The Naked Truth About Sustainable Beauty with Credo's Co-Founder, Annie Jackson

In this enlightening episode of the Naked Beauty podcast, host Brooke DeVard sits down with Annie Jackson, the visionary co-founder of Credo Beauty, to delve deep into the evolving landscape of sustainable beauty. Released on March 10, 2025, this episode offers listeners a comprehensive look at how the beauty industry has transformed towards greater transparency, sustainability, and consumer empowerment.

Introduction: Setting the Stage for Sustainable Beauty

Brooke begins by sharing her excitement about Naked Beauty being nominated for Best Beauty Podcast at the I Heart Podcast Awards during South by Southwest in Austin, Texas. She reflects on the journey from early days of DIY beauty solutions to the sophisticated, sustainable options available today. Brooke highlights Credo Beauty's role in setting new standards by prioritizing ingredient integrity, responsible sourcing, and environmental impact without compromising on luxury or effectiveness.

Brooke DeVard [00:00]: "But now in 2025, brands and retailers like Credo Beauty are setting a new standard. One that prioritizes ingredient integrity, responsible sourcing, a lower environmental impact, but while still delivering luxury and effectiveness that we expect."

Guest Background: Annie Jackson’s Journey in the Beauty Industry

Annie Jackson shares her humble beginnings, stepping into the beauty industry as an administrative assistant at Estee Lauder in 1991 without a college degree. Through perseverance and a steep learning curve, she climbed the corporate ladder, eventually playing a pivotal role in launching Sephora in the United States.

Annie Jackson [05:19]: "I started at Estee Lauder in 1991... I walked in the door and the first thing I saw was this beautiful image of Paulina Porizkova."

Her transition from Estee Lauder to Sephora laid the foundation for her entrepreneurial spirit, ultimately leading to the creation of Credo Beauty—a retailer dedicated to clean and sustainable beauty.

Evolution of Sustainability in Beauty: From DIY to Clean Standards

Brooke and Annie discuss the significant strides the beauty industry has made towards sustainability. Annie reminisces about the early days of Naked Beauty, focusing on homemade skincare and the scarcity of clean, effective products in the market. She underscores the shift towards brands that balance sustainability with high performance.

Annie Jackson [07:35]: "We have come so so far. But now in 2025, brands and retailers like Credo Beauty are setting a new standard."

Annie emphasizes how consumer awareness has evolved, with shoppers now questioning not just the efficacy of their products but also their environmental footprint and corporate ethos.

Credo’s Approach to Clean Beauty: Transparency and Restricted Substances

Credo Beauty distinguishes itself through a stringent restricted substance list, often referred to as their "dirty list," encompassing over 2,700 ingredients classified based on health and environmental hazards.

Annie Jackson [17:14]: "So if we start with your first question on pushback, we were pretty nervous because we kind of felt like this entire endeavor kind of put a target on our back."

The discussion highlights common culprits like polyethylene glycols (PEGs) and per- and polyfluoroalkyl substances (PFAS), which Credo actively excludes to ensure product safety and environmental responsibility. Annie elaborates on the challenges of enforcing ingredient transparency, especially in categories like fragrances where proprietary formulas often mask harmful components.

Annie Jackson [38:31]: "You can hide basically thousands of ingredients behind the word fragrance and not disclose them to anyone."

Challenges in Sustainable Beauty: Ingredient Transparency and Regulation

The conversation delves into the complexities of ingredient transparency in the beauty industry. Annie points out the "smoke and mirrors" tactics used by major brands to obscure harmful ingredients, making it difficult for consumers to make informed choices.

Annie Jackson [16:28]: "Beauty is typically always in a black box, and it's not very transparent."

They discuss the lack of regulation in the industry, exemplified by the pervasive use of PFAS—known as "forever chemicals" due to their environmental persistence and health risks. Annie recounts her efforts in advocating for legislation to eliminate the intentional addition of PFAS in beauty products.

Annie Jackson [43:08]: "We were lobbying to say, don't write the bill like that because it's almost impossible to do that... please write the bill that says people should not be intentionally adding this."

