Our Basic Principles
In short, BP cuts out the BS. We believe that skin + hair care should be mindful, from top to bottom. Our line simplifies your beauty routine and removes the guesswork. We back our product claims with science, use safe and effective ingredients, and educate by providing the industry transparency you've been searching for. Our multi-use, clinically vetted formulas are tested and appraised by experts themselves, each one formulated with sensitive skin top of mind.
OUR STORY
How Basic Principle Was Born
Creator Jasmine Burnside, a New York-based cosmetologist and celebrity hairdresser inspired by her personal journey navigating sensitive skin conditions like eczema, rosacea, and cystic acne. From her teenage years into adulthood, Jasmine experimented with countless products—from luxury skincare to drugstore essentials—but struggled to find solutions that worked without aggravating her skin.
Through this journey, she discovered a gap in the market: a need for products that blend the best of science and nature with clinical evidence, offering true efficacy without compromise.
“I spent years chasing the promise of ‘clean’ beauty, convinced I needed to abandon my trusted favorites for products marketed with long ‘free-from’ lists and lofty claims. But instead of helping, I found myself frustrated and my skin worse off.”
Determined to create a better path, Jasmine founded Basic Principle with a clear vision: to deliver multi-use products that are transparent, effective, and safe for sensitive skin—free from fear-based marketing and grounded in real science. Basic Principle combines dermatologically vetted formulations with a thoughtful approach to skincare and haircare, proving that simplicity and efficacy can coexist beautifully.
ROOTED IN TRUTH
Real Users, Real Results
Our Trifecta Serum was tested on 100 humans, with a variety of skin and hair types including acne-prone, dry, sensitive and dehydrated, for 8 weeks. Here's what they had to say!
95% of people agreed skin felt more moisturized after initial use
85% of people agreed skin appeared more calm and less red after 4 weeks
83% of people agreed scalp felt less itchy and less flaky after 4 weeks
87% of people agreed hair appeared less frizzy and more conditioned
90% of people agreed hair felt healthier overall with consistent use
*Based on a third party clinical lab consumer study of 100 humans, ages 18-70.
