October 31, 2019
Uncluttered shelves are stocked with beautifully packaged, carefully vetted brands never tested on animals and free of the 19 ingredient categories on Credo’s strict Dirty List. Licensed aestheticians grace the aisles, offering a Clean Swap in which they take a look at a newcomers’ makeup bag and suggest toxin-free, sustainably crafted alternatives.
And unlike decades past, those alternatives actually work.
“Those days when you had to sacrifice efficacy, packaging and probably scent to know your products were good for you are over,” says Credo co-founder Annie Jackson, who helped launch the first store in San Francisco in 2014. “Labs have really been hustling to get more innovative and contemporary. You can have it all now.”
Credo is among a growing array of retailers—from niche specialty stores to conventional beauty chains and big box behemoths—banking on the promising but slow-to-blossom market of natural health and beauty.
After a flurry of double-digit sales gains for the category in the late 2000s, year-over-year growth has fizzled to mid-single digits across all channels in recent years, according to the Natural Foods Merchandiser Market Overview. In the natural channel—which saw a 30% spike in sales of such products in 2007—personal care is now one of the slowest growing categories, with the needle struggling to move 2% in 2018.