Credo Beauty Targeting Natural Beauty Segment

The natural beauty segment is getting a retail concept of its very own. The brainchild of Shashi Batra, the former president of Victoria’s Secret Beauty and N.V. Perricone MD who helped establish Sephora in the U.S., Credo Beauty is being designed to provide an alternative to natural grocers and conventional stores for shoppers seeking natural beauty brands. Already launched online, it is scheduled to enter brick-and-mortar retail in May with a 1,300-square-foot store on San Francisco’s Fillmore Street. “At least for the last 40 or 50 years, we have divided the beauty space into natural and everything else. The primary channel for natural beauty is the natural food market by far,” Batra said. “We are going to differentiate ourselves with merchandise, education and the physical environment, and create a specialty beauty destination. 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.” Batra is diving into the natural beauty segment at a time when consumers are increasingly interested in making healthier choices. Globally, natural personal-care sales

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