“Skinification” is in full force at Credo Beauty.
Body, hair care and makeup products which offer skin care benefits are on the uptick at the retailer, which onboarded a record-high number of body care brands in 2023 including Nécessaire, microbiome-focused Iota and refillable brand Uni.
“All of our categories have been in a healthy place for the second half, but what stands out is the growth in body year-over-year,” said Elizabeth Albrecht, senior merchandise manager at Credo, adding that brightening products and liquid exfoliants have seen particular momentum within the category.
Albrecht also pointed to the prominence of “tried-and-true favorites” — for example, Ilia’s overnight lip treatment — which have surged in momentum thanks to more nascent trends, like the rise in lip care.
Jennifer Anniston’s Lolavie has “risen through the ranks nicely” since joining the retailer’s assortment last summer, as has fellow newcomer Arey, which targets aging hair. “We didn’t see [them] cannibalize the business because we’re launching brands that address unique hair care concerns,” said Albrecht, adding that the mounting number of brands which meet Credo’s long-held clean standards — Circana reports “clean” beauty sales grew 22 percent in 2023 to $5.9 billion, with makeup being the fastest-growing segment — has prompted the retailer to further evolve its merchandising approach.
“We’re thinking about what’s beyond [clean] — do you have patent-pending ingredients or formulas, is your sustainability approach above and beyond what else is out there from an innovation standpoint? We want to add brands that are truly outside of the box and innovative,” she said.
The strategy appears to be paying off in carving out Credo’s lane in the beauty retail realm, with Albrecht adding that three of December’s top-performing products — Follain’s eye cream, Gen See’s mascara and Arey’s scalp serum — are Credo-exclusive offerings. “In years past, these [top product] lists have skewed more toward offerings you can buy at other major retailers; December felt more tailored and specific to our customer.”
The retailer, which added five new stores in 2023, will continue its rapid brick-and-mortar expansion into 2024 — including a first location in a yet-to-be-revealed state during the first half.
Credo’s key product categories, and a bestselling stock keeping unit within each for the month of December.
Eye cream: Follain Firm + Brighten Eye Cream, $36
Cleanser: One Love Organics Botanical B Cleansing Oil + Makeup Remover, $42
Facial cream: Marie Veronique Multi Retinol Night Emulsion, $135
Serum: Ursa Major Mountain Glow Serum, $84
Lip: Ilia Lip Wrap Overnight Treatment, $26
Eye makeup: Gen See Spectator Sport Mascara, $23
Complexion makeup: Westman Atelier Vital Skincare Complexion Drops, $68
Body: Nécessaire The Body Wash, $25
Hair care: Lolavie Restorative Shampoo, $59
Scalp care: Arey To the Root Serum, $54.66
Hair styling: Sienna Naturals Dream Curl Cream, $28
Source: WWD