Thinking, Naturally with founder Kerrilynn Pamer | an interview

On her relationship with nature, the role of beauty, must-haves, and magic wand wishes

I first met Kerrilynn in 2018. As I recall it, she found me by asking around the natural health community for an herbalist to provide services at the CAP Beauty spa and shop, then in the West Village. I’d already been a longtime admirer of their work—CAP was one of the first businesses in “wellness” that presented the material absolutely elegantly. Before content was a tired word, their content was the best in the business—thanks to the founders’ eyes, and the photography of KL’s partner, which still frequents my mood boards. For visionaries that I admired to approach me, via the good words of many references, was an enormous compliment at the time. It was a moment I’ll never forget—of my having quietly and diligently planted countless seeds in the earliest days of business-building (and, more importantly, reputation establishment) and their coming to fruition in a partnership that has lasted since.

Kerrilynn’s leadership of CAP Beauty through the evolutions and revolutions of market swings, a pandemic, a physical location and now a delightful digital destination—all with an unwavering commitment to the power of beauty—is as admirable and inspiring as ever. Most of all, I respect how integrous, how deep, how much really grounded meaning KL and CAP Beauty provide within a category that can easily be simply superficial. If you don’t yet know and love this human, I invite you to do so now.

Warmly,

Rachelle

•°. *࿐•°.

Meet Kerrilynn Pamer

Kerrilynn Pamer is the founder and CEO of CAP Beauty. With a lifelong interest in beauty and what it means, she spends her days thinking about how to add more of it to her life and others.

Find more from Kerrilynn @kerrilynnpamer, @capbeautydaily and capbeauty.com.