This Is The Natural Girl’s New Beauty Mecca

When you think of a beauty mecca, is it rows upon rows of trusty products you envision? Does your heart lurch to try every last thing in the store? This is what we experience when we enter Credo, a San Francisco-based company focused on curating the best of clean beauty, carefully selecting brands and products that are sourced ethically, formulated with healthy ingredients and promise actual results. With locations in SF and New York (as well as a fully stocked website), Credo elevates the natural beauty experience with sophisticated storefronts, beautiful packaging and knowledgeable staff—just the right amount of gloss without seeming intimidating or out-of-touch. As we think it’ll be the next big thing in beauty (thanks in part to an industry-wide shift towards more conscious consumption), we tapped Credo’s founder Shashi Batra for a crash course on what makes the store so special.

What was the impetus for Credo?

Credo's NYC storefront. Photo: Courtesy

"We set out to create Credo because we saw no place where this emerging group of beautiful brands (we identified over 100 of them), could find a place to present themselves in an environment where there was expertise, elegance and beauty. Our mission is to change the way people think about what they put on their bodies. We do this by providing a destination that has the most comprehensive collection of beautiful, effective and safe beauty brands and products in the world."

How do you vet products for the store?

The makeup offerings at Credo's NYC location. Photo: Courtesy

"We start with our Dirty Ingredient list. Every brand we consider must not have any of the ingredients on that list. From there we evaluate the formula—efficacy, texture and scent—the packaging and the overall raison d'être. As merchants we also try to understand its fit within the assortment we already have to make sure we are filling the gaps and not overwhelming the customer with too many choices. We also consider price points, as we want to carry easily accessible options for our customers."

Why are consumers getting more interested in clean beauty?

"It’s happening for many reasons. One is the wealth of information that's out there empowers people to know what they are consuming. Another is the existence of similar parallels in consumer categories where sustainability, ethical sourcing, environmental impact and health are already key factors in decision-making, food being one obvious example. Furthermore, the overall shift to conscientious consumption and a healthy lifestyle innate to millennials [are influential factors]."

Which brands are innovating in the natural beauty space?

Goop by Juice Beauty at Credo. Photo: Courtesy

"Kjaer Weis, African Botanics, De Mamiel, Plume Science, Suntegrity, RMS, Pai, Marie Veronique, Lake and Skye, Reverie, Tata Harper and Goop by Juice Beauty."

What would be your recommended natural beauty "starter kit"?

  • Pai Camellia & Rose Hydrating Cleanser – "A great cleanser for day or night that is very gentle but effective at removing makeup. This alcohol-free cleanser will leave your skin feeling moisturized and is great for all skin types, especially those with sensitive skin."
  • January Labs Restorative Tonic Mist – "This toner is amazing for reducing redness and preventing breakouts. It’s healing, soothing and moisturizing."
  • Maya Chia Super Couple Ultra Luxe Serum – "This serum does not mess around—not only does it prevent wrinkles, it also brightens skin, is super moisturizing and helps fight against free-radical damage."
  • Trilogy Vital Moisturizing Cream – "A moisturizer great for all skin types that delivers hydration and UV protection."

Shop The Starter Kit