Pure Beauty

‘Clean’ retailer Credo appoints founder Annie Jackson as CEO

By Austyn King | Published: 21-Nov-2023

Jackson co-founded the company in 2015, which today owns Follain and EleVen by Venus Williams

‘Clean’ beauty retailer Credo has named Annie Jackson as its new CEO, effective immediately.

Jackson previously served at Sephora, Estée Lauder Companies and Benefit Cosmetics before founding Credo in 2015 alongside the late Shashi Batra.

She takes over the role from Stuart Millar, who has stepped down to pursue other opportunities, according to the company.

Jackson will lead the US retailer’s next phase of growth, including expansion into new markets and new store openings.

Credo currently has 16 stores across the US, with its three most recent locations opening earlier this year in California and Seattle, as well as its e-commerce business.

“I feel honoured to carry on our mission of pushing the overall industry in a more positive direction and creating a space for products that are better for [consumers] and the environment,” said Jackson. 

“Responsible beauty creation is no longer a nice-to-have but table stakes for brands and we will continue to position Credo as a catalyst for change in a highly under-regulated industry.”

Credo’s brand portfolio includes fellow ‘clean’ retailer Follain, which it absorbed last year, as well as sunscreen brand EleVen by Venus Williams and cosmetics brand Exa.

The retailer also stocks 100 brands across skin care, hair care, make-up and fragrances, which are said to meet Credo’s ‘clean’ beauty standards with a focus on sustainability and transparency.

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