Founding member of Sephora USA team debuts new start-up beauty apothecary

SAN FRANCISCO — There’s a new kid on the virtual beauty block. Welcome Credo, a modern, digital beauty apothecary start-up based in San Francisco.



Created by a founding member of the Sephora USA team, Credo focuses on natural beauty as an essential, not an alternative, and aims to change the way people think about the ingredients and products they use by providing beautiful, effective and natural beauty products across skin care, makeup, fragrance, bath and body and hair.



All the brands at Credo must be effective, feel good and look good in beautiful packaging. They also must be free of harmful toxins in the form of artificial preservatives and synthetic fragrance.



"Our mission is to provide a beautiful venue that can be the destination to educating and helping people look and feel their best," said Shashi Batra, founder and CEO of Credo. "We have assembled a unique collection of brands that combine beautiful packaging and natural ingredients that come together to deliver a luxurious, effective and safe experience."



From the artisan workshops in Credo's hometown of San Francisco to the farms of New Zealand, the team at Credo has searched near and far to curate a lineup of artisan brands including 21 Drops, Acure, Aloree, Antonym Cosmetics, Armour Beauty, Blithe & Bonny, Buddha Nose and California Naturel.