Mariam White spent her childhood raiding her mother’s makeup bag, however it was her early success, at age 17, as a finalist of Seventeen magazine and Chanel’s “ Nail Color of the Year ”contest that confirmed her destiny as a beauty professional and prophet.*

Following time spent in New York and London, and having worked as a makeup artist, Mariam returned to Toronto to focus on the business aspect of the beauty business. Through the medical skin care company she oversaw, she introduced Canadian consumers to highly-respected niche brands, like Biologique Recherche, James Read Tan, EltaMD, Margaret Dabbs Footcare London and PCA Skin,and helped to solidify both brand awareness and a cult following among both professionals, retailers and consumers.

Mariam is now focused on another important brand launch: her own, which will bring together the most original brands and interesting products under one distributor. The Principle Brands, offers Mariam’s proved devotion to, and expertise in, what’s exciting and discernably different, not just in skin care, but also in beauty and beyond.

*Tragically, the contest winner was a more conventional shade, but White takes consolation in having foreseen the juicy orange polish trend with “ Neroli,” years before it popularized. Tenoverten, friends of The Principle Brands, offer “Hudson” which is everything Neroli aspired to be and then some.