Clean beauty retailer Credo Beauty has unveiled its new skin care line, Credo Skincare, developed to address a key concern identified by its customers—hydration. The launch marks a milestone for the brand, which has spent a decade gathering customer feedback and refining its approach to skin care, sustainability, and ethical product development.
In an interview with CosmeticsDesign, Annie Jackson, Co-Founder and CEO of Credo Beauty, explained how customer insights informed the development of the line. “We have 15 stores, many with estheticians conducting in-depth consultations with our clients, and we also collect data from our website,” Jackson said. “The amount of learning and data was phenomenal. We assessed the primary concern, which by far was hydration, and developed the entire line to address this.”
We spoke to Jackson to learn more about how Credo Skincare’s launch focuses on multiple aspects of a clean beauty product lifecycle, including sustainable ingredient formulations, packaging initiatives, and brand standards.
Key ingredient: Upcycled vetiver root extract
Central to the Credo Skincare line is the use of upcycled vetiver root extract, a potent antioxidant that is typically used in fragrance. The vetiver grass (Chrysopogon zizanioides), which is usually discarded, is repurposed to extract oil from the root, an ingredient that Jackson noted has “awesome clinicals behind it.”
Vetiver root is featured across all four moisturizers in the collection, each designed to address additional concerns like dullness, aging, and redness.
“We packed the moisturizers with ingredients to target other concerns such as signs of aging and sensitivity,” Jackson explained. For instance, the True Timeout Vetiver Root + Calming Botanicals Moisturizer focuses on replenishing sensitive skin while reducing wrinkles, she shared, while the Deep Thirst Vetiver Root + Hyaluronic Acid Moisturizer is formulated for intense hydration to skin looking plump and supple.
Credo Skincare’s product development was driven by clinical testing, which confirmed the efficacy of the formulas. Jackson shared results from tests conducted on the brand’s hero product, the Deep Thirst Moisturizer, which demonstrated a 27% improvement in hydration after 24 hours and a 31% improvement instantly.
The testing also showed significant improvements in the skin barrier function both instantly 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.”
Sustainable packaging initiatives
Beyond product formulation, Credo Skincare takes a forward-thinking approach to packaging. The brand utilizes post-consumer recycled (PCR) resin for pumps and caps, including beauty waste collected through the Pact Collective, a nonprofit co-founded by Credo Beauty to reduce beauty packaging waste.
Jackson noted that the first run of the PCR pumps eliminated the need for 500 kilograms of virgin plastic. “Every 38 pumps eliminate one pound of material going to the landfill or ocean,” she said.
The brand’s commitment to sustainability also extends beyond packaging, she confirmed. Credo Skincare’s formulas also adhere to 100% fragrance transparency, aligning with the Credo Clean Standard, the brand’s own rigorous guidelines that cover every phase of a product’s lifecycle.
Elevating clean beauty standards
Credo Skincare aims to push the boundaries of clean beauty standards through its formulations and packaging, holding itself to the highest criteria in the industry. Jackson explained that the Credo Clean Standard is built on four pillars—people, planet, product, and packaging—each with stringent requirements.
These standards guide the entire product lifecycle, from 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,” Jackson said. “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.”
The launch of Credo Skincare underscores the increasing importance of sustainability and transparency in the beauty industry. For manufacturers and suppliers, this move highlights the growing demand for eco-friendly materials and ethically sourced ingredients.
As Credo Beauty raises the bar for clean beauty, the industry may continue to see a shift toward higher standards in both product efficacy and packaging sustainability.
