NAT­U­RAL HABI­TAT

GREEN BEAUTY MECCA CREDO IS AT THE FORE­FRONT OF A MOVE­MENT—AND IT’S COM­ING TO BROOK­LYN. BY CHRISTINA CLEMENTE

Gotham - - Contents -

Green beauty mecca Credo is at the fore­front of a move­ment—and it’s com­ing to Brook­lyn.

Shashi Ba­tra, founder of the one-stop green beauty hub Credo, was not al­ways fo­cused on clean liv­ing, but when he moved to San Fran­cisco in the late 1990s as one of the found­ing mem­bers of Sephora USA, some­thing changed. “The move out West made me ap­pre­ci­ate the pro­found con­nec­tion we all have to the en­vi­ron­ment, and how beauty and healthy liv­ing can be com­pletely in­ter­de­pen­dent,” he says. At the time, the world of cos­met­ics was not ready for such a shift, ex­plains Ba­tra: “We could not find the brands that could give us a sig­nif­i­cant clean beauty plat­form, and the age of in­for­ma­tion was not preva­lent enough to jus­tify pur­su­ing it.”

Not so any­more. In 2015 Ba­tra launched Credo’s e-com­merce site with over 100 nat­u­ral beauty brands. Clearly onto some­thing, he quickly fol­lowed suit with brick-and-mor­tar shops in San Fran­cisco and New York’s Nolita, with a lo­ca­tion open­ing in Wil­liams­burg in March. With an in­ven­tory that in­cludes Tata Harper and the mar­itime-in­spired line Osea, Ba­tra says na­ture-conscious com­pa­nies dif­fer from those of the past be­cause they fo­cus on both clean in­gre­di­ents and beau­ti­ful pack­ag­ing. “We call this the ‘nat­u­rals 2.0 move­ment,’ and our goal is to give them a na­tional plat­form that is as au­then­tic and trans­par­ent as they are.” 99 N. Sixth St., Wil­liams­burg; cre­dobeauty.com

Beauty and brains: Shashi Ba­tra (ƢƧƬƞƬ), founder of eco­con­scious beauty bou­tique Credo (ƛƞƥƨư), says that the store’s more than 100 la­bels boast both stylish pack­ag­ing and safe in­gre­di­ents. ƚƛƨưƞ ƟƫƨƦ ƥƞɵƭ: Osea’s ocean cleanser ($44), ocean cleans­ing milk ($48), and ocean cleans­ing mudd ($44); color of­fer­ings from Antonym Cos­met­ics (start­ing at $38); and Co­covit’s co­conut oil ($25).

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