“We are a beauty store, and I think there’s a tremendous impact that beauty products can have on someone’s self-confidence and the way they feel about themselves that day. If we can put a smile on someone’s face when they walk in our door, that’s incredibly rewarding to me.” —Annie Jackson
Clean beauty sounds good, but the labels are confusing and the claims are louder than the truth. We are surrounded by products that promise results without telling us what is inside. The real issue is not access, it is clarity.
Annie Jackson, co-founder of Credo Beauty, shares how her journey from legacy beauty brands to building a clean beauty standard reshaped how products are made, vetted, and trusted.
Press play to rethink what goes on our skin and why it matters:
Clean beauty standards and ingredient transparency
How to spot harmful chemicals in skincare
Why sustainability starts with packaging and sourcing
The rise of conscious consumers and Gen Z expectations
The challenge of building ethical beauty brands
What “better for you” really means in beauty
Meet Annie:
Annie Jackson is Co-Founder & CEO of Credo Beauty, a leading clean-beauty retailer she helped launch to bring high-performance, sustainably minded indie brands into mainstream retail. A beauty industry veteran, she began her career at Estée Lauder and was a founding team member at Sephora, experiences that shaped Credo’s mission to prioritize ingredient transparency, safer formulations and sustainable packaging.
Under her leadership Credo has grown from a single Fillmore Street store to a national footprint, curating roughly 130 brands (the majority women-founded) and stewarding a rigorous Clean Standard and sustainability guidelines.
Annie is known for marrying retail expertise with a science-driven approach to product vetting and for championing accessibility and accountability in beauty.
Website: https://credobeauty.com/
Instagram: https://www.instagram.com/credobeauty
Facebook: https://www.facebook.com/beautycredoX: https://x.com/credobeauty
YouTube: https://m.youtube.com/@CredoBeauty
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Website: https://www.nextgenpurpose.com/
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Episode Highlights:
03:18 Credo’s Criteria for Brand Selection
05:33 The Role of GenZ in Driving Sustainability
12:29 Impact on Consumer Behavior
13:21 The Evolution of Credo’s Clean Standard
15:46 Customer Stories and Personal Impact
17:27 Credo’s Expansion Plan