Sustainable Packaging: Pioneering Eco-Friendly Solutions

Annie highlights Credo Beauty's commitment to sustainable packaging, including the elimination of single-use items like sheet masks and sachets, which historically contribute significantly to landfill waste.

Annie Jackson [27:07]: "When we tallied up the, the amount of salable product that we had in single use, it was over a half a million dollars in retail sales that we were saying goodbye to."

In collaboration with Pact, a nonprofit focused on reducing packaging waste, Credo has implemented recycling initiatives and educated consumers on proper disposal methods. This proactive stance not only reduces environmental impact but also fosters a culture of responsibility among consumers.

Consumer Guidance: Empowering Through Education

Annie advises consumers to take an active role in their beauty purchasing decisions by educating themselves on ingredient safety and environmental impact. Credo provides resources such as their restricted substance list and encourages shoppers to understand the resin codes for recycling.

Annie Jackson [44:56]: "Just read the thousands of ingredients on there linked to health or environmental concerns... it's a very opaque industry with a lot of, like I said, smoke and mirrors."

Brooke echoes the importance of informed consumption, sharing her experience with the Think Dirty app and the realization that not all ingredients labeled as "natural" are inherently safe or sustainable.

Brand Examples and Product Recommendations

The episode features a discussion on various sustainable beauty brands available at Credo Beauty. Annie highlights brands like Exa Foundation, Ari Perez's Eyeliner, Ilya’s Limitless Mascara, Sochi Sochi's Fragrance, and Sienna Naturals for their commitment to clean ingredients and sustainable practices.

Annie Jackson [51:24]: "I love our just our very straight up Folain lip balm. That is one of our brands as well. Full transparency and the one that actually is like a balm."

These recommendations serve as actionable insights for listeners looking to transition towards more sustainable beauty routines without sacrificing product quality or efficacy.

Biggest Sustainability Challenges and Future Outlook

Credo Beauty identifies packaging and circularity as the foremost sustainability challenges in the beauty industry. Annie emphasizes the need for brands to adopt recycled materials and reduce virgin plastic usage.

Annie Jackson [49:10]: "Definitely the biggest challenge is packaging over packaging and not enough circularity in terms of packaging."

She advocates for a minimalist approach to product offerings, advising new brands to focus on doing a few products exceptionally well rather than expanding their line prolifically. This strategy not only minimizes environmental impact but also ensures product excellence.

Conclusion: A Vision for a Sustainable Beauty Future

Brooke and Annie conclude by reflecting on the importance of sustainability as an integral part of wellness and beauty. They encourage consumers to use their purchasing power wisely and to support brands that prioritize environmental and health-conscious practices.

Annie Jackson [37:32]: "It is part of wellness and beauty is not insignificant in that."

With Credo Beauty at the forefront, the episode underscores the potential for the beauty industry to lead transformative change towards a more sustainable and transparent future.

Final Thoughts and Takeaways

Listeners are left with actionable advice to:

• Educate themselves on ingredient safety and environmental impact.
• Support brands that demonstrate transparency and sustainability.
• Reduce single-use packaging by opting for refillable and multi-use products.
• Advocate for regulatory changes to promote ingredient transparency.

By fostering a community of informed and conscientious consumers, the beauty industry can continue to evolve towards practices that honor both personal well-being and the health of our planet.

Notable Quotes with Timestamps:

• Brooke DeVard [00:00]: "But now in 2025, brands and retailers like Credo Beauty are setting a new standard."
• Annie Jackson [05:19]: "I started at Estee Lauder in 1991... I walked in the door and the first thing I saw was this beautiful image of Paulina Porizkova."
• Annie Jackson [16:28]: "Beauty is typically always in a black box, and it's not very transparent."
• Annie Jackson [38:31]: "You can hide basically thousands of ingredients behind the word fragrance and not disclose them to anyone."
• Annie Jackson [49:10]: "Definitely the biggest challenge is packaging over packaging and not enough circularity in terms of packaging."
• Annie Jackson [37:32]: "It is part of wellness and beauty is not insignificant in that."

This episode serves as a crucial resource for anyone interested in understanding the intricacies of sustainable beauty and the pivotal role retailers like Credo Beauty play in shaping a more transparent and environmentally responsible industry.