Credobeauty
Credo Beauty is a U.S. specialty retailer of vetted clean, non-toxic beauty products, operating 15+ stores and an e-commerce platform carrying third-party brands and exclusive private-label sub-brands, anchored by its proprietary Credo Clean Standard.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Credobeauty does
Credo Beauty is a U.S.-focused specialty retailer of clean, non-toxic beauty and personal care products, operating both an e-commerce storefront at credobeauty.com and 15+ owned brick-and-mortar stores nationwide. Its core differentiator is The Credo Clean Standard, a proprietary product-vetting framework that prohibits ingredients on The Dirty List and is administered with input from the Credo Clean Council, an advisory body of nine industry experts. The company curates hundreds of third-party brands (Ilia, Saie, Westman Atelier, Tata Harper, Marie Veronique, and others) across six merchandising categories — Skin Care, Makeup, Hair, Bath & Body, Fragrance, and Wellness/Supplements — while also operating at least seven exclusive private-label sub-brands (Credo Skincare, Follain, Gen See, Gntl, Herbowski, Minu, Under Your Skin) under the 'Only at Credo' banner.
Commercially, Credo runs a dual-channel DTC model: direct e-commerce with free shipping on all orders and a mobile app, supplemented by physical stores that offer bookable in-store facial services in partnership with Tata Harper, goop, and Wilding. A loyalty program (Inner Glow Club), a $25/$25 referral program, and SMS and email retention marketing support repeat purchase. Credo participates in the KBDB Collaborative alongside Sephora and Ulta Beauty, a joint ingredient-screening initiative covering 1.25M ingredients across 48,000 U.S. products, and co-founded Pact, a beauty packaging-collection program, while partnering with Plastic Bank and GreenWave's Kelp CoLab on supply-chain sustainability.
The customer base is consumer-end (B2C), organized around four personas: clean beauty enthusiasts prioritizing ingredient transparency, wellness-focused consumers buying ingestibles (e.g., Sakara Beauty Biome), menopause-focused consumers (served via the Stripes Beauty launch), and sustainability-conscious consumers. Revenue is driven primarily by one-time product sales via e-commerce and physical retail, with brand partnership and consignment economics inferred from marketplace-style launches (Saie, AORA, Stripes, Caftari). Pricing is not publicly disclosed; public SKU prices span $15-$180. Founded in 2014/2015, the company is privately held with 101-250 employees, led by CEO Stuart Millar and co-founder/COO Annie Jackson.
Credobeauty firmographics
Firmographics- Name
- Credobeauty
- Legal name
- Credo Beauty
- Website
- https://credobeauty.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Credo Beauty is a U.S. specialty retailer of vetted clean, non-toxic beauty products, operating 15+ stores and an e-commerce platform carrying third-party brands and exclusive private-label sub-brands, anchored by its proprietary Credo Clean Standard.
- Ownership category
- akta.pro rank
Credobeauty industry classification
Industry- Product category
- Clean Beauty Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
Keywords
Where Credobeauty is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Credobeauty business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- E-commerce Retail: Direct online sales through credobeauty.com, offering clean beauty products across skincare, makeup, hair, body, and fragrance categories. Revenue generated from consumer purchases with free shipping on all orders.
- Physical Retail Stores: Revenue from 15+ brick-and-mortar locations nationwide offering in-store services, product sales, and experiential shopping experiences.
- Brand Partnership/Consignment: Partnership model where brands like Saie, Stripes Beauty, and others launch at Credo Beauty. While not explicitly stated, this likely involves revenue-sharing or consignment arrangements with brand partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard product pricing across categories |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels11 records
Credobeauty product offering
Product offeringCore offering
Credo Beauty is a multi-brand clean beauty retailer that sells vetted, non-toxic skincare, makeup, hair care, body care, fragrance, and wellness products through its own e-commerce platform, mobile app, and 15+ physical retail stores across the United States. The company curates hundreds of third-party clean beauty brands and operates seven private-label brands exclusively under its 'Only at Credo' collection, enforcing the proprietary Credo Clean Standard ingredient safety framework. It also generates revenue through bookable in-store facial services delivered in partnership with premium brands.
Product overview
Credo Beauty is a clean beauty e-commerce retailer operating a multi-brand online platform and physical stores. The company offers a curated portfolio of clean beauty products across six core categories: Skin Care, Makeup, Hair, Bath & Body, Fragrance, and Wellness/Supplements. Their proprietary sub-brands include Credo Skincare, Follain, Gen See, and Gntl, sold exclusively through the 'Only at Credo' collection. The platform is supported by core features including The Credo Clean Standard (their ingredient safety framework with The Dirty List), the Inner Glow Club loyalty program, Skincare Analysis tool for personalized recommendations, PACT packaging recycling initiative, and the Credo Beauty Council advisory body. Additional offerings include in-store facial services, gift cards, and a blog (Credo Journal) for education.
