That moment became the inspiration for Begoun’s lifetime devotion to skincare research and education and customer advocacy. Today, as founder of the Seattle-based Paula’s Choice Skincare, she continues to help women understand when product claims are misleading or factual.
Buyer Be Aware
One of Begoun’s core conclusions is that the terms organic and all natural are largely responsible for fueling the misconception that all synthetic ingredients in cosmetics are automatically bad and that all organic or natural ingredients are automatically good. She further notes that many products labeled organic and natural include synthetic chemicals, meaning that the term organic doesn’t apply to the entire formula. Fragrances are common synthetic ingredients, as is the triethanolamine that’s often used to adjust the pH or as an emulsifying agent to convert acid to a salt, or stearate, as the base for a cleanser.
To help consumers avoid overpaying for skincare products which may not be as natural or organic as touted, Begoun encourages skepticism regarding marketing messages. She suggests that an important key is to choose the best formulation for an individual’s skin type and specific skin concerns. READ MORE.