Pure Principles journey began in 2006 when our founder, Cheryl McSherry, began studying to become an Ayurvedic practitioner. As she began to integrate the principles of Ayurveda into her lifestyle, and feeling the results of balance, she knew the ancient system of healing was meant for her.

One of the principles that deeply resonated with her was what we put on our skin, the largest organ, should be just as clean and pure as what we put in our bodies. This principle made her examine every personal care label that was in her home and she decided to make a conscious effort to buy clean, natural and organic products.

After searching for truly clean skincare, only to find products that claimed to be “natural” and “organic” but were ladened with synthetic chemicals and preservatives, or unaffordable, she took her knowledge of Ayurvedic herbs, oils and botanicals and began creating her own clean alternatives.

Rave reviews from friends and family as well as interest from local businesses, made Kathryn, an Advertising Executive and Cheryl’s sister, see the value of bringing effective, all-natural, affordable and truly clean skincare to the marketplace.

They began their endeavor together selling Pure Principles products at various pop-up markets throughout their home town of Chicago. This avenue gave them face-to-face interaction and valuable feedback from their loyal customer base. In the early stages, they took this feedback and made small but necessary tweaks to the formulas to perfect the product that is on shelves today.

Cheryl is a certified NAMA Ayurvedic Practitioner who sees a regular stream of clients and frequently takes continuing education courses on Ayurveda. While Kathryn has spent the past 15 years in advertising with a primary focus on the health and wellness space. Together their mix of knowledge, creativity and passion for natural skincare has made for a balanced business partnership. They are not only sisters and business partners, but best friends who enjoy a good bottle of wine, great food and traveling the world together.