Empowering Through Natural Skincare

After more than 20 years in the TV broadcasting industry, Canadian television personality, Dina Pugliese-Mirkovich has branched into the world of natural skincare. Her new line, The Care Principle, offers a four-piece collection that thoughtfully balances everyday simplicity with organic, plant-based ingredients. Trend Hunter had the opportunity to sit down with Pugliese-Mirkovich, to learn more about the challenges of entering the clean beauty market, finding inspiration, and what direction the clean beauty movement is taking.

Can you start by telling me a little bit about yourself and your journey to launching The Care Principle?

My longest job has been my current one, as TV host for Breakfast Television, CityTV in Toronto, Calgary and Vancouver. It has been a blessing and a joy to share mornings and laughter with our amazing viewers. I have been asked to rep many products along the way but didn’t want to do something just to do it. It had to be something that mattered to me. A few years ago, one family member after another fell ill, all in the prime of their lives, it left me feeling mad and sad and helpless. I started to take a deep dive look into what I put into my body and on my body to get some control back. That’s when The Care Principle was born. I wanted to create something that people could feel good about using, that was safe and non-toxic. A little bit of self-care every day without the worry. The name of the company came from the Golden Rule. To do unto others as you want done unto you. This was something I could feel good about making, using and sharing.

Can you describe your creative process? How do you keep yourself motivated, and how do you reset when facing a roadblock?

Vacation travel allows me to gear down and clear my mind from work stress and demands. I have come up with several creative ideas (from the color of our amber jars and gold logo, to new plant-based ingredients I want to explore) while exploring nature, marveling at ancient buildings, walking on sandy beaches or taking in something as simple as street lights reflecting on cobblestones at night. My husband is my rock. Whenever I think I’m too tired to keep going, he reminds me how far we have come in creating something we love and believe in so that others can reap the benefits of all-natural skincare too.

With so many new skincare brands emerging, how did you ensure The Care Principle was unique and innovative?

My main objective was to make sure this line was safe and effective and chock-full of premium plant-based ingredients at the most accessible price point. There are far too many skincare lines that are simply out of reach. I also wanted it made in Canada. It had to be vegan, cruelty-free and super quick and easy to use. A three-step program that would take a minute or two at the most.

Did you look at trends to inform your research when creating this line? If so, what trends inspired you?

Clean beauty can be seen as a growing trend and I couldn’t be more thrilled. It means more people are getting the message that every step made towards lessening the toxic load on our bodies can make a difference. I wanted women and men to feel good about what they were putting on their skin -- to absorb goodness and nothing but.

Where do you look to get inspired or to stay on top of current trends?

I am constantly inspired by our beautiful and precious planet. I grew up living with my Nonna where it was all about farm-to-table. Veggies grown in the backyard in the summer sustained us all year long through freezing and jarring and sauces. We used homemade lard soap for the laundry room, and coffee grinds to mix with plant soil. We grew up with an appreciation and connection to the land. So I wanted to make certain The Care Principle skincare line incorporated powerful plant and bark extracts, with packaging that is recyclable. We need to take better care of the planet, so it can continue to nourish us in a multitude of ways. Anyway that we can be mindful helps.

Most people are stubborn with their skincare routine. As a new brand, how did you manage to connect with consumers and convince them to trust your products?

I was truly shocked when we sold out of everything in the first couple of days. I wasn’t sure people would receive the message of the importance of natural skincare, let alone try it. I wasn’t certain that they would actually like it until wonderful reviews started pouring in on their own. Women were saying how thankful they were for it, how they can feel a difference in their naturally hydrated skin, how they love that it’s free of toxins, how they are in it for the long run and have decided to replace their older brands with The Care Principle because they love how it makes them feel. That they were pleased to see our ingredients list and how clean it was. It was incredibly powerful to see that people were ready to immerse themselves into the world of natural skincare, not just dip their toe. We are bombarded with heavy news about the environment and disease every day. We are all trying our best to take some control back in big ways and small.

The skincare industry is growing so rapidly. Do you have any predictions of the next 5-10 years in this industry?

I hope the clean beauty movement continues to grow as people demand it. In Canada, we have 600+ chemicals in cosmetics banned. In the U.S. it’s an abysmal 11+. While over in Europe, they have 1300+ chemicals banned in cosmetics. We have much work to do in removing harmful ingredients from cosmetics on store shelves and in our bathroom cabinets. Knowledge is power. And the more people know, they more they will demand change. Our bodies can absorb up to 60% of what we put on them. Our skin is our largest organ and a sponge at that. So we all need to be more aware of what goes onto it. On average, women leave the house with upwards to 126 cosmetic chemicals on their face, many of them harmful. It’s a cumulative toxic load they needn’t bare day after day, year after year. So I honestly believe (and hope) the clean beauty industry will only continue to grow.

What’s next for The Care Principle?

I have had countless women (and some men) write in asking for more products. The most common request being a facial cleanser, but they’re also requesting natural body lotion, a cosmetic line, toner, masks and exfoliators. I love it, it means they are embracing natural skincare and are committed to continuing to making changes to their lifestyle on their path to wellness. That being said, research and development takes time and I want to do it right, not rushed. This line took several years to make before I felt it was ready to share. I’m so excited to see where The Care Principle will go and how it grow and I thank everyone for coming on the journey with me.