I came across Paulaschoice a few years ago. I thought it was an impartial review site to start with, until I realised how ridiculously ignorant and biased the advice was about natural ingredients and essential oils. Also, that every product seemed to fall short of Paula's own range. Clearly sales pitch!
It is made more authentic by giving some? A lot? A little? Factual and unbiased info to sweeten the pie.
Here in Europe, we have a deeper respect and longer tradition of natural ingredients - and a much better understanding of how to use them. It made me hoot with laughter to read comments like 'contains lavender essential oil - a skin irritant'.
Can lavender irritate? Of course! It is possible to have a reaction to ANY ingredient, including water.
Is lavender likely to irritate, in the concentrations used in skincare? Highly unlikely. If you get a reaction, it is more like from the preservatives used to keep the lavender fresh.
Most of the products that have, over the past 10 years, had the most benefit for my skin, are dismissed by Paula's web site, for being 'unproven', 'an irritant' or similar.
Your mileage may vary, but I think the site is nothing more than a badly disguised shop, criticising its competitors and promoting Paula's product range. A bit like the current political technique of assassinating the character of the opposition before trying to step into the power vacuum.