Principle Beauty
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We are an indie makeup brand that’s setting a new standard. Non-toxic, cruelty-free ingredients are just a starting point.
We believe "clean" should also mean a clean package. This is why we created the first makeup in a compostable package.
08/24/2021
🙄 I recently heard this in a TV commercial for a nutritional product. It’s nonsense. Misleading statements like this spread disinformation about understanding ingredient names. Here’s why:
* In order to be globally compliant, cosmetic ingredients must be labeled in accordance with INCI requirements.
* INCI nomenclature is much like species identification, it’s not always easy to pronounce a scientific name
👉🏼 Swipe to see a few common examples
Are you surprised by these official ingredient names?
07/14/2021
So many possibilities ✨
Always plastic-free, vegan, and cruetly-free.
07/01/2021
Happy to everyone just starting their journey and every creator and maker who has made this their life’s work. Our health and the health of our planet is a worth fighting for everyday. We believe clean makeup means clean packaging too (zero plastics).
Who else does a happy dance when you find an awesome zero waste swap?
This palette checks all the boxes — a lux, ethical formula in a plastic-free, up-cycled cork and paper package.
What’s your favorite ZW swap?
06/22/2021
Swatch you doin’?
Thanks to our friends for showing us their arm swatch love. Swipe to see the palette on varied skin tones.
06/08/2021
What's better than wine? A package that's made from upcycled wine corks.
Did you know that cork is just the bark of the tree and harvesting it doesn't kill the tree? Cork harvesting actually encourages the tree to absorb 70x more carbon in it's regrowth phase.
As if that wasn't rad enough, our cork is actually made from upcycled waste from wine-corking making.
No trees chopped, no waste wasted. Cheers to that!
05/25/2021
Oh, just sittin' here being all planty.
Did you know exactly zero trees were cut down to make our cork and paper packaging? Our cork palette is made from upcycled wine cork waste and our sleeve is 100% recycled paper. ✌🌿
05/18/2021
The amazing glowing in our browns and pinks on eyes and cheeks. ✨
05/07/2021
We have so much love for this palette. 9 *super* pigmented shades inspired by the American Southwest, formulated with nourishing oils and zero fillers. What colors do you want next?
04/30/2021
It may look simple but our package has big goals:
No trash.
Happy Friday friends ✌
demonstrates what we mean when we say zero waste packaging. It isn’t marketing fluff. A simple sleeve plus compostable cork and recycled aluminum pans. Every piece has somewhere to go other than “away” when you’re all done. Which will be loooong while.
Peep her swatches too — did we mention pigment?!? Our formula competes with premium $$ clean brands and is seriously packed with pigment. Swipe a little or layer for that extra.
Thank you 🌸
04/14/2021
Wow. The amazing created these portraits of The Desert Nomad Palette packaging using found and painted stones to pay homage to our mutual love of these colors. Caroline is not only a brilliant artist but she does this while cleaning up the planet. Check out her found beach plastics compositions because they are so stunning. Thank you Caroline!
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Plastic-free beauty & lifestyle
Clean ingredients and clean packaging. Is it too much to ask? We don’t think so. We are Principle, and we’ve made it our mission to bring you the best beauty and self-care products on the market that are sustainable and beautiful, inside and out.
You won’t see any super crunchy hippy stuff here (not that we don’t love that, our crunchy friends.) We just think you don’t have to sacrifice chic style and luxury for being a little more earth-friendly.
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