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Our Story | The Principle Brands

Our Principles

The beauty industry is fluid and evolving faster than ever before. However, our basic principles remain:

Products that work:

Efficacy and accessible luxury? Where have you been all of our lives! No more compromising on the healthy cream in the utilitarian package—expect splendid formulas, swish packaging and great results.

Products that are safe and effective:

Our brands offer that until-now-impossible-to-find blend of good for you and just plain good. It’s not about natural versus clinical, rather it’s about using the best quality ingredients for the most effective benefits. (Because beauty can make you feel great, inside and out!)

Products that excite:

A little bit of magic can be the difference between success and obscurity in this business. Our relationships with beauty can be emotional or nostalgic and these connections, paired with our belief in a product, are what make them a part of our daily routines and lives.

 

Our Services

We understand that, just as our looks and routines are ever evolving, beauty is always changing, and that beauty is based on the basic desire to - look and feel - like our best selves.

We live the beauty business, taking inspiration from new products and brands, and the science and innovation that will improve people’s lives.

We discover and distribute unique and influential beauty brands, serving multiple sales channels across North America with a focus on the Canadian market.

We embrace the need to know game-changing breakthroughs and the ingredients that actually work—and we’ll strive to make both accessible to the Canadian customer.

We offer full-service brand representation, including:

+ Retailer and professional channel partnerships

+ Sales and education

+ Marketing, public relations, social media and influencer management

+ Graphic design and photography

+ Importation, fulfilment, cross Canada shipping and storage

+ Health Canada Registrations and Licensing

+ EDI Complaint

Our Story

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 a new beauty story, her own, which has brought 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.