Paula's Choice is the brand of the beauty editor Paula Begoun, who is the one who says "Hey, look at what's inside a product before buying it!". She has created her own brand, with fabulous ranges of skin care and makeup, and affordable prices for this quality.
I just realized that I should start to prevent aging on my skin early, before my 30's. I am now using a serum and a moisturizer with retinol, from Paula's Choice Resist.
I apply the serum every night before my night cream, and the moisturizer every morning before my makeup. It leaves my skin so soft & supple. I also use the serum as an eye cream, and it works great! I can already notice I have less fine lines around my eyes.
(And her website is full of beauty advice, I highly recommend it!)
I also totally recommend her book, giving her opinion on all products of major beauty brands: 'Don't go to the cosmetics counter without me.'
And.. Paula's Choice = no testing on animals!