When the clean-beauty boutique Credo opened its flagship store in San Francisco in 2015, every green beauty lover breathed a massive sigh of relief. Finally, there was a perfectly curated mecca of holistic beauty and health tools that was savvy, unique, and fun. Founder Shashi Batra (who launched Sephora in the U.S. in the late 1990s) was an early proponent of natural personal care long before there was an audience for it—or sophisticated-enough formulas to lure us away from conventional ones. Flash-forward to 2017, and Credo's brand spanking new outpost (in Williamsburg, Brooklyn, no less) is overwhelming proof that the beauty landscape has drastically changed—a cherry-pick of more than 105 brands green brands, including the Amazon rain forest–powered hair-care label Rahua, niche toothpaste line Davids, and newcomer, shea butter company Eu'Genia.
If anyone knows how you start your morning can set the tone for your entire day, it's Credo. The difference between a super-productive workday and a painfully sluggish one is a game-changer. So mbg asked five beauty entrepreneurs we admire (and whose products also happen to be stocked at Credo) what they do first thing to take on the day...watch and learn ladies!