Legacy brand, Paula's Choice, has had a resurgence with Gen-Z and millennials most known for their 2% BHA Exfoliant and Clinical Boosters. CMO, Erika Kussmann, joins Yola to discuss how the brand sparked a new dialogue with a demographic of consumers. Paula’s Choice was founded in 1995 by internationally renowned beauty and skincare expert, Paula Begoun. Her commitment to customer advocacy and education is embedded in the brand’s DNA and is central to their Smart, Safe Beauty philosophy. Their state-of-the-art formulations are non-irritating, fragrance-free, never tested on animals and work exactly as claimed. In addition to the commitment to consumer advocacy and education, their emphasis on transparency has established Paula’s Choice as a leader in science-backed, effective, and environmentally friendly skincare. Known for its bestselling 2% BHA Liquid Exfoliant, Boosters, and Niacinamide treatments, the brand is loved by everyone from teenagers with acne to adults with anti-aging concerns. Visit www.PaulasChoice.com to find your ideal skincare routine.  Join The ISAL Newsletter Join ISAL Insiders here. Connect with Yola: @yolarobert Connect with the pod: @isuckatlifepodcast