Credo Beauty is entering the competitive body care market with its first own-brand range powered by fermentation.
The ‘clean’ beauty retailer’s Credo Body Care collection is a ‘simple’ three-piece system which focuses on moisturisation after discovering through data analytics that hydration is its customers' number-one concern.
The cream, serum and body wash are formulated with ethically harvested proprietary ingredient sugar kelp extract, as well as mineral-rich sea water and a ferment of spirulina, seaweed and sea lettuce.
The aim is for Credo Body Care to become a “top three body brand” for the retailer, Jessica Trieber, VP of Brands at Credo Beauty, told Cosmetics Business.
“We have seen the body category experience explosive growth, and our customer is hungry for benefit-driven products for the body that combine experience with results.
“It felt like a natural next step, answering the growing demand from both consumers and experts for cleaner, high-performing body care.
“Through fermentation, this sea wonder [sugar kelp extract] is enhanced for optimal potency and absorption, delivering deep hydration, strengthening the skin barrier and promoting cell renewal for brighter, softer skin from head-to-toe.”
Credo has leaned into the fermentation process because
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