Following Goop’s lead, Credo Beauty adds to its offerings with its first house brand clean beauty label, Credo Skincare.
Credo Beauty, long the go-to resource for clean skincare and beauty products online and through its 15 retail locations, has debuted its first house label range, Credo Skincare. With customer feedback guiding its development, Credo says it’s poised to meet the demand for clinically effective, clean beauty solutions while pushing the boundaries of sustainability.
Credo’s clean beauty guidelines, known as the Credo Clean Standard, form the backbone of its approach to its private-label product formulations and packaging. The Credo standards are based on four pillars: people, planet, product, and packaging. The standard covers every aspect of a product’s lifecycle, from ethical sourcing and labor practices to ingredient transparency and environmental impact. “We dedicate significant time and effort to helping brands do better, both in products and packaging,” Annie Jackson, Co-Founder and CEO of Credo Beauty, told Cosmetic Design. “We also have a technology platform behind all of this, helping us level up our data analytics so we can better understand the suppliers who are helping brands create better beauty and packaging.”
With a specific focus on hydration, the hero of Credo’s new skincare line is upcycled vetiver root extract, a powerful antioxidant traditionally used in fragrance. Typically discarded, the vetiver grass (Chrysopogon zizanioides) brings an oil-rich moisturizer to the Credo Skincare collection. According to Jackson, clinical trials show vetiver’s potent benefits in targeting hydration as well as dullness, aging, and sensitive skin.
Credo’s True Timeout Vetiver Root + Calming Botanicals Moisturizer focuses on replenishing sensitive skin while combating wrinkles, while the Deep Thirst Vetiver Root + Hyaluronic Acid Moisturizer provides an intense hydration boost for a plump and radiant complexion. The efficacy of these formulas was validated through clinical testing, with the Deep Thirst Moisturizer showing a 27 percent improvement in hydration after 24 hours and a 31 percent improvement immediately after use. Testing revealed measurable enhancements in the skin barrier, both immediately and over time. “We were thrilled with the results,” Jackson said. “It’s one thing to create products that feel good, but we wanted to ensure they deliver measurable improvements.”
Credo’s sustainability commitment extends beyond ingredient sourcing to the packaging itself. The brand incorporates post-consumer recycled (PCR) resin in its pumps and caps, sourced from beauty waste collected through the Pact Collective, a nonprofit co-founded by Credo Beauty with the mission to reduce beauty packaging waste. Jackson noted the impact of this initiative, telling Cosmetic Design, “Every thirty-eight pumps eliminate one pound of material going to the landfill or ocean.” In the first production run alone, Credo Skincare eliminated the need for five hundred kilograms of virgin plastic.
Credo’s foray into private label follows Gwyneth Paltrow’s Goop and its shift in focus prioritizing the label’s booming beauty segment. Goop launched its budget-friendly Good Clean Goop line into Target last year along with a restructuring effort that includes a reduction of about 18 percent of Goop’s workforce. This change is aimed at refining Goop’s focus on high-growth areas and eliminating redundancies, all while solidifying its position in the clean beauty sector. The label also launched into the mascara category over this summer. According to Goop, its beauty sales grew by more than 40 percent in 2023.
The new Credo Skincare range comprises Deep Thirst Vetiver Root + Babassu Cleanser, $44; True Timeout Vetiver Root + Calming Botanicals Cleanser, $44; Deep Thirst Vetiver Root + Hyaluronic Acid Moisturizer, $64; True Timeout Vetiver Root + Calming Botanicals Moisturizer, $64; and Rewinder Vetiver Root + Bakuchiol Moisturizer, $64.
Related on Ethos:
All products featured on Ethos have been independently selected by our editorial team.
When you buy something through our links, Ethos may earn an affiliate commission.
