SHASHI BATRA, founder of the new natural beauty emporium Credo, was up a ladder taking a hands-on approach a couple of days before his first store finally opened on June 4. But he seemed happy to climb down for a few minutes to explain why he decided to locate his first shop at 2136 Fillmore.
“Look around,” he said. “In recent years five or six other beauty stores came to Fillmore — and none of those are natural. The whole category is unregulated, and much of it is harmful.”
Batra and his team helped build Sephora into an international juggernaut of traditional cosmetic brands and beauty supplies. Now, “with a much more conscientious attitude,” they hope to do the same for natural products.
“There’s a lot of natural out there,” he said, “but it’s not beautiful. We decided to create a new concept.”
Some day there may be hundreds of Credo shops.