Natural, organic, vegan ... these terms are no longer reserved just for the grocery store. The beauty industry is going green, with an ever-increasing number of brands now offering products that tout clean, chemical-free formulas. Celebs are getting in on the action too, with stars like Lena Dunham and Nina Dobrev speaking out about their affinity for natural beauty products.
"Eating healthy has become top of mind for people, and now they're connecting the dots and realizing that conscientious consumption is both about what you put in your body and what you put on it," says Annie Jackson, Vice President of Merchandise & Planning at Credo, of this growing movement. "But you shouldn't have to sacrifice quality and efficacy just because you want clean beauty products," she adds. Enter Credo, a mecca for natural beauty lovers, offering a comprehensive collection of clean products from over 100 brands. Since there's so much green goodness to choose from, we asked Jackson -- who, by the way is a major #girlboss -- to share her 10 go-to products. (FYI, Credo has stores in New York, Los Angeles and San Francisco, but you can also shop everything on their website.) Whether you're already a green beauty queen, or just beginning to go more natural, Jackson's 10 faves are most definitely worth checking out.
"We're all loving this new concealer because, unlike some of the other concealers in the clean beauty space, this one has amazing staying power. It delivers high coverage but is still really hydrating."
"Marie Veronique collaborated with Kristina Holey, an amazing facialist, to create three skin-care products. This serum stands out because it's packed with niacinamide and is incredibly effective at fighting inflammation. It's also really hydrating and leaves your complexion nice and dewy."
"The tint is universally flattering, so you can use it whether your complexion is deep or fair. It has SPF too, and you can either wear it on its own, or over moisturizer if your skin is dry, like mine."
"This brand only carries lipsticks and they've really nailed the shades. There are eight, but this rosy hue is the runaway success. They're all matte, yet creamy, so the finish is soft and not flat."
