If ever there was a store that satisfied both high-end skin care mavens and health-hunters searching for sustainable—not to mention pretty—products, that shop would be Credo.

Credo, which means belief in Latin, is the all-green beauty brainchild of merchandizing guru Shashi Batra, who is the company’s founder and CEO.

In June 2015, Credo unveiled its primary shop in San Francisco, where the brand’s headquarters reside only blocks away with a mere five employees. On May 11, their second shop opened on 9 Prince Street in Manhattan, which stocks about 100 brands. There’s also an e-commerce site with about 100-plus brands represented.

For those who don’t know, Shashi is a beauty retailing veteran. In 1997 he was recruited by Sephora, a then unknown company, to spearhead their merchandising division. Following much success there, Shashi joined Victoria’s Secret where he developed their Pink organic line—complete with recyclable packaging. Unfortunately, “they wanted push up bras and leopard skin prints,” he admitted. “It was the right thing, wrong audience.”

The same can’t be said now. Credo truly has something for everyone with one of the most comprehensive clean-beauty assortments with products curated from around the world. Annie Jackson, another Sephora superstar, is Vice President of Merchandising and Planning.

“Two decades ago there was a need for something between a department store and drug store for people to experience and find brands that were not around. Department stores were somewhat intimidating to a younger generation, and the drug store was one of convenience,” he said. “At that time, the specialty store didn’t exist. Fast forward two decades and there is a movement of conscientious consumption.”

From mists to moisturizers, serums to sunscreens, cleansers to creams, all are found on Credo’s website, credobeauty.com, or in-store. There’s also self tanners, travel and trial size items, nail polish removers, tinted lip balms, shampoos, men’s products, beauty accessories, foundations, primers, luminizers and more.

“Credo is luxury and convenience while offering an environmental solution,” he said. “We wanted a company with a purpose while changing they way people think about what they are putting on their body.”

From beauty icons such as Tata Harper, to celebrities such as Gwyneth Paltrow for Juice Beauty, to lesser-known brands such as Ilia, Evelyn Iona and W3ll People, all can be found there.

“Every company starts with one product,” said Rick Martin, co-founder of Zyderma, a brand carried by Credo. “We have the same core values; transparency, green, clean products and education.So really, we’re a perfect fit.”

Credo’s cult following, high credibility and the fact that the company is being led by innovators such as Shashi and Annie were the points that attracted Rick to come on board.

“They’re well-known in the industry and have a true growth strategy. They’re opening multiple stores, and they are going to make a difference,” Rick said. “This industry is lacking white knights and champions of the green community. You’re going to see true growth in next few years as green becomes mainstream.”

For a brand to be considered a seat at the all-green table, they have to pass “the dirty list,” which is compiled of more than 20 ingredients and chemicals that must be missing from any product – think animal fats, certain oils and musks, benzalkonium chloride, mercury and resorcinol. Credo’s website also offers explanations as to why each banned ingredient shouldn’t be present.

“There are many positives for independent brands to being in a store like this, as finding places to distribute green beauty across the country is a real challenge. There are sourcing and production challenges that make it hard to launch into a Sephora,” said Leilah Mundt, founder and CEO of Crème Collective, a company that represents beauty brands, five of which are sold at Credo.

Lisa added that Credo differs greatly from big retailers, who might not understand the green beauty space.

“Traditional beauty stores feel like an extension of the beauty counter at a department store, so there are similar brands that are performance or artistry based, and no one is particularly concerned with the ingredients or preservatives that go into the products,” she said. “On the other side of the spectrum, Whole Foods has a very farm-to-face feel. Products they carry might not be elegant formulations. They might have great ingredients but they’re very raw. They may not have been put into high performance formulas. The packaging might need some work. Credo is unique because they’ve curated these brands that are elevated, feel high fashion, feel forward and clean.”

She went on to explain the Credo customer.

“She’s a different consumer. She’s educated, a mother or about to become one because that’s the time in a woman’s life when she’s concerned with what she’s putting on or in her body,” she added. “And they shop at farmer’s markets and Whole Foods. With Credo my brands have a home now, which has been really great.”

According to Shashi there will be no advertising since they’re a start-up, but will rely heavily on social media.

“Here’s an original thought,” he said.“Stop spinning and just tell it like it is. We don’t need to have ‘Hope in a Jar’ and it will change your life. We don’t need to hire Julia Roberts or Kiera Knightley. The founders of these brands need to tell their story. We at Credo are a place where that exists.”