Is Brooklyn Green Beauty’s New HQ?
San Francisco may have been the unofficial capital of all-natural living, but a spate of clean beauty brands is setting up Brooklyn to take the title.
If New York is the city that never sleeps, Brooklyn is the borough that gets its eight hours, followed by morning meditation and a tofu breakfast scramble. Ah, wellness: Although originally introduced in 1979, the term really picked up steam in the early aughts, and perhaps nowhere more readily than in Brooklyn. So it’s no wonder that increasingly more green beauty brands—the most recent industry to be hit with the organic, all-natural, Fair Trade trend—are setting up shop in the city’s most populated (and maybe its most forward-thinking) borough.
“California spearheaded that movement,” says Janna Felix, manager of Credo Brooklyn, the fourth outpost of the green beauty shop that opened in San Francisco in 2015. But New York is now marching in step. “Everyone is really in tune with their health in Brooklyn,” Felix says. “It’s here to stay.”
Jessica Richards, founder of seven-year-old clean-beauty boutique Shen Beauty, agrees: “People in California have always been more health-conscious, but New Yorkers get shit done.”
And get it done, they do. Brooklyn-based brands are making not only clean products, but effective, transparent, and beautifully-packaged ones, too. We talked to six Brooklyn-based founders about why the city is the perfect place for green beauty and how its culture influences their work.