Men in Western culture are disconnected from the world of skincare due to a lack of education, and stigma surrounding masculinity and cosmetics. Existing skincare lines offer a wide variety of specialized products that can be very overwhelming, confusing and intimidating.
Brands targeted towards men project masculine imagery, which impacts the way that the products are perceived
Skincare lines with many specialized products can be overwhelming and intimidating
To offer an experience that allows for an easy entryway into skincare practices, normalizing it across all user demographics.
Prncpl is a skincare company that aims to introduce the practice of caring for one’s skin to men in an otherwise female dominant industry. Prncpl offers a simplified approach, narrowed down to just three products: cleanser, toner and moisturizer in a kit that is straight to the point, and convenient.
To educate consumers on the importance and benefits of skincare, while providing products that are easy to use and understand.
Creating products that anyone can use, regardless experience level.
Providing information that is valuable, and digestible.
Skincare shouldn’t be scary, and we’re here to show you.
Like an old friend you can rely on, knowledgeable but not not obnoxious.
Friendly, conversational, and doesn't push too hard.
We believe in who we are and what we have to offer.
From novice to expert, skincare is for everyone – and we want you to believe in that.