Quietly opening on a sleepy street in Nolita, Credo’s arrival is a big step for the natural beauty retail scene in New York City.
Hailing from San Francisco, the e-commerce-turned-storefront brand’s mission is to bring natural beauty to the masses. The founder, Shashi Batra, was part of the core team that launched Sephora. He saw firsthand the pitfalls of organic and natural products – perishability, lack of branding, consumer disinterest – and spent many years preparing to launch a company that would successfully unite sustainable products with the conscious consumer.
Credo believes that “Knowledge is beautiful…It explains the difference between good chemicals and bad ones… And allows you to understand which brand is the best for you, as well as the earth. It lets you know your best self, inside and out.”
Peep their ‘Dirty Ingredients’ page for a running list of no-no ingredients, why they’re bad, and how they’re typically used in products we buy every single day. Credo approved brands include Tata Harper, Kahina Giving Beauty and Herbivore.
For the guys: check out their shaving, hair and face care. For the ladies: face & body, makeup. For the home: candles, teas and books.
Located at 9 Prince Street in Nolita and online at Credo Beauty.