Credo and NextWorld's Story
In the United States, there are only 30 ingredients banned from personal care products while the European Union has banned over 1,400 ingredients. Credo Beauty is addressing this disparity by rigorously identifying harmful ingredients and carrying only clean brands – this company truly cares about what goes on your body. Credo sells products that customers use daily, year after year: it is a company with a clean beauty manifesto.
Creating a Standard for Well-Being
The Credo Clean Standard embodies the company’s complete commitment to beauty, health and well-being. It also serves to connect to a vibrant and rapidly growing ecosystem of clean beauty brands with a new generation of informed consumers.
Credo’s in-store experts help people discover products that deliver both health and beauty for all individual skin types and needs. A “totally personal” customer experience defines Credo, transforming beauty routines with cleaner, healthier products that meet Credo’s high standards.
Favorite FactCredo’s promise to their customers – “Always Clean, Fully Informed, Carefully Vetted, Totally Personal”
A Foundation for the Future
Dawn Dobras became Credo’s CEO in May 2018, joining COO and co-founder Annie Jackson in building the leading clean beauty retail chain in the United States. Together, Dawn and Annie bring extensive experience in merchandising, branding and omnichannel retail.
Through expansion of retail stores, development of direct-to-consumer channels, thought leadership on clean beauty standards, and extending personalized connection to Credo’s beauty experts, this team makes it easy for customers to discover clean beauty brands, no matter where or when they make their purchase decision.
NextWorld and Beauty
Nextworld’s founding investment in Credo Beauty was driven by our perspective that consumer migration to clean beauty will disrupt the cosmetics sector and our belief that a new, exciting independent retail experience was needed for the clean beauty customer. Credo, and the clean brands that it carries, need investors who can support long term growth during the transition to a healthier and more beautiful future. NextWorld will continue to seek opportunities for investment in this evolution, in areas from ingredients to manufacturing, and from retail to clean beauty brands.
Credo Beauty is setting a new standard for clean beauty through owned retail and online stores.