s unparalleled ability to leverage their own technology team as well as their commitment to build the brand responsibly. This partnership will enable us to re-invest in our business so we can continue to pursue our mission to help consumers around the world take brilliant care of their skin. We are excited to join forces with the Bertram Capital team as we move forward in the evolution of our company and brand.”

Paula’s Choice represents Bertram Capital’s third investment in a high-growth consumer brand and the firm’s ninth platform investment overall. “Paula and her team have built an impressive organization around a brand that stands for excellence and efficacy, and have differentiated themselves in a highly competitive consumer category,” said Jeff Drazan, Bertram Capital’s Managing Partner. “We are honored that Paula selected Bertram Capital as her partner to further build Paula’s Choice as both a brand and a premier online destination.”

The Bertram Capital team was introduced to Paula’s Choice by Partnership Capital Growth Advisors (PCGA), a San Francisco-based full-service investment bank focusing exclusively on the healthy, active and sustainable living marketplace. “We are grateful to Janica Lane and the PCGA team for bringing an exceptional investment opportunity to our attention,” noted Ryan Craig, Partner at Bertram Capital. “Paula’s Choice represents the type of growth and business-building opportunity we search for every day at Bertram. PCGA distinguished itself with the quality of its client and adept management of the process.”

About Paula’s Choice

Headquartered in Seattle, WA, Paula’s Choice is a global cosmetics and skin care company offering proprietary products, extensive skin care research, and exclusive online content that empower consumers to find the best products available for their skin. In 1995, after years of researching and reviewing beauty products from other companies, Paula Begoun created Paula’s Choice to apply the same exacting standards to her own line of skin care products that treat everything from acne to wrinkles and much more. Paula’s Choice offers over 45,000 product reviews through its Beautypedia platform and its products are sold globally in over 50 countries. Visit for more information.


David Hellier

Bertram Capital

(650) 358-5000