PRNCPLS Spreads a Powerful and Positive Message, Through Toothpaste

WHO

Jessica Humphrey and Mike Constantiner, Founders

NYC/LA

Jess: My path in a very brief blurb: I grew up in Virginia Beach. I was a little skate rat who liked buying records and started drawing before I remember. I started working on design during my freshman year of high school in “technology” class. I learned how to design graphics on Quark Xpress mostly so I could screenprint knock-off t-shirts of old hardcore bands and lay out my zine “Cherry Smash Fanzine.”  I took photos of punk + indie bands while living in DC; spent some time in Boston. From there I lived in New York for 16 years where I worked as a Fashion Designer.



I make art and love to cook ultra healthy foods.  I am currently working on an organic garden! Yoga has been my grounding over the past twenty years. I am attempting to surf although I spend most of the time bailing. I split my time between LA and Malibu, so right now I am really into the architecture of LA and the nature here in the Santa Monica Mountains.  

photo: PRNCPLS

photo: PRNCPLS

Mike: I find inspiration all over the place, but the thing that probably pushes me the most is just the fact that we exist and get to experience life and all the craziness that comes with it. The gratefulness I feel from that is what inspires me to take advantage of opportunities that can have a positive impact on the world and make the most of our time here.

I live in NYC and most of my time these days is spent with my wife and 1.5 year old son. I also practice brazilian jiu jitsu and yoga. Both are fundamental in providing me the skills to grow as a person and navigate the journey we’re on.


WHAT

PRNCPLS takes a mundane daily task and turns into something that inspires. That is the essence of good design.  As Charles Eames said “Whoever said pleasure wasn’t functional.”

photo: PRNCPLS

photo: PRNCPLS

We saw an opportunity in oral care to create a line of products in a category that didn’t offer something that spoke to our values.

WHEN

Jess and I met because Jess had a clothing line called Victory Press that basically was my entire wardrobe for about 3 or 4 years. In 2016 we were both at a place in which we were trying to figure out what we wanted to do next. We got together and realized pretty quickly that we share very similar principles and our skill sets really complement each others.  We saw an opportunity in oral care to create a line of products in a category that didn’t offer something that spoke to our values.

photo: PRNCPLS

photo: PRNCPLS

WHY

PRNCPLS is unique because in the world of oral care, specifically, we try not to focus our messaging solely on the efficacy of our products (or how awesome it tastes!).  We believe that should be a given. Instead, we focus more on inspiring a positive lifestyle in hopes of improving the lives of our community.

photo: PRNCPLS

photo: PRNCPLS

photo: PRNCPLS

photo: PRNCPLS

FAVORITE

At the risk of sounding repetitive, it really is the idea that we have the opportunity to spread a powerful, positive message to the world via a tube of toothpaste.