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All-Natural, All the Time: Credo Beauty Is Coming to Fillmore

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This incoming beauty boutique will only offer natural skincare and makeup


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Whole Foods and Rainbow Grocery carry extensive selections of natural beauty products, but for people who prefer the Sephora-esque sensory overload of boutique shopping, there's Credo. The online beauty supply carries approximately 60 natural brands, including Vapour, Ilia, Tata Harper, One Love Organics, W3ll People, Kypris, Lily Lolo, Coola, RGB, Acure, Juara, RMS Beauty, Intelligent Nutrients and Whish Body.

In May, Credo is venturing beyond the Internet to the real world, Women's Wear Daily reports. The San Francisco-based brand is opening its first brick-and-mortar store on Fillmore Street. Located in the former Jurlique space at 2136 Fillmore, Credo will stock 100 brands and offer a "healthy swaps" feature to recommend all-natural replacements to shoppers looking to make the switch from traditional cosmetics.

Credo founder Shashi Batra tells WWD, "We are looking for it to be a destination where people can go to look and feel beautiful. It will curate natural brands that are beautiful, safe and effective. It is nothing more than what the natural food markets have done for grocery shopping, except in beauty."

The best natural beauty products in one of the busiest shopping districts in the city? Credo sounds like a winner.


2136 Fillmore Street, San Francisco, CA 94115, USA