Hojicha

CAP Beauty was born from a personal healing journey and a belief in the transformative power of plants. Founded after a celiac diagnosis sparked a deeper exploration of wellness, the brand emerged from the realization that high-quality botanical formulations could nourish the skin while supporting the whole self. Since opening its West Village flagship in 2015, CAP has remained rooted in a clear vision: to create and share beauty through education, intention, and plant-based efficacy. Guided by the CAP Standard, the brand focuses not only on what’s excluded, but on what’s thoughtfully included—formulating shelf-stable, safely preserved products that address mind, body, and spirit, and invite a more harmonious relationship with skin.