One Product, Multiple Solutions
Backed By Data. Informed By Expertise. Clinically Acclaimed
SHOP NOWBasic Principle is beauty that stands for mind over myth. We create multi-use skin + hair care backed by data. Get back to the basics and simplify your shelf™.
Science has proven that the healthy ingredients that benefit your skin, can also benefit your hair. Our 3-in-1 serum combines the best qualities from your moisturizer and leave-in conditioner into one, clinically proven to hydrate, smooth and nourish your skin, hair + scalp.
Formulated with
Cosmetic Chemists
We consult and work directly with scientists when it comes to our product’s ingredients and efficacy.
Tested with
Dermatologists
We perform allergy and stability tests on all of our formulas to deliver gentle, effective and safe options for all skin & hair types.
Vetted by Industry
Experts
We go the extra mile to collect feedback from licensed cosmetologists and estheticians.