Paula's Choice, LLC Appoints David Lonczak as CEO

Press Contact:
Tanya Wayne/Kristina Katsoulas
Pierce Matte PR
212.243.1431
tanya@piercemattie.com
kristina@piercemattie.com

Paula's Choice, LLC, a rapidly growing skin care and cosmetics company with distribution in 50 countries, is pleased to announce the appointment of David Lonczak as its new CEO. As CEO, Lonczak will spearhead an aggressive growth strategy, playing a key role in the continued global expansion of the brand. Paula's Choice founder, Paula Begoun, will continue to play an active role in the business as a board member overseeing product development as well as doing media appearances as a best-selling author and expert on skin care and beauty.

"The expertise David brings to the table will play a crucial role in our next phase of growth", says Paula Begoun, founder of Paula's Choice. "David has a unique ability to nurture and promote a brand's philosophy while also instilling the tactical planning and execution necessary to take us to the next level."

Lonczak has been instrumental in the growth of a diverse array of companies including drugstore.com, Beauty.com, Starbucks, and most recently as the Group VP, Brand Marketing at Walgreens. In his new position, Lonczak will be responsible for strategic oversight, contributing his skills and knowledge to complement the core principals upon which Paula's Choice was founded.

"I am very excited to join such a strong team and become part of an amazing Brand story" said Lonczak. "I look forward to leveraging the experience I've had with other great brands to drive our growth strategy and share the Paula's Choice brand philosophy around the World."

This appointment continues the evolution of the company, which began in November 2012 with the partnership between Paula's Choice and Bertram Capital, a Northern California based investment company (www.bertramcapital.com).

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Paula's Choice was founded in 1995 by internationally renowned beauty and skin care expert, Paula Begoun, author of Blue Eyeshadow Should Be Illegal, The Beauty Bible and Don't Go To The Cosmetics Counter Without Me, which have sold more than 2.5 million copies. Using her knowledge and expertise, Paula has developed state-of-the-art formulations for her own line based on reliable, published skin-care research. Products include skin care, makeup, body and hair care, beauty tools, and accessories. All products are fragrance-free, cruelty-free, environmentally-friendly and perform beautifully without false promises. For more information visit: www.paulaschoice.com. Like us on Facebook, "Paula's Choice, Inc." and follow us on Twitter, @PaulasChoice.

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