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SOCIAL STUDIES : Kerrilynn Pamer // CEO CAP Beauty

A few years ago, my good friend Jaime took me to the most magical shop in the village in NYC.  She knew I was exploring more clean beauty in my life and knew this would be the most special place for me to come see on my next visit from LA.  She was correct.  During this time, there were very few non-toxic, clean beauty stores around.  This one was the most unique of all.  Tiny, cozy, but extremely meticulous in Its aesthetic and it's selection.  I hadn't quite launched NOTO yet, but was in the works of It, praying that one day my products would grace their shelves.  Cut to years later, and almost the full collection is sold at CAP beauty.  The co-master brains behind this highly respected store is none other than Kerrilynn Pamer.  Innovator, dreamer, and fellow kitchen witch.  It's only taken me about 4 years to formally meet this wonderful human, with whom over the years I've fallen under the social media spell of thinking I knew her so well!  However, when I we finally meet in person, It truly felt like an old friend.  I am so grateful for the community Kerrilynn has created with CAP and for her unique vision on sharing the story of plants, herbs, and those who work with them. 


Who are you?
Kerrilynn Pamer, CEO and Co-Founder of CAP Beauty. Lover of animals, plants and space.

Why do you make your work?
I believe deeply in the power of plants and want to share that power with as many as possible. I also believe deeply in the power of touch, and want to share that with as many as possible. Hence me starting CAP Beauty, a place to discover and luxuriate in both.

What do you believe in?
The natural world.

Name one thing you say no to?
Gluten, I have celiac.

And one thing you say yes to?

What change would you like to see?
More conscious decisions, less stuff for the sake of stuff and thoughtful connection to our objects.

Name one thing that makes you happy? 
Daily movement (right now in the form of dance), this is something that I have been exploring recently, and I think might just be the key to my happiness. 

If you have used NOTO before, what is your favorite product and why?
I love the ROOTED Oil, the scent is intoxicating while also being grounding. 

How would you describe your personal routine ?
I’ve become simpler in all that I do as of late, so have removed the absolute necessity of HAVING to do something. That being said, when I’m doing Kundalini daily, eating well, meditating and connecting with my husband, animals and friends I feel pretty good.

What did you want to be as a child?
A veterinarian or an architect.

Can you remember one solid piece of advice you've gotten for the growth of your work?
Stay the course. Do the work. Believe in the process.

If you could collaborate with anyone, who would it be?
Oh wow, what a question. I think it would be beyond amazing to work with Jane Goodall.

Who is one person in culture that you feel is making positive and inspiring change ?
Greta Thunberg.  




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