Life has never been easy for cream puffs. They don’t win beauty pageants. Can’t rock miniskirts or midriffs. And they always get picked last for kickball.

But the tide may be turning, thanks to Beard Papa: The makers of the Japanese cream puffs with a cult following have finally opened their doors on Yerba Buena Lane.

Genius bakers back in Japan developed and patented a recipe that elevates the puff to a new level of maddening deliciousness. Two layers compose the pastry shell: a crispy, pie-crusty exterior and a light, tender interior of classic choux. The method is top-secret, and after one bite of airy whipped cream mixed with silky vanilla bean custard, you won’t wonder why.

To ensure absolute freshness, they fill your cream puffs with the sinful custard, prepared on the premises, only after you order them. If you’re not feeling vanilla, a second flavor is in weekly rotation. (Note: Green tea is divine.)

They may not do much for your svelte figure.

But that whole look is going out of style, anyway.

Beard Papa, 99 Yerba Buena Lane, on Mission Street, between 3rd and 4th Streets (415-978-9972 or beardpapasf.com).