Credo: Natural Beauty Boom
New naturals-only start-up Credo Beauty has launched its first physical store in San Francisco, tapping into the rise of natural beauty products and growing consumer consciousness around skin health and ethical beauty.
There’s a consciousness about what we put on our bodies now. It’s about what’s good for me, good for the planet, and valuing the work of an artisan.
Like its online presence, the Credo Beauty store hosts 75 artisan brands of natural, organic and non-toxic beauty products that also practice sustainable and ethical sourcing. From perfumes to haircare, the full range is free from an exhaustive list of harmful ingredients, including formaldehyde, parabens and animal fats.
The growth of this brand (further bricks-and-mortar locations are planned for the US) is indicative of a conscious era of beauty in which consumers value artisanship, the environment, and personal health.
“I really wanted to create a platform for this 2.0 natural beauty movement,” said founder and ex-Sephora founding member Shashi Batra in an interview with lifestyle publication Well + Good. “Of the 75 brands we carry at Credo, most of them didn’t exist five years ago. All of them have some raison d’etre – a passion that inspired the founders.”
The demand for naturals and organics will continue to grow. Currently, Asia accounts for more than 35% of the global natural and organic personal care market, with Japan being one of the major driving forces, according to industry site Cosmetics Design Asia.
For more, see Rethinking Beauty: Sustainable Futures, which details the growth of consumer interest in natural, ethical beauty, and how brands are innovating in this area.