ONCE UPON FOUR WEEKS AGO, Gwyneth Paltrow taught us the dangers of chemical beauty — that synthetic ingredients can trigger issues from premature aging to hormone imbalance to cancer. And now that we’re ready to go chemical-free, we’ve gotta ask: Where do we start?
“Clean beauty can be incredibly difficult to navigate,” says CAP Beauty co-founder, Kerrilynn Pamer. “There are no strict laws around product labeling… and many brands claim to be natural when they aren’t. There’s just a lot to understand.”
Pamer discovered these issues for herself following a diagnosis with celiacs, a disease that forced her to start reading labels. But even after enlisting the help of a friend, prop stylist Cindy DiPrima, it seemed like a lot of research for any individual to tackle. It’s not so simple as walking into your nearest Sephora and buying the first “natural” product you see.
“So, we looked to see if there was an all natural beauty store in New York City,” adds DiPrima. “One that took guessing out of things and sold only synthetic-free products… and there wasn’t. How is it possible that a market so saturated lacked something so simple? And why not open one ourselves? So, we founded CAP Beauty in 2015 to become the city’s — and possibly even the country’s — first 100% natural beauty store.”