One Product, Multiple Solutions
Backed By Data. Informed By Expertise. Clinically AcclaimedSHOP NOW
Basic Principle is beauty that stands for mind over myth. We create multi-use skin + hair care driven by science. 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, formulated to hydrate, smooth and nourish your skin, hair + scalp.
We consult and work directly with scientists when it comes to our product’s ingredients and efficacy.
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
We go the extra mile to collect feedback from licensed cosmetologists and estheticians.
“Clean” Can be a Dirty Word
Without a regulated definition, “clean beauty” is used as an umbrella term to convolute ingredients, over-complicate formulas, and stigmatize anything that isn’t all-natural, how unnatural, right?
Products are advertised with a “more is more” approach, pressuring consumers to jam-pack their routines with 10 different products to achieve one single result. The outcome? Product over-consumption, ineffective results, and a lack of transparency that contradicts the clean beauty mission.