DTC brand Paula’s Choice will make its brick-and-mortar debut at Sephora this April, entering the prestige beauty chain’s 455 U.S. based stores. Last week the brand entered sephora.com with 25 products.

The skin care brand is best known for its consumer advocacy, transparency and efficacy. Over the past two years Paula’s Choice has more than doubled direct-to-consumer sales.

“For over 25 years, we have been empowering our customers with more than just proven products— we’ve given them the exact research and truth they need to take the best care of their skin. Our partnership with Sephora is a natural one. Their best-in-class standards, inspiring community engagement, experiential omnichannel expertise, and unrivaled education program perfectly align with our strategic vision,” said Tara Poseley, CEO of Paula’s Choice. Paula’s Choice was founded in 1995 by Paula Begoun.

The launch will also introduce the first-ever Clinical Niacinamide 20% Treatment ($48) to be available at Sephora, along with its best-selling 2% BHA Liquid Exfoliant ($29.50) and Boosters. Over the past year, more than two bottles of the 2% BHA Liquid Exfoliant have been sold every one minute around the world. Also to be sold in Sephora are the C15 Super Booster, $49; Clinical 1% Retinol Treatment, $58; Resist Youth-Extending Daily Hydrating Fluid SPF 50, $33; 25% AHA + 2% BHA Exfoliant Peel, $39.

To learn more about Paula’s Choice, most notably its digital global audience, tune into CEW’s event March 3 to hear Erika Kussmann, CMO of Paula’s Choice, on how to build and maintain a loyal community through various consumer touchpoints including online, social and digital channel strategy.