Paula’s Choice Skincare

The growing demands of the skincare company’s retail partners required a powerful but easy-to-use integration platform with flexible and robust EDI capabilities.

Business Goals

Founded in 1995 in the U.S. as one of the first online beauty brands, Paula’s Choice established a European headquarters in Amersfoort, Utrecht, Netherlands in the early 2000s. Recently, the company wanted to expand from its online roots to encompass B2B partners with multiple brick-and-mortar retail locations.

This expansion would fuel enormous growth across product lines. But to accomplish the goal, Paula’s Choice would need to connect via EDI to retailers, large B2B enterprises, and the company’s 3PL partner.

Integration Challenges

A newly signed distribution agreement with a major European perfume and cosmetics retailer was pushing Paula’s Choice’s technology to its limits. This retailer had more than 100 physical retail locations and a significant e-commerce presence.

To accommodate its new partner and the resulting order volume, Paula’s Choice needed to:

  • Eliminate manual order handling and fulfillment via email
  • Implement an electronic data interchange (EDI) solution
  • Automate and integrate data flows into NetSuite from Paula’s Choice, the retail partner, and 3PL partner

How Boomi Helped

After evaluating several vendors, Paula’s Choice selected the Boomi Enterprise Platform for the breadth of its feature set, which includes rapid, low-code integration as well as EDI capabilities. Paula’s Choice worked closely with technology partner Nalta, which had substantial experience using the Boomi Enterprise Platform.

Now the company uses the Boomi Enterprise Platform for NetSuite integration between its retail partner and 3PL warehouse. Boomi’s pre-built NetSuite connector allowed Nalta and Paula’s Choice to focus on EDI message content rather than building integrations from scratch.


The Boomi Enterprise Platform helped Paula’s Choice and its retail partners scale effectively for the 2021 holiday season. The NetSuite integrations and EDI processes were live in time for this very important period.

With the Boomi Enterprise Platform, Paula’s Choice was able to deliver a new EDI-compliant infrastructure that was easy to monitor and maintain while:

  • Reducing time to market
  • Solidifying, accelerating, and streamlining the supply chain
  • Leveraging NetSuite’s inherent strengths
  • Simplifying the creation, testing, and deployment of new business processes