Bohemia Group has announced that it has partnered with global skincare brand Paula’s Choice following a competitive pitch to help grow the brand in Australia.

Michael Africa, senior vice president of digital at Paula’s Choice, said: “We were impressed with Bohemia’s technical capability in performance marketing and their understanding of the cultural differences in skincare between Australia and the United States.

“We have been successfully operating in Australia without a local partner in this area, and we’re excited to see the difference Bohemia’s strategy and expertise will have in growing our brand Down Under.”

Sebastian Graham, group performance director at Bohemia, said: “We’re looking forward to working with the team at Paula’s Choice. They’ve got big goals for growth and the product to match it.

“Their attitude as a challenger brand is exactly what we’re looking for, as it allows us to do the best work we can across the entire customer journey.”

Paula’s Choice Skincare was founded in 1995 by internationally-renowned beauty and skincare expert Paula Begoun. Products include skincare, makeup, body and hair care, and accessories.