Differentiator
Problem solved
Functional benefit
Brands
- Credo Skincare: Credo Beauty's own skincare brand offering clean beauty products meeting the Credo Clean Standard.
- Follain
- Gen See
- Gntl
- Herbowski
- Minu
- Under Your Skin
- Pact
- The Credo Beauty Council
- Inner Glow Club
Products and services
- Credo Skincare Credo Beauty's owned private-label skincare brand offering vetted clean beauty products, including body care and skincare lines formulated to meet the Credo Clean Standard. Sold exclusively through credobeauty.com and Credo Beauty retail stores.
- Follain Owned private-label clean beauty brand offering everyday essentials to support skin, body, and spirit, sold exclusively at Credo Beauty as part of the 'Only at Credo' collection.
- Gen See Owned private-label clean makeup brand available exclusively at Credo Beauty, featuring products such as the Mix Media Matte Liquid Eyeshadow.
- Gntl Owned private-label clean beauty brand available exclusively at Credo Beauty as part of the 'Only at Credo' collection.
- Herbowski Owned private-label clean beauty hair care brand available exclusively at Credo Beauty as part of the 'Only at Credo' collection.
- Minu Owned private-label clean beauty brand available exclusively at Credo Beauty as part of the 'Only at Credo' collection.
- Under Your Skin Owned private-label clean beauty brand available exclusively at Credo Beauty as part of the 'Only at Credo' collection.
- In-Store Facial Services Bookable in-store facial and treatment services delivered in Credo Beauty retail stores in partnership with premium brands such as Tata Harper, goop beauty, and Wilding, including radiance-boosting and sculpting treatments.
Quantifiable outcome
- Over 1.25 million ingredients analyzed across 48,000 U.S. products
- +2 more outcomes
Companies that use Credobeauty
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Credobeauty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Credobeauty partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- AORAcoreAORA and Credo Beauty announced an omnichannel partnership to launch a plastic-free, sustainable color cosmetics line in the U.S. As part of the launch, they will introduce plastic-free retail displays and fund plastic waste removal through their sales. This partnership sets a new standard for plastic-free color cosmetics in the U.S. retail market.
- SaiecoreCredo Beauty announced Saie as a new brand partner in March 2026, with both clean beauty brands aligning under a shared mission of championing beauty that is better for people, packaging, products, and the planet. Saie will launch at Credo Beauty through a visual merchandising takeover supported by digital and social presence, email, SMS targeting, consumer events, and media collaborations throughout 2026 and beyond. Saie has committed to collecting 5 million pounds of plastic by 2027 and becoming carbon net zero across all emission scopes by 2039.
- Stripes BeautycoreStripes Beauty, the pro-aging beauty and wellness brand founded by actress Naomi Watts, launched at Credo Beauty in August 2025, becoming the retailer's first dedicated menopause brand. The launch includes six top-selling products available both online and in 15 Credo Beauty stores nationwide.
- SakaraminorSakara launched a new supplement called Beauty Biome at Credo Beauty stores and online in June 2025. The supplement is designed to promote skin health through a holistic approach, addressing issues such as redness, dullness, and breakouts, as part of Sakara's expansion into the supplement category.
- CaftariminorCaftari, a wellness candle brand launched in 2023 by Shreya Aggarwal, became available at Credo Beauty in October 2024, expanding into home decor and wellness fragrances.
- KBDB CollaborativecoreThe KBDB Collaborative, comprising Sephora, Ulta Beauty, and Credo Beauty, has analyzed over 1.25 million ingredients across 48,000 U.S. products to flag chemicals of concern, signaling a broader industry shift toward verifiable standards in clean beauty.
- Plastic BankcoreCredo Beauty partners with Plastic Bank to transform ocean-bound plastics into packaging, supporting sustainable packaging initiatives and environmental impact reduction.
- Credo Clean CouncilcoreCredo Beauty relaunched The Credo Beauty Council in December 2025, an advisory body comprised of nine industry experts spanning cosmetic chemistry, dermatology, sustainability, packaging, fragrance, and AI innovation. The council provides guidance on clean beauty standards, product safety, sustainability practices, and industry advancement.
- GreenWave Kelp CoLabminorCredo Beauty joined GreenWave's Kelp CoLab innovation platform as an inaugural cohort member, working with kelp-based ingredients for applications such as skin barrier soothing and natural emulsification.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Credobeauty competitors and assessment
Company assessmentDirect peers
- The Detox Market: The Detox Market is a specialty clean and non-toxic beauty retailer operating physical stores and e-commerce. Its positioning, curation model, and target consumer overlap almost entirely with Credo's, making it the closest like-for-like peer in the dedicated clean-beauty retail niche.
