Pret-a-Reporter

Clean Beauty Emporium Credo Opening First Los Angeles Store

Courtesy of Credo

Fewer harmful ingredients, more feel-good products.

The category of clean beauty, meaning products that purport to be free of harmful ingredients, has gone from niche to mass in no time. And Credo, the Bay Area-based retailer that opened its first store on San Francisco's Fillmore Street in 2015, has managed to harness the momentum of the movement and make shopping for and learning about clean beauty products simple, chic and accessible.

With the retailer's third store opening Feb. 1 on Los Angeles' buzzy Third Street near Joan’s On Third, Le Labo and Kreation Organic, Credo is continuing to bring cleaner beauty options to stylish shopping thoroughfares -- a strategy, says Annie Jackson, Credo’s vice president of merchandising and planning, that allows the store to capture fashion-conscious shoppers and offer them better products.

"Women are coming into the store in these beautiful shopping areas and they want the same experience, but without harmful ingredients," says Jackson, who opened the second Credo store last year in Manhattan's NoLIta neighborhood. "We’re trying to offer the same sophistication and branding but with all clean products."

One foot into a Credo store and the concept of high-end meets clean beauty becomes pretty clear. It is light, airy and feels like a boutique where you might pick up a pricey designer outfit. Shelves are filled with brands that have become well known in the beauty space, from Tata Harper, Juice Beauty and RMS to smaller labels like One Love Organics and Skin Owl.

The new L.A. location will open with three brands new to Credo, including Alima Pure, a makeup line that uses no synthetic dyes and includes a wide range of shades from lightest to deepest; Goldfadden MD skincare, developed by a dermatologist who takes a hard stance on using natural ingredients; and Susanne Kaufmann skincare, a luxury line with natural anti-aging properties.

Also in the store is a Tata Harper Spa, plus a beauty bar with waxing, brow services, a braid bar and makeup application services. Personal appearances by brand founders and wellness clinics will also be offered.

"This is the way people are leading their life now," says Jackson of the intersection of wellness and consumerism. "They want to use a product that’s effective for making skin look great but good for overall health, sustainability and a cleaner environment."

And for those who still find the task of switching to clean beauty products daunting, Credo has a Clean Beauty Swaps program on its website that lists popular conventional beauty items with clean alternatives beside them. It sure beats reading all those wordy product labels.

Credo, 8327 W. 3rd Street, Los Angeles, credobeauty.com.

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