Meet Cheryl McSherry, Pure Principles


We are skincare with integrity. Embracing the world's oldest system of healing, Ayurveda, we bring clean, pure, effective, and healthful skincare to our customers.

What do you love about your business and industry?

The ability to create luxurious, natural skincare using earth’s bounty and being confident that it is truly safe.

Tell us what inspires you.

It is my passion to educate, to heal, to help others. It’s so important to know what’s in our skincare, what it does to our bodies, and how we can make it better.

What advice do you have for other creatives and entrepreneurs?

Do your homework, know your audience, and have fun!

What is something surprising about you?

I make a pretty amazing chocolate cake!

What is the most common question you get about you and your business?

"Do you really make this all yourself?" The answer is yes. Since we use no chemicals or preservatives, we create our products in small batches to ensure the freshest possible product for our customers.

Tell us about your process for making and creating.

As an Ayurvedic Practitioner, I was taught the importance of purity when it comes to what we put on our skin. Because the skin has no filtration system, everything that we put on it gets absorbed directly into our blood stream. When I began to examine the skincare I was using, I was appalled at the chemical laden ingredient list. I started looking for healthy, natural alternatives, and my frustration was even more heightened when I’d see claims of all-natural or organic, only to find that I couldn’t even pronounce the ingredients. That is how Pure Principles was conceived. If I couldn’t find skincare that was as clean as I wanted it to be, I would make it myself, using my knowledge of Ayurvedic herbs, oils, and botanicals.

Discover more about Pure Principles at

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