Paula’s Choice

A new affiliate program for branding and performance

paulas choice lifestyle

The power of partnerships within affiliate marketing relies on accurate data insights. Unilever-owned international beauty brand, Paula’s Choice, teamed up with DEPT® to launch an affiliate program to reach new customers, while forging stronger bonds with existing influencers. Success was brought to life through the platform Partnerize, bridging the gap between performance and branding.

Paulas choice peptide booster

A new affiliate program

Paula’s Choice stands for fair skincare. With each product backed by scientific research and unlimited ambition, the brand is growing rapidly. This growth led the company to reevaluate its affiliate programme, which led to two main goals being established: 

01 Create an extra revenue stream based on content
02 Reach new customers through affiliate collaborations

We set up the affiliate program in Partnerize as broadly as possible. Partnerships were established with both traditional affiliate publishers and influencers with whom the PR team of Paula’s Choice had already built good relationships. In addition, Partnerize provides additional data insights into product performance and customers that were previously untapped.

Our approach

Affiliate for branding and performance

Valuable data and specific target groups

Strong PR and affiliate collaboration

Reach specific target groups and create additional revenue streams with an affiliate program


The partnership between DEPT® and Paula’s Choice produced an affiliate program that hit all main goals within three months of the launch.

  • 40% of affiliate revenue was generated by content publishers at the beginning of the customer journey, of which 36% was through influencers
  • MoM turnover increased from 43% to peak at +94%
  • 82% of those purchasing through the affiliate program were new customers

Combining the strengths of performance and influencer marketing to build on strong existing partnerships, our strategy contributed to the growth of additional sales and the brand’s customer base.


VP of Growth, Experience and Engineering

Lizzie Powell

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Johnnie Walker