Natural beauty grows in Brooklyn.
Credo Beauty has set up shop at 99 North 6th Street, a few short blocks from the bustling Bedford Avenue subway stop and retail corridor in the Williamsburg section of Brooklyn.
The brainchild of Sephora veteran Shashi Batra, the San Francisco-based natural beauty emporium offers clean alternatives to conventional products. Williamsburg is its fourth brick-and-mortar location, following San Francisco, Los Angeles and Manhattan’s NoLIta. At 900 square feet, the size of the Williamsburg store is in line with other Credo outposts, which range from 900 to 1,200 square feet.
The new store will carry the same brand assortment — totaling about 105 — as the other locations, said Annie Jackson, vice president of merchandising and planning. Brands at Credo run the gamut from prestige to mass in price, including Tata Harper, Indie Lee, Susanne Kaufmann, Juice Beauty, One Love Organics, Pai, Ellis Brooklyn, Tony & Tina Healing Vibrations, RMS Beauty, W3ll People, Alima Pure and Acure.
Credo carries products across the skin, hair, makeup, body, fragrance, sun and wellness categories, but Jackson said she expects skin care to perform particularly well in Williamsburg.
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“This is a very dialed-in customer — super conscientious about what they’re buying,” Jackson said. “And the skin care that we have is ingredients that are feeding your skin. It’s very in tune with the Brooklyn lifestyle.”
New brands launching in tandem with the new store are Mother Dirt, a skin-care line containing probiotics; Violets are Blue, a non-toxic skin and body brand, and Abhati Suisse, a skin-care line made with Himalayan and Swiss-sourced botanicals — a percentage of profits from each product sold goes to educating girls in India.
Social consciousness is increasingly intertwined with natural beauty, Jackson said. “What we’ve learned about our customer is that the founder behind the brand, the social missions and the way they’re running the business [matters] — it’s not just about the brands and the products, there’s a definite intellectual side to all of this that’s growing.”
Credo would not disclose financial information, but industry sources estimate the Williamsburg store will generate about the same amount of sales as the San Francisco location.