- Bluemercury: Bluemercury is a US specialty multi-brand beauty retailer with a strong store-and-spa footprint and curated indie/prestige assortment. Its combination of physical retail, in-store services, and brand curation mirrors Credo's omnichannel GTM motion at somewhat broader (less clean-restricted) positioning.
Broad incumbents
- Ulta Beauty: Ulta is the largest US specialty beauty retailer and the third member of the KBDB Collaborative. While Ulta's assortment is broader and includes mass beauty, its growing clean/conscious beauty curation and 'Conscious Beauty' program are direct parallels to Credo's vetting-led approach. Both compete for the same aspirational beauty consumer.
- Sephora: Sephora is a multi-brand specialty beauty retailer and Credo's KBDB Collaborative partner. Both curate third-party beauty brands across skincare, makeup, fragrance, and body — Sephora at much larger scale and with broader assortment, Credo with strict clean-beauty vetting. Their shared standards-setting role makes them the most strategically comparable peer.
- Nordstrom Beauty / Nordstrom at Home: Nordstrom is a broad department-store incumbent with a strong beauty hall featuring indie and prestige brands. Its in-store services, beauty events, and curated branded assortment compete for the same premium beauty shopper that Credo targets, though with a much wider assortment mix.
Emerging players
- Thirteen Lune: Thirteen Lune is an online and physical beauty retailer curating independent beauty brands with an intentional inclusion lens. Its mission-driven retailer model, focus on emerging indie brands, and omnichannel GTM overlap significantly with Credo's curated indie-platform strategy.
- Goop (Beauty): Goop is a lifestyle/wellness brand that has expanded into beauty retail with Goop Beauty (also carried in Credo stores). Both share a clean beauty positioning, premium pricing, and content-led consumer education model, making Goop Beauty a strategic adjacent rather than a direct retailer competitor.
- Glossier: Glossier is a digitally-native, community-led beauty brand selling direct-to-consumer plus physical showrooms. Credo carries comparable indie/niche brands in the same consumer orbit and shares Glossier's emphasis on ingredient transparency, education content, and a millennial/Gen-Z beauty consumer.
- Violet Grey: Violet Grey is a curated luxury beauty retailer offering a vetted 'Violet Code' approved assortment online and in-store. Its vetting-driven, curation-led positioning closely parallels Credo's, though Violet Grey skews more celebrity/luxury and less specifically toward 'clean' positioning.
Regional players
- Whole Foods Market (Beauty & Body Care): Whole Foods is a natural/organic grocery retailer with a curated beauty and body-care section emphasizing clean ingredients. While anchored in food rather than beauty, its clean-ingredient vetting standards and target health-and-sustainability-conscious consumer create meaningful overlap with Credo's customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Credobeauty social profiles
Digital presenceCredobeauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Credobeauty leadership team
Management profileNumber of profiles
Profiles2 records
Credobeauty subsidiaries and ownership
Company hierarchySubsidiaries7 records
Credobeauty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Credobeauty M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Credobeauty
What does Credobeauty do?
Credo Beauty is a multi-brand clean beauty retailer that sells vetted, non-toxic skincare, makeup, hair care, body care, fragrance, and wellness products through its own e-commerce platform, mobile app, and 15+ physical retail stores across the United States. The company curates hundreds of third-party clean beauty brands and operates seven private-label brands exclusively under its 'Only at Credo' collection, enforcing the proprietary Credo Clean Standard ingredient safety framework. It also generates revenue through bookable in-store facial services delivered in partnership with premium brands.
Is Credobeauty a public or private company?
Credobeauty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Credobeauty founded?
Credobeauty was founded in 2015. It employs 101 to 250 people.
Where is Credobeauty based?
Credobeauty is headquartered in New York, United States, in the North America region.
How does Credobeauty make money?
Three revenue lines are on record. E-commerce Retail is the primary driver. The others are physical Retail Stores and brand Partnership/Consignment.
Who are Credobeauty's main competitors?
Direct peers on record are The Detox Market and Bluemercury. Broad incumbents are Ulta Beauty, Sephora and Nordstrom Beauty / Nordstrom at Home. Emerging players are Thirteen Lune, Goop (Beauty), Glossier and Violet Grey. Whole Foods Market (Beauty & Body Care) is listed as a regional player.
Does Credobeauty have an API?
No public API is recorded for Credobeauty.
What industry is Credobeauty in?
Credobeauty's product category is Clean Beauty Retail. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its NAICS code is 456120 and its SIC code is 2844.