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.
Basic Principle


Basic Principle


Basic Principle


Basic Principle


Basic Principle


Basic Principle


Basic Principle

How Basic Principle Was Born

Creator Jasmine Burnside, a New York-based cosmetologist with a background in celebrity and editorial hairstyling, struggled with eczema, rosacea and cystic acne throughout adolescence and adulthood. After experimenting with a range of skincare, from luxury products to drugstore staples, she found heavily marketed “clean” beauty wasn’t cutting it.

“I was convinced that I needed to scrap my tried + true product favorites and convert to brands preaching about ‘clean’ beauty with long ‘free-from’ lists. After years of trying to find clean skin and hair products that were effective but wouldn’t irritate my skin, I realized I had only made things worse.”

Navigating the rabbit hole of industry buzzwords, claims, and snake oil, Jasmine took matters into her own hands. Thus, Basic Principle was born, carried by it’s main mission: The belief that beauty can—and should be—transparent, safe and efficacious without inspiring fear or uncertainty.


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.

Before After
Basic Principle

“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.