New York Welcomes Its First Clean Beauty Boutique


As the wellness movement continues to gain momentum, we’re becoming more aware of the harmful ingredients that can be found close to home—as close as our own beauty cabinets. It seems like a small percentage of our routines is sulfate or paraben-free, but that is changing. More and more alternative solutions to unnecessarily toxic beauty products continue to hit the market. The only challenge is finding a way to bridge the gap between highly effective luxury products that are nicely packaged and those that are harmless and all-natural. Filling that niche is New York’s first “clean” luxury beauty boutique called Credo, which originated in San Francisco. It’s the brainchild of Shashi Batra, who held executive positions at Sephora, Estée Lauder, and Christian Dior Parfums. His first location on the East Coast comes as a great relief to the many who share our concerns that this kind of retail concept is long overdue.

Shopping at Credo is a breeze because Batra and vice president Annie Jackson do all of the legwork for you. Before a brand is placed at the store, they check each of its products against an extensive list of exacting background, ingredient, and efficacy standards. Brands cannot test on animals, include any of the 25 ingredients on the store’s blacklist (such as known hormone disruptors Bisphenol A and Ethanolamines, Toluene, which can cause birth defects, and proven carcinogens Methyl Cellosolve, Dioxane, and Benzophenone) and must use 100% sustainable materials for all of their packaging. You’ll find more well-known brands like Tata Harper, Rahua, Dr. Jackson’s, RMS, Kjaer Weis, and Ilia at Credo, and you’ll discover exciting new names in clean luxury, like Dr. Alkatis and Kahina. Non-toxic candles, deodorant, makeup brushes, and hair products are also on sale, making it a true one-stop shop for just about every beauty-related need.

Credo’s East Coast boutique is located in SoHo New York, but you can also visit for its full-range of products sold online.


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