It is a fact: people are more concerned about a healthy lifestyle. Have you noticed how the number of restaurants with more natural proposals has grown in recent times? And the supply of organic products in supermarkets? The concern about having a healthier life also involves care for the environment where we live. All this movement is reflected in several segments – including cosmetics. The number of natural / organic / vegan brands increased in recent years in a considerable way. The market grew and special stores are booming – two weeks ago, Credo Beauty opened its first location in New York.
The Credo Beauty is based on “clean beauty”: change the way people think about the ingredients and products that they put on their bodies. The store only offers cosmetics that do not contain any ingredients from a “dirty” list of prohibited ingredients. The list banes 23 groups of ingredients, including animal oils, parabens, toluene and formaldehyde – you can check out the complete list here. Credo Beauty works with more than 90 brands in categories such as skin care, body care, hair, nail polish, makeup. The founder of Credo Beauty, Shashi Batra, has worked at Sephora. He mentions that while Europe has banned 1400 ingredients in cosmetics, the United States only prohibits 11.
The diversity of products and brands is huge – I had no idea that there were so many brands with this natural footprint in the world. There are global and local brands, some with personal stories behind – like Suntegrity Skincare, a line of plant-based sunscreens, which was created after the mother of its founder died of skin cancer; SW Basics of Brooklyn, a brand of sustainable natural cosmetics here in New York that has a complete line of skin care; African Botanics, a luxury brand whose roots in South Africa and the passion for nature in Africa inspired its founders; Jillian Dempsey, namesake brand of the famous artist makeup that works with Hollywood celebrities and has developed a makeup line with naturally derived ingredients and Ilia, a prestigious line of natural and organic cosmetics whose products are made with up to 85% certified ingredients that nourish and repair the skin. And all this just to name some brands! Kristin Scaturro, the store manager I talked to, confessed that she could spend hours talking about each brand and each product and how they are effective and wonderful. I could notice the care about the curation of the items that are sold in the store.
As the mix of brands is extensive – it’s no wonder why the store has been called a Sephora-of-natural-beauty – is difficult to make a selection. But I choose some brands that I think it worths to keep an eye, just to know where to start – because everything in the store draws attention!
Juice Beauty – Based in Northern California, Juice Beauty believes that caring for your skin should not prevent caring for your health or for the planet. The highlight is the new PHYTO-PIGMENTS™ Makeup Collection, with vibrant plant-derived phyto-pigments, under Gwyneth Paltrow’s creative leadership.
Ecobrow – this brand was founded by Marco Ochoa, who has 11 years in brow expertise and celebrity makeup. When Marco began work on his own line, he knew he had to arrive at a universal product that matched every skin tone, stayed true to his philosophy of responsible, eco-conscious beauty and lived up to the standards of the best makeup artists in the world. The result is the EcoBrow Defining Wax, Marco’s own mineral-based, smudge-proof, paraben-free brow line.
Herbivore Botanicals – Founded in 2011, Herbivore Botanicals brings you products that are safe, non-toxic, and highly effective. Every ingredient is there for a specific therapeutic reason. They don’t use fillers of any kind, meaning that almost every ingredient in the products is an “active” ingredient. This results in pure, highly concentrated, and effective formulas that are a rarity in the skincare and cosmetics world today.
Meow Meow Tweet – Meow Meow Tweet is a small batch natural apothecary based in Brooklyn, NY. Each product concoction is carefully mixed by hand to produce the perfect aroma and healthful benefits, resulting in uniquely therapeutic and aromatic products. The highlight are the natural deodorants, ideal for those with sensitive skin.
Tata Harper – founded by Tata Harper, the brand was created with the essential idea that people no longer have to sacrifice their health to look and feel beautiful. Handmade in Vermont, Tata Harper’s 100% natural & nontoxic products are developed using the world’s most advanced results-driven technology to nourish the skin and fight the signs of aging while promoting overall health, wellness, beauty and vitality.
Intelligent Nutrients – Intelligent Nutrients was founded by Aveda creator and “the father of safe cosmetics” Horst Rechelbacher to change beauty as usual. This vanguard certified organic brand delivers performance and pleasure with hair, skin, body, aroma and other lifestyle products.
Did you like this post? Credo Beauty is located at 9 Prince Street – and this is its second location – the first one opened in June 2015 in San Francisco. You can have a better idea about brands and products visiting the website.
Laura Peruchi is a Brazilian blogger, author, and entrepreneur. She has lived in Manhattan with her husband since 2014. Since then, she has shared on her blog varied content about the Big Apple. From travel tips, including unusual things to do, shopping tips, etiquette, restaurants, and a lot more, her blog has become a reference in Portuguese (also available in English) for anyone planning a trip to New York City.