9 Under-the-Radar Beauty Picks from the Founders of CAP Beauty


The CAP Beauty shop in downtown Manhattan. (Photo: Bradford Gregory)

For those that like their beauty routines as clean as their green juices, the new CAP Beauty store and spa in Manhattan’s West Village will soon be a mainstay. A brick-and-mortar companion to the popular website of the same name, CAP Beauty (an acronym for clean and pure) offers an expertly curated selection of over fifty prestige natural brands as well as holistic skin treatments. The intimate, thoughtfully designed space (there is rose quartz placed below the white oak floorboards to impart good vibrations) is the passion project of longtime friends, freelance stylist Cindy DiPrima and Castor and Pollux designer Kerrilynn Pamer. “We’re an all-natural beauty store and site and so we don’t allow products with any synthetic ingredients, even the smallest amount,” says DiPrima. “We test everything for efficacy, but also scent, feel and how well a product absorbs. And of course great packaging helps.”

The chic duo’s commitment to naturals has quickly created a sort of clubhouse for like-minded notables with popular names such as Moonjuice founder Amanda Chantal Bacon and RMS creator Rose-Marie Swift already making appearances. Kristina Holey, a protégé of renowned French skin expert Joelle Ciocco, devised the spa treatment protocols which will include a signature facial, facial rejuvenation acupuncture, and prenatal massage. “CAP exists to give a home to all of the incredible natural brands that aren’t as easy to find,” says DiPrima.


Cindy DiPrima and Kerrilynn Pamer, founders of CAP Beauty. (Photo: Bradford Gregory)

Here the founders to share the current products they can’t do without:

Sun Potion, He Shou Wu ($55)Sun Potion is our line of Transformational Foods from Santa Barbara. They sell the absolute highest quality adaptogenic and dual-directional herbs and raw ingredients. We drink a lot of He Shou Wu at CAP Beauty. It’s amazing for hair, skin and nails as well as the nervous system, feminine energy and spirit. This is a truly beautifying food! – Pamer

Shamanuti Cream No. 1 ($46)There’s nothing like a good cream based moisturizer. The Shamanuti Cream No. 1 smells of roses and feels like silk, which comes as no surprise as both are hidden inside this jewel of a product. It has an amazing hand and wears incredibly well under my favorite W3LL PEOPLE foundation. It seems it’s called No.1 for a reason. - DiParma

In Fiore Lustra and Treate 4-2-4 ($70)The mastermind of In Fiore products, Julie Elliot, turned us on to the 4-2-4 method of cleansing. The technique was inspired by Japanese cleansing practices and involves 4 minutes of oil cleansing, 2 minutes of cream cleansing and 4 minutes of rinsing with hot and then cold water. It may seem labor intensive, but the results speak for themselves. Elliot’s incredible Lustra Cleansing Oil and Treate Gentle Cleansing Base work together so beautifully. It’s my favorite way to unwind after a long day. – Pamer

Sibu, Omega 7 Pure ($42)I have been starting my day with a shot of Omega 7 Pure. I love how invigorating the tart flavor is first thing in the morning. Omega 7 fatty acids are incredible for your health as they support a healthy weight and maximize cardiovascular health. Outer beauty is a reflection of inner health! – DiParma

Pai Hand Cream ($30) We just added Pai to the CAP Beauty line-up and this product is just stellar. My dry winter skin can’t get enough of this rich, nourishing and hydrating cream. The base of grapeseed, avocado and rosehip oils in combination with Shea Butter makes this cream a must have in these freezing conditions. – Pamer


Sun Potion Shea Butter ($25) I have been using this amazing Shea Butter as a moisturizing mask once a week. It is exceptionally soothing, feeds dry skin the moisture it craves and is perfect for the winter. Sun Potion sources the very best products in the world and this Shea Butter is no different. – DiParma

The Beauty Chef, GLOW ($60) This Australian brand’s bio-fermented superfood powders are packed with nourishing ingredients to give you the glow you crave. Glow acts as my daily probiotic and I have seen a noticeable difference in the quality my skin since I started incorporating it into my daily routine. – Pamer

Vintner’s Daughter Botanical Serum ($185) This is my favorite serum. I find myself coming back to it time and again. The 22 active ingredients hidden inside are bursting with anti-inflammatory phytonutrients, essential fatty acids and antioxidants. It’s perfect for anti-aging, hormonal acne and fighting free radical damage. - DiParma

Rahua Shampoo ($32) Rahua Shampoo is my hair’s best friend. It’s amazing on dry or damaged hair and filled with incredible ingredients from the Amazon. The heady Palo Santo scent is a favorite of mine. I won’t travel without Rahua by my side. - DiParma

CAP Beauty, 238 West 10th Street New York, New York 10013, 212-227-1088