Healthy Beauty = Happy Beauty: A Shopping Experience with Credo Beauty

by Esther

When I moved to San Francisco from Boston, there were a few things at the top of my list that I needed to do: 1) Find a place to live, and 2) shop at Credo Beauty.

At bonJOY, we love introducing you to exciting products, organizations, and businesses who are not only committed to great products and innovation, but who are also committed to social causes, particularly those that benefit women. On top of that, we care about holistic health and products that promote taking care of your body and knowing what you’re purchasing. Through Lipstick Angels, Credo Beauty helps bring dignity and hope to women in hospital settings – a prime example of a beauty company doing this right.

A few days before we started the journey to San Francisco, I was digging through Credo Beauty online, inevitably falling in love with them, and then happily learned that they had just opened their first brick-and-mortar store in San Francisco. I will admit, I couldn’t help but think, “YES! I’m meant to move to San Francisco!” Beauty products are a powerful thing sometimes.

My first visit to the store was just what I had imagined it would be: a calm, inviting atmosphere, deliciously smelling, and displaying hundreds of pure natural beauty products to try. Why can’t every shopping experience be like this?

I recently met with Credo Beauty’s Vice President of Merchandising and Planning, Annie Jackson, who walked me through the store and gave me the scoop on the lifeblood of Credo Beauty and what makes it truly a beautiful concept.

[As a brief bit of history, Shashi Batra is the founder of Credo Beauty (he was also part of the original leadership team that introduced Sephora in the U.S.). Just a year and a half ago, he collaborated with a team who envisioned a beauty store where all the products were safe, sustainable, ethically sourced, and produced results.]

Credo Beauty’s slogan is: “Totally natural. Super good. Absolutely beautiful.” Their goal is to showcase beauty products that are the best of the best in the healthy, wholesome cosmetics arena. All products featured are made with 100% pure and natural healthy ingredients.

More than 70 brands are currently being featured by Credo Beauty, online and in-store. These are brands created by a diverse range of people, including mothers who wanted to create safe beauty products, and professionals who have left jobs with cosmetics companies to start something new. The Credo Beauty team thoroughly tests and studies all the products before making them available for sale. If a product has an ingredient that has been proven to be toxic or the jury is still out on deciding if it is toxic, it is not sold by Credo Beauty. As a health-conscious beauty fanatic, I was assured that any product I bought would be good for me and my skin.

Annie highlighted a few of her personal favorite products as well as some customer favorites:

Dr. Jackson Coconut Melt
Sans Hair Wash
Tata Harper Resurfacing Mask
Aquareveal Water Peel
Kjaer Weis Eye Shadow in Wisdom
W3ll People Expressionist Mascara
Lily Lolo Lip Gloss in Scandalous
Vapour Aura Multi Use Blush
Ilia Tinted Moisturizer with SPF 20
RMS Living Illuminizer

Credo Beauty has a solid relationship with all their brands’ founders and together they have planned some exciting in-store events coming up. Follow the store and join the mailing list to get all the juicy updates and announcements for events!

The #joyculture Factor :: Transparency

Like the passionate creators behind our cherished brands,
we are always transparent about what we sell and what we stand for.
This starts with vowing to never carry products with known harmful ingredients
or animal byproducts. (Isn’t integrity a beautiful thing?)

— The Credo Beauty Team

The girls at the store were not shy about explaining what ingredients were in the products I had in my hand. I was impressed with how much product knowledge they had… and they have over 70 brands to keep track of!

Additionally, 1% of every online or in-store purchase is reinvested back to Lipstick Angels, an organization bringing joy to seriously ill patients and providing custom beauty services to their bedside with compassion and restoration of dignity.

Lastly, I really appreciated that most of the products were price-stickered. I feel this makes the shopping experience more pleasant for everyone – on the customer side, you don’t have to keep asking the staff about prices; and on the staff side (I’ve been on that side before, too), you can focus on serving customers by talking about the product and providing education. The price sticker also adds to the accessibility of these products: I can easily look at the stickers of the products filling up my hands and add up what I would be spending so that I can make sure I don’t go over my budget.

As I said goodbye and left with a happy little bag full of good stuff, I felt confident in my purchases and assured that part of my total purchase was going back to an organization serving women. This is what a perfect shopping experience feels like. For a list of goodies I went home with, see below!

Credo Beauty has hopes to start building another brick-and-mortar store in the near future. With the success and following they have attained so far, it won’t be too long before we see them open their first sister store!

Well done, Credo Beauty. I’ll be seeing you again soon for sure!

Goodies Purchased:

W3LL People Expressionist Mascara, Travel Size :: $12.50, Easily one of the best mascaras I’ve ever used. It applies so easily and within just a few seconds the length of my lashes almost doubled. This is a dream if you have short stumpy lashes like me! Love this one.

Vapour Mesmerize Eyeliner in Ink :: $20, This is a velvety smooth black pencil liner that also comes with a blending tool to get that smokey eye effect. My recommendation is to do a small stroke of eyeliner on your inner arm first to even out the line (if you’ve just opened the container or haven’t used it in a while) then apply it just underneath the waterline of your eyes. Plum and brown are the other shades available.

Lily Lolo Lipstick in Desire :: $18, I have not used this baby yet but definitely plan on applying it on models for some upcoming photo shoots. It’s a deliciously rich red shade!

Meow Meow Tweet Baking Soda Free Deodorant with Grapefruit :: $14, I had never tried a cream deodorant before, so I honestly wasn’t sure about this one at first. But once I opened the cute little jar and breathed in that fresh grapefruit scent, I was in heaven and instantly invigorated. A little less-than-pea sized amount for each underarm was perfect for me and I lasted the whole day sweat-free!

Kahina Giving Beauty Argan Oil, 30mL :: $36, This oil is great for both skin and hair. As I approach my 30s (yikes), I’ve been noticing a change in my hair… it’s getting coarser and more brittle, and maybe even a little dry. This enriching oil is bringing my hair back to life and restoring a healthy shine. Love!