CAP Beauty: The Ultimate Beauty Food Destination

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What we are doing is more of a health than a beauty initiative. We want people ingesting and using healthier products.

Matcha, reishi, turmeric, manuka — in the last year these words have become a major part of the beauty lexicon and you have CAP Beauty to thank for that. Founded by Kerrilynn Pamer and Cindy DiPrima in 2015, CAP Beauty has quickly become the authority on beauty that starts from within. With locations in New York City and Los Angeles (at Fred Segal) as well as a strong online presence, Pamer and DiPrima work to stock a carefully vetted range of powders, potions, snacks, teas and butters in addition to skincare, hair, makeup and body products.

“The food was always integral to our concept,” says Pamer. “To be honest, we are not traditional beauty girls. We don’t know the new lipstick color, but we approach beauty in a much larger context.” For the founders, food is the foundation of the beauty pyramid. What we’re putting into our bodies is just as important as what we put on it and it is a major player in getting the results we all want to feel: good, radiant, vital and alive.

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From the beginning CAP has offered superfoods, which included a selection of herbs that both founders really believed in. From there, the category has grown into a full-blown beauty grocery destination with brands like Sun Potion, Moon Juice and The Beauty Chef lining the shelves. Pamer, DiParma and the CAP staff all play a role in vetting new products, which means consistent use and taking the time to see the results. “What we are doing is more of a health than a beauty initiative,” says Pamer. “We want people ingesting and using healthier products.” Their goal is to get more of these products in people’s cupboards, so it comes as no surprise that they started making their own.

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“We always had the intention of having CAP be one of the brands we carry in the store,” says Pamer. The offerings today include The Neat Matcha Stick Box (individual packs of matcha made for getting a dose of powerful antioxidants while you’re on the go), a stone ground Coconut Butter and The Daily Hit, a CBD (cannabidiol) oil married with adaptogenic herbs. All of these products have been flying off their shelves, with more on the way.

If you’re just getting into the ingestible beauty game, Pamer recommends you start out slow and take the time to see what works for you. Coconut butter is an easy entry point and something that can be easily incorporated into your existing routine (mix it up with some matcha in a blender and drink it warm). “It’s about adding something into what you’re doing and not turning it into a complete overhaul,” she says. “You don’t need to do it all at once, see what works for you and what doesn’t. See how it makes you feel.” Although, after you take some time to peruse the beautifully curated stock at CAP Beauty, it might be hard to resist a total overhaul of your cupboards.

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