When the clean-beauty boutique Credo opened its flagship last summer on San Francisco’s Fillmore Street, complete with a jewel-box spa by Tata Harper, that eco-conscious community proved to be the perfect fit. “We live in our environment—we haven’t had plastic bags in this city for 10 years,” founder Shashi Batra tells me. As part of the team that launched Sephora in the U.S. in the late 1990s, he was an early proponent of natural personal care, long before there was an audience for it—or sophisticated-enough formulas to lure people away from conventional ones. “Nobody deliberately wants to live an unhealthy lifestyle, but in beauty we’ve always been compelled by emotion,” he explains of the universal desire to look and feel good. If a product falls short, he says, “it doesn’t matter how many trees it saves. That’s fundamentally the holy grail for us: You shouldn’t have to feel like you’re sacrificing anything.”
Credo is proof that times have changed—the handpicked inventory boasts more than 100 brands, including the Amazon rain forest–powered hair-care label Rahua, niche fragrance line MCMC, and newcomer Evelyn Iona Cosmetics—and just this week the company opened its first Manhattan location, on Soho’s Prince Street. To jump-start your first shopping spree, we’ve asked Batra to share six of his current favorites. Read on for his go-to summer-weight moisturizer, the best user-friendly natural deodorant, and the London-made body oil he nicks from his wife.
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