Basic Principle

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™.

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3-IN-1 HAIR + SKIN SERUM

Meet The Trifecta Serum

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.

Allergy Tested
Using gentle ingredients, our formulas are hypoallergenic and non-irritating.
Hero Ingredients
Clinically studied, non-comedogenic ingredients include smoothing Niacinamide, moisturizing Squalane and strengthening Pro-Vitamin B5.
Animal Test Free
Not one animal was harmed in the making. We test on humans, for humans.

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Press Reviews

“It feels silky and lightweight (a feat for both hair and skin), and doesn’t leave my pores clogged or my hair greasy. It’s truly a miracle product.”

“An overachieving, 3-in-1 skin, hair and scalp serum I'd actually recommend — and use regularly myself — as a beauty editor.”

Made with Experts

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.

Honest Skin + Hair Care Made For All Humans

Your skin, hair + scalp have more in common than you think. All made up of Keratin, they can be nourished and damaged by similar factors. We carefully blend non-comedogenic ingredients that make your skin + hair glow, all with one solution.

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Responsible Practices

We value our natural surroundings. Sustainability begins with full transparency and full disclosure, full-stop.

Industry Transparency

Skincare shouldn’t cost the truth. When it comes to beauty myths and filler ingredients, we cut out the junk.

Hero Ingredients

With every drop accounted for, we get down to the molecule—active ingredients with the science to back them up.

Data Driven

We only use stable ingredients proven effective through peer-reviewed data. What can we say? We love numbers.

“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.

One Product, Multiple Solutions