Don’t worry about the heat! Our Chili Shampoo contains the perfect amount of capsaicin extract to stay gentle on your scalp without any irritation. Packed with nourishing ingredients, it cleanses your hair softly while the chili extract strengthens your roots from within. Just rinse well with water after washing—it is completely safe and won’t cause any allergies, irritation, or stinging to your eyes.

Principle offers a wide variety of formulas, and every single one focuses on extreme gentleness. When choosing, try prioritizing your most critical and urgent hair or scalp concerns first. For instance, if severe hair loss is your biggest worry, you should choose a shampoo that directly targets and reduces hair fall first.

However, if you struggle with acne or dandruff and find yourself reacting negatively to almost every shampoo, you should first identify the root of your allergy. Consider whether your flaking skin is caused by a fragrance allergy or if it is chemical-induced dandruff. To ease your anxiety, opt for a formula that eliminates these triggers altogether—such as our Extra Mild Shampoo, which is 100% fragrance-free, allowing you to avoid the harsh chemicals often found in added scents.

Principle is a genuinely authentic Thai brand founded in 1998 by Ms. Khanittha Khobkhongsanti. It all began with her vision to create a personal care brand aimed at minimizing environmental damage. This led to the development of shampoo formulas that meet the strict criteria of the Green Label—a product standard regulated by the Thailand Environment Institute. Consequently, in 2001, Principle became the very first shampoo brand permitted to display the Green Label symbol on its products.

Principle products are available at leading supermarkets, though product availability may vary by location. To find the nearest branch carrying your desired item, please contact our admin team directly or check with the store before traveling. You can browse our products at TOPS, Gourmet Market, and Golden Place. For further assistance, please contact our Customer Relations department at 02-932-4848 or via LINE at @PRINCIPLEASIA.

Principle is a pioneer in environmental sustainability, embracing eco-friendly values long before it became a global trend. We are the first shampoo brand in Thailand to receive the Green Label certification. Along with our dedication to nature, we focus heavily on consumer safety. We select reliable ingredient suppliers globally who offer documented efficacy and testing, ensuring that our high-quality raw materials efficiently address various hair and scalp problems.

Every Principle formula is fully certified and properly registered with the Thai FDA (Food and Drug Administration, Ministry of Public Health). You can find the specific registration number printed on the back label of each product.

For Principle, ‘more’ does not mean ‘better.’ When crafting our shampoo formulas, we select only the most suitable herbs to target and resolve specific concerns. Herbal ingredients must be used with careful precision, and that is exactly the path we choose. We formulate our products to address scalp and hair problems appropriately, ensuring maximum safety and efficiency.

Principle is formulated with gentle ingredients and is entirely free from harsh or harmful chemicals. Because each of our product formulas features a unique blend of ingredients, we are here to help if you have known sensitivities to specific raw materials. Please feel free to reach out to us for detailed inquiries—our team is more than happy to provide tailored recommendations. For your utmost peace of mind, we also recommend consulting with your personal dermatologist.