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" ... “As a native DTC brand, we have the capabilities to be able to reach customers in the relevant digital channels. On social media, we’ve expanded our presence by connecting with skincare-savvy audiences. The growth of #paulaschoice on TikTok 20x since last year and our Instagram community is up more than four times over the past two years. Fans have been finding us on social who were attracted to our skincare and ingredient content. Over time, this community has become this strong legion of advocates empowered by knowledge. We’ve connected with a range of influencers who had an interest in skincare and skincare knowledge, and we saw our products resonate with them: our products were effective, so they continued to use them and asked to replenish. With so many people getting more involved in skincare, another way customers have found us is through ingredient and skincare searches, especially given our rich content,” continued Kussmann on how Paula’s Choice tapped into a new audience. ... "