For Partners

FOR

PARTNERS

SERVICE AND COMMUNITY

ATMOSPHERE OF COMFORT AND TRUST

TRANSPARENCY AND PRODUCT INTEGRITY

CARE FOR YOU AND THE GROWTH OF YOUR BUSINESS

Being a partner of Ethel means...

Founder of Paula’s Choice Skincare

Paula Begoun

{ 1995 }

Since 2021, Ethel Distribution has been the official distributor of Paula’s Choice Skincare in Kazakhstan, Uzbekistan, Azerbaijan, and Kyrgyzstan.

BEAUTY BEGINS WITH TRUTH

{ The core philosophy of the brand, which has become deeply aligned with our own vision }

Visit the Paula’s Choice KZ website

An American businesswoman, TV host, author of numerous skincare books, and creator of the world's first dictionary of cosmetic ingredients.

Paula suffered from acne and sensitive skin. After a long journey of treatments without achieving the desired results, she began independently researching cosmetic formulations and eventually

created her own skincare line

Brand bestsellers

Awards / Effectiveness

TEEN VOGUE Acne Award - Best for Face
HARPER’S BAZAAR Beauty Icon Award
ALLURE Reader’s Choice Award - Best Exfoliant
PREVENTION Beauty Award - Best Blemish Fighter

Each year, Skin Perfecting 2% BHA wins prestigious awards, now totaling 17. A new unit is sold worldwide every six seconds. This clinically proven, leave-on exfoliant with salicylic acid gently dissolves excess sebum inside pores, evens out skin tone, and reduces redness.

Retinol, the biologically active form of vitamin A, is the gold standard in anti-aging skincare due to its powerful stimulating properties. This high concentration is among the strongest on the market, promoting intense skin cell regeneration and boosting collagen production.

The uniqueness of azelaic acid is backed by over 20 years of research. This booster also contains salicylic acid and licorice root extract, providing a comprehensive skincare solution.

If you're looking for a serum that minimizes enlarged pores, improves skin texture, evens tone, and enhances uniformity, you've found the perfect match. Enriched with antioxidants, it also helps combat early signs of aging.

{ 2022 }

NEWBEAUTY Award - Best 1% Retinol Serum

{ 2022 }

BEAUTY INSIDER’S Best Skincare Reader’s Choice Award - Best Skin Booster

{ 2021 }

PREVENTION Award - Best Spot Treatment for Acne
SELFBEAUTY Award Best Dark Spot Corrector

{ 2019-2020 }

Skin Perfecting Exfoliant with 2% BHA

Clinical Serum with 1% Retinol

Booster with 10% Azelaic Acid

Booster with 10% Niacinamide

Unlike many other peptide creams, this formula not only delivers a powerful anti-aging effect but also provides deep hydration and soothes irritation.

Pro-Collagen Peptide Plumping Moisturizer

This moisturizing eye cream visibly smooths under-eye wrinkles with a concentrated blend of five restorative ceramides, four brightening forms of vitamin C, two peptides, and clinically proven retinol.

A universal daytime cream with broad-spectrum UVA and UVB protection, this unique formula not only prevents pigmentation but also instantly brightens the skin. This is achieved through a rich blend of antioxidants, restorative ingredients, and a non-acidic form of vitamin C at an optimal 5% concentration.

Ceramide-Enriched Firming Eye Cream

5% Vitamin C Sheer Moisturizer SPF50

Brand new arrivals

Where to find us?

{ Our presence map }

In 15 cities across Kazakhstan with 200 partner retail locations.

In Kyrgyzstan: Bishkek, Osh, and Jalal-Abad.

In Uzbekistan: Tashkent.

In Azerbaijan.

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We strive to make Paula’s Choice accessible in every city across the CIS and provide our partners with all the tools for successful promotion.

Join Ethel and bring a skincare revolution to your city!

Become part of the Ethel partner network

What are the terms?

Presence of a physical store

Promoted social media accounts with a loyal audience

Completion of mandatory Paula’s Choice seller certification within three months.

{ Partnership }

Comprehensive marketing support

1.

What do we offer?

Client days

2.

WHAT INCLUDED? Merchandising project development, provision of marketing materials (brochures, catalogs), branded products for customer incentives, creation of partnership and employee motivation programs, assistance in organizing local events.

Ongoing Training & Business Community

3.

WHAT INCLUDED? Our specialists organize and host Customer Days every month across Kazakhstan, Kyrgyzstan, and Uzbekistan, helping partners strengthen customer relationships, build brand trust, and enhance store reputation. We offer a personalized approach, tailoring each event to your audience and business goals.

WHAT INCLUDED? We offer both offline and online courses through our dedicated platform, complete with testing and certification. Available programs include a comprehensive training course, individual lessons on new product launches, and bonus modules to enhance sales skills. Additionally, we invite top resellers to exclusive events and forums for networking and experience sharing.