Big news: we launched at Credo Beauty! This has been a long time coming and we are so excited.
Credo has been pushing beauty forward since it launched in 2014—doing things differently, asking tough questions about ingredients, sustainability, and what responsibility looks like in an industry that produces a lot of stuff. Beautiful stuff, yes, but still… a lot of stuff.
To celebrate the launch, Laney sat down with Annie Jackson, co-founder and CEO of Credo Beauty. They see eye-to-eye on a lot: a love of beauty, a belief that products can be made better, a shared sense that the industry has some cleaning up to do. (For reference, an estimated 120 billion units of packaging are produced annually by the beauty sector.)
Years before Credo, Annie was part of the founding team that launched Sephora in the U.S. (A dream job, no?), where she and her future co-founder Shashi Batra saw firsthand the power of emerging, founder-led brands. Credo grew out of that experience—and out of a belief that thoughtfully formulated products could perform.
But just as importantly, Credo was built around the idea that beauty should be experienced in real life. Not just on your screen, but in a store, with a real person, asking questions, touching textures, trying things on your skin. These days, that’s a bit of a lost art—but not at Credo.
In this episode, Laney and Annie talk about the philosophy behind the name Credo (it means “I believe”), the values that guide the company—Annie has a “no asshole” policy we strongly support—and how they choose the brands they partner with.
They also get into the questions customers are asking today about ingredients, sustainability, packaging, and the work we are both doing through Pact, a nonprofit initiative tackling one of the beauty industry’s biggest challenges: packaging waste.
Now, without further ado, press play!
Xoxo
Team Saie
In loving memory of Shashi Batra, Credo Beauty co-founder.
