Credo Beauty has finally hit New York! If you haven’t heard of it, well—now you have. It was founded in 2014 by beauty industry veterans Annie Jackson and Shashi Batra. Shashi was one of the founding team members that launched Sephora. Needless to say, he knows what he’s doing. Even 20 years ago Shashi was trying to push the trend of “organic” creams—but his attempts were ill met because consumers weren’t interested yet. His partner Annie comes from Benefit Cosmetics and Estée Lauder. Credo started as an e-commerce beauty website, then moved to brick and mortar with a flagship store in San Francisco, and now, finally, they’ve opened a store in Nolita—it’s a perfect fusion of Space NK and the Whole Foods Beauty section, plus so much more.
The emergence of green beauty is undeniable. According to this market research study, global demand for organic personal care products was $7.6 billion in 2012 and is projected to reach $13.2 billion by 2018. And while clearly a portion of those sales will occur online, there’s still something to be said about the process of discovery—perusing the shelves, feeling the heft of the bottles, admiring the design. Not only does Credo feature an excellently curated product selection, the retail experience is so enjoyable! (I don’t know about you, but shopping at a crowded Sephora gives me anxiety.) The amazing experience at Credo is due in part to the fact that each and every staff member at Credo is either a certified aesthetician or makeup artist, making truly knowledgeable about the product lines.
Charlotte’s book embraces green beauty, clinical beauty, and medical beauty—to put it simply, we just want what works. Credo fits that ethos, with a perfect balance of skincare, hair, makeup, nails, a baby section, and suncare, with a very large corner devoted to SunTegrity (more on that later).
I was lucky enough to hit up the opening of the store and spend time with many of the brand founders. Bravo to them for creating a store and a brand that I predict will be huge—below, some products and brands I’m most excited about.
1. SunTegrity Suncare, Natural Moisturizing Primer SPF 30, $45
Credo has an excellent commitment to suncare products, and I loved seeing a great selection of SunTegrity: normally you wouldn’t find these outside of a derm’s office, and it’s great to see a display full of the most important step you can take in skincare. This isn’t just SPF spiked with moisturizer or a BB cream—these are full coverage SPF products. If you’re new to the brand, try the sunscreen and face primer.
2. January Labs Restorative Mist, $24
I love this mist. The ingredient list is absolutely perfect (so simple), and includes aloe, witch hazel, sodium PCA, pro-vitamin B5, and Butcher’s Broom Root extract, among others. It’s a great hydrating, calming mist to use all day long.
3. Dr. Alkaitis Nourishing Treatment Oil, $90
Dr. Alkaitis is a results-oriented raw skincare line. I’m obsessed with this nourishing treatment oil, which combines the benefits of a super-powerful serum and a lightweight moisturizer. It’s a mix of jojoba, St. John’s Wort, rose hip seed oil, vitamin A, and other herbs, and can be used on your face, body, and hair for full body nourishment.
4. Plume: In-Store Only Or Directly From Plume!
Formerly known as NuvaLash, Lauren Bilon created Plume, a brow and lash enhancer, after suffering hair loss after pregnancy. She started using Latisse, but she suffered some side effects. So she worked to create this all natural lash enhancer. I use Latisse on my brows and I can say it works well for me, but it’s painfully expensive at about $175 for the tiniest little bottle (compared to Plume at $95 for a mascara tube full). Plume is also all natural and organic, a great added bonus. I spoke to several women at the event whose luscious lashes were the result of Plume, and I can’t wait to try it.
5. Red Flower, Various, $24-$86
If you’re into self care rituals, then you should be into Red Flower. We met Yael Alkalay of Red Flower at the Credo opening event and she exudes timeless organic luxury: she just might be my new Charlotte! (Sorry Anna.) The Red Flower candles are divine—they burn for 50 hours, are scented with pure flower essence, and come covered with flowers that can be emptied into a small dish to subtly scent a room or toss into a hot bath. Their body products have an extremely unique and powerful aromatherapy quality coupled with a very luxurious feeling. We can’t wait to try their new collagen serum, and phtyo cleanser + masque combo, and we’re basically already obsessed with their body rice buff.
6. Yuni, Various, $12-$25
For pre- and post-yoga skin and haircare, Yuni is the best (if you’re not into yoga, these products are amazing for any workout). Everything is non-toxic, plant-based, biodegradable, and compostable: that means these Instant Shower Sheets, which are perfect for a quick clean-up after working out, are completely guilt-free. The Aromatic Body Mist balances skin’s moisture after sweating it out and smells incredible—it’s made with geranium, bergamot, neroli and sage. And this Microveil Hair Treatment actually works with the heat your body produces during exercise to moisturize and strengthen your hair, using sustainably harvested kukui and argan oil. What?! Science.
We’re about what works, and this natural-meets-medical salmon egg enzyme skincare really works.